The Cartier ‘Drive de Cartier’ was about as close to a number one hit as you can get in the watch industry. From the minute it was released, it was popular with journalists the world over – us wholeheartedly included. It appealed to round and small watch markets like Asia as well as tastemakers in other markets, and it was smartly priced. In a refreshingly frank interview, Cartier’s International Marketing and Communication Director, Arnaud Carrez, details how, after a wayward period where brands “tried to be everything and everywhere”, the Drive is powering Cartier to new heights. 1 – The Drive refocused Cartier on what it does best – “masculine elegance” “The Drive came at the right time, because it was years after the birth of fine watchmaking at Cartier, after the Calibre and Calibre Diver watches. I think these stories were very nice, but we probably stretched into fields where we are not necessarily legitimate. “Our masculinity is not muscles, sport, achievement, performance. It’s a different masculinity. It’s more elegance, and style, and refinement, and we are fine about it.” “I’m not saying we shouldn’t do that kind of watchmaking. We created an impressive momentum in fine watchmaking. We were really…
The post EXCLUSIVE: “We stretched into fields where we are not necessarily legitimate.” 5 brutally honest quotes about Cartier’s recent releases appeared first on Time and Tide Watches.