The Drive de Cartier is a robust, men’s only cushion shaped watch with understated but clear masculinity. Many years later in 1996 the updated version, known as the Tank Francaise became legendary the world over.Ĭartier has a range for all tastes with the Cartier Ballon Bleu somehow combining sporty, casual and dressy all in one watch. The Cartier Tank being post WW1 was named after the military tank that proved so pivotal in the war. The Cartier Tonneau, Cartier Tortue and the Cartier Tank followed swiftly on the heels of the Santos, providing a range of case shapes for men and women and a clearly defined aesthetic identity. The first notable watch launch was the Cartier Santos in 1904 so named after the Brazilian aviator Santos Dumont. By the early 1900’s such was the brand’s success with high end jewellery that British Royal Warrants were awarded and thus the now world famous ‘Maison Cartier’ was born. 1899 marked the move to new premises in Paris’ Rue de la Paix where the company is still based today. The business remained a family owned enterprise until 1964 when it was acquired by the Swiss Richemont Group and is now a wholly owned subsidiary. It all started back in 1847 with Louis Francois Cartier in Paris, with high class jewellery only until around 1874 when his son expanded the business into watches.
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