IN-DEPTH: the Drive de Cartier Extra Flat in steel — driving the value proposition

The story in a second: A lot of value for not a lot of case. Though “perceived value” has become the new marketing-speak of the last couple of years in the watch industry, there still aren’t that many brands in the luxury watch industry that have taken any real significant strides. Sure, we’ve seen prices nudge their way down from Zenith through to Bell & Ross, but in my opinion these moves have been more about correcting past price creep rather than delivering greater bang-for-your-buck than what’s already been on the market. Of all the players at the big table, I never imagined it’d be Cartier leading the real value charge, but in the case of the Cartier Drive de Cartier Extra Flat in steel this is precisely the case. Great design, a killer hand-wound calibre, and an unrivalled (for the dollar) case profile all make this new release a home run, especially now it’s being offered in non-precious metals. When the first white gold and rose gold models were announced in 2017 there was a hefty outcry from the industry’s media dying for a steel offering to be added, and clearly there was enough marketing data to back it…

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