Brand Histories

Louis-François Cartier
1819 • Birth of Louis-François Cartier.

1847 • At the age of 28, after an apprenticeship with master watchmaker Adolphe Picard, Louis-François Cartier took over his master’s Paris jewellery business.
He built his reputation by knowing how to satisfy the most extravagant of desires.

1874 • Louis-François-Alfred, son of Louis-François Cartier, joined the firm and enlarged the CARTIER range of watches, with the aim of making clocks, fob watches and wristwatches.

1888 • Three ladies’ wristwatches, inset with diamonds, decorated the window of the CARTIER store.

1892 • Other CARTIER watches were created but did not share the same success.

1893 • CARTIER ordered his first watches from VACHERON & CONSTANTIN.

1894 • Fashion decreed short sleeves, and elegant women arrived at fashionable society evenings with a bare wrist - what better showcase for a CARTIER watch?

1898 • On March 30, Louis, son of Alfred Cartier, married Andrée-Caroline Worth, heir to the greatest Parisian fashion house, who brought to CARTIER her experience of Parisian society.
CARTIER ensured exclusivity for an extravagant collection of ladies’ watches by signing a contract with Edmond Jaeger.

1906 • Creation of the first wristwatches with a winding crown decorated with a distinctive sapphire cabochon.
The TONNEAU caused a sensation.
Meeting between Louis Cartier and Alberto Santos-Dumont.
On November 12, Santos-Dumont beat the record, with a flight of 220 metres, and glanced enthusiastically at his CARTIER watch.

1911 • The SANTOS, with its distinctive design, a square case with rounded angles and crystal with overlapping edge went on sale. Louis Cartier created the TORTUE and the BAIGNOIRE.

1917 • Louis Cartier took inspiration from British army tanks with the code name TANK, and created the TANK L.C.

1932 • At the command of the Pacha of Marrakech, CARTIER created the spectacular PASHA.

1942 • Following the death of Louis Cartier on July 23, the golden age of the family came to an end.
In addition to their own classics, CARTIER began to sell watches from reputed Swiss manufacturers such as AUDEMARS PIGUET, ERNEST BOREL, JAEGER-LECOULTRE, MOVADO, PATEK PHILIPPE, PIAGET and VACHERON & CONSTANTIN.

1968 • The CARTIER business picked up with diversification into cigarette lighters.

1972 • Purchase of CARTIER shares by an investors’ group.
Robert HOCQ, father of the lighter, was nominated as president and Alain Dominique PERRIN became head of marketing services.

1973 • The new managing director Alain Dominique PERRIN was responsible for massive growth, and was given the task of setting up and internationalising the MUST philosophy.

1976 • Alain Dominique PERRIN unveiled les MUST de CARTIER.

1978 • Return of a gold and steel version of the SANTOS.

1979 • Share merger in the heart of CARTIER MONDE.

1981 • Alain Dominique PERRIN promoted to post of president.

1983 • Launch of the PANTHERE.

1985 • Remake of the PASHA.

1987 • FERRARI Exhibition at the CARTIER Foundation in Jouy-en-Josas (78).

1989 • Launch of the TANK AMERICAINE.

1991 • Launch of the DIABOLO.

1992 • Remake of the BAIGNOIRE.
  • Launch of the CASQUE D’OR.
  • Launch of the BELLE EPOQUE.
  • Launch of the MINI PANTHERE.
1993 • Launch of the MUST II.

1995 • Launch of the PASHA C

1996 • Launch of the TANK FRANCAISE.

2000 • Remake of the TANK BASCULANTE.
  • Launch of the 21 CHRONOSCAPH.
  • Launch of the model 21 AUTOSCAPH, both deriving from the Model 21 for a new market of younger consumers .
2002 • Launch of the ROADSTER.

2003 • Launch of the DIVAN.

The Watch Quote™ -
From Daytona
to the Cosmograph Daytona

a lot
very much indeed
not at all

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