Cartier Brand Communication, Brand Management, Iconic Jewelry, Social Media, online presence, Brand History, Brand Heritage, CEO, Commercial, Video, Collections, Analysis, Brand Identity, Traditional Experience, Brand Culture, Creative Director, Current Audience.

3. A French luxury Maison, open-minded and curious about the
world, Cartier designs timeless creations and finds beauty
wherever it may lie. In tune and engaged with its time and
constantly enriching its legacy, Cartier continues to expand the
limits of creativity and enhance beauty with its savoir-faire.
Founded during the era of great inventions, Cartier has always
been inspired by the progression of ideas and artistic
movements. The Maison continues this progression today, all
the while creating an expression of its own. Love, Trinity, Juste
un Clou, Tank, Panthère, Santos… From high and fine jewelry to
watchmaking, from leather goods to fragrances, eyewear and
objects, Cartier reveals beauty in every creation, with just the
right touch of panache and the secret signature of its unique
expertise.

5. Watch the video
The tradition of royals buying Cartier jewelry started in 1856, when Princess Mathilde, from the
aristocracy, became enchanted by the creations of Louis-Francois Cartier. Later on, in the 20th
Alfonso XIII of Spain, Tsar Nicolas II of Russia and King Edward VII of England became part of Cartier’s
The last one, named the House the “Jeweler to Kings, King of Jewelers” and even gave it the title of
“fournisseur officiel” (official supplier). Cartier was appealing to royals not only because of the

6. Brand Culture and History

7. Cartier opened its shop at 13, Road of paix in Paris.
1900 Aristocrats bought neoclassical jewelry with platinum and diamond.
Cartier launched the series “new jewelry” with the gold and gem.
Louis-Francois Cartier took over his teacher’s jewelry workshop.
Princess Mathilde, niece of Napoleon III, made her first purchase from
Cartier.
The first jewelry bracelet-watch for ladies was created.
1847
1856
1888
1899
1900
1982

9. Cartier is not simply an iconic Maison,
but a historical and cultural institution.
Its guardians have carefully preserved
records of years of exquisite
craftsmanship in their archives, allowing
Bernhard Berger – Director of Cartier
Tradition – and his colleagues in Geneva,
Paris and New York to assess and
validate the authenticity and provenance
of Cartier pieces across the globe.
The Cartier Tradition department purchases and
sells Cartier collector’s items, most of which
were conceptualized and created before 1975.
The vintage jewelry, watches and precious items
are sought after by a sophisticated clientele who
seek exclusive pieces for their private
collections.” “The history of the company is so
rich, even for us, who work there all day, every
day – we’re still discovering things we haven’t
seen before,” says Berger.

13. Cartier’s social media platforms include: Instagram, Facebook, Pinterest, Twitter, YouTube, and most recently, Snapchat. They
have an e-commerce site and a few phone applications, including a Bridal App and a Watchmaking App. Also, they created the
Cartier Art Magazine and the E-Magazine Rouge Cartier, two other ways to communicate with people and create digital
content.
Cartier’s brand image reflects through all social media channels, where most of the content they post is professional. By using
“pro” content, the house makes sure they portrait the quality and excellence of their pieces. They have managed to create
engagement within their community of followers, which it shows through likes, comments, pins, retweets and shares. Although
the majority of their followers are on Instagram (45%) and Facebook (49%), they keep the rest of the accounts updated and
post fairly consistent (their Pinterest being the lowest with 17,300 followers).

15. The house of Cartier manages to continuously maintain the perception that they created more than a century ago.
Not only is their heritage expressed in the products but also in their social media accounts, which they use as tools
for enchanting consumers, just like they did with the royal families in the past centuries. All of their social accounts
reflect the rarity, excellence in craftsmanship and extravagance that distinguishes Cartier. Along with the innovation
in product development, they keep innovating and reinforcing their marketing strategy by adding channels that
garner new opportunities, like Snapchat. This makes them stand out from most competitors in the Fine Jewelry
industry, that only limit their social media marketing to a couple of platforms. Cartier’s strategy helps the brand
expand their network and increase their community’s loyalty by storytelling. They continuously portrait their
luxurious heritage, years of experience, tradition and detailing in every post and product they develop, and still
manage to keep relevant to this period of time. Therefore, they are not only the “King of Jewelers” like King
Edward VII said, but also Kings of Social Media in their industry.

17. Cyrille Vigneron
Chief Executive Officer of Cartier "CEO"
One, to re-establish Cartier’s brand territory in a fast-moving and global market.
Two, to reconsider all product lines and make sure they fell firmly within the
vision of those new parameters.
Three, to revitalize our retail and communication strategies, which had become
a bit conventional and dusty.
Travel retail success would be the same as other
retail success. It’s anywhere where you have a
beautiful presence in key areas, which is about
building a good image for a luxury brand, and where
customers can find an experience they want.” – Cyrille
Vigneron
Cyrille Vigneron
CEO Vision

19. Jacqueline Karachi-Langane
creative director
Vision
A fountain of creativity, conceive ideas that capture
hearts and imaginations.
If we don’t use these traditional métiers d’art in high jewelry, they will
disappear. At Cartier, we modernize these techniques, and utilize them in a
contemporary fashion,” says Karachi-Langane.

22. Cartier
Iconic Products

30. Product in the Marketing Mix Of Cartier :
Cartier was the first company to make wristwatches for men and afterwards also became responsible for
models like Baignoire, Tortue and Tank. Later the company decided to add other products to
its product kitty and thus ventured in jewelry designing sector.
Louis Cartier was one of the first designers to use platinum for jewellery settings and this was greatly
appreciated by its clients. Some of the main products of this renowned brand include-
Jewelry- rings, charms, brooches, earrings, necklaces and bracelets.
Watches- Men’s watches like Pasha de Cartier, Tank and Tortue and women’s watches like Crash, Tortue
and Tank.
Fashion accessories – Leather goods like belts for men and women, handbags and agenda refills. Eyewear
includes optical for women and men, sunglasses for male and female and precious eyewear
Fine objects – It includes stationary, money clips, key rings, lighters, scarves, cufflinks and writing
instruments.
Perfumes – it includes Declaration, Pasha and Dragon.

31. Place in the Marketing Mix Of Cartier :
Cartier is an international brand with global exposure. Its operations are spread over one hundred
and twenty-five countries and it has nearly two hundred stores to its name. Its diversified products
are sold in these outlets by experienced employees. Its perfumes are available at high-end boutiques.
The brand has also opened online stores to meet the ever-growing demands of online shoppers.
Cartier products are available in exclusive outlets like top-quality resorts and hotels all over the
world. Its three important flagship stores are located in London, New York and Paris. In the year 2008
and in the year 2015 it opened another flagship store in Seoul and Houston respectively.

32. Price in the Marketing Mix Of Cartier :
Cartier is a premium brand offering premium and exclusive products. It deals with
upper-section of society who prefers exclusive and rare pieces. As money is not the
primary consideration for such high-profile people, they can afford the premium
pricing policy of this brand. Its pieces are value-added and hence fetch high prices
easily. One of the main advantages of the brand is its reputation in the market that has
survived for so long as a top-class brand. Cartier has more to offer than its competitors
and hence they do not have to compromise by keeping competitive pricing policy. They
have always adopted a premium pricing policy for all their products.

33. Promotions in the Marketing Mix Of Cartier :
Cartier has a history of catering to celebrities and royalty. They are their actual
ambassadors. The first patron of royalty status for brand Cartier was Princess Mathilde.
Kate Middleton wore a Ballon-Bleu Timepiece from Cartier and King Edward VII placed
an order for 27 tiaras in the year 1902. It went on to become a favourite of various royal
houses of Russia, Romania, Portugal, and Spain. Exclusivity is the mantra of this brand and
they try to project all their items as exclusive and first-class. Its watches come with a
personalized box that is appreciated by customers.
The brand has taken the help of online obsession and has started advertising through
social media via Twitter and Instagram. Cartier has managed global popularity through its
promotional activities. Good advertising has increased its brand visibility. Eye-catching ads
are aired on television to provide maximum exposure. Its products and designs are
displayed in elite magazines that have a worldwide viewership.

35. Cartier target consumers only a small and niche-type of population. Its main
target market or target audience belong to the luxury sector of the market who
are individuals classified at the top-end spectrum of wealth and social-
economic status. Usually, its target consumers spend heavily on authentic and
famous luxury brands to further enhance their image and position in the society,
therefore, it set a strong calling and demand to remain loyal to the brand.
Cartier based on its strategic approach is to connect existing Cartier costumers
to the brand and continue to give them unique experiences while also capturing
new clients who may be interacting with the brand for the first time

38. Thank you