Chapter 10: Product Concepts

    Cartier is one of the most respected high luxury brands in the world that dates back to the late 1800s, known for creating beautiful, timeless, and exquisite jewelry. The maison captivates the heart of the jewelry lover, distinguishing itself amongst other high-luxury jewelry brands with it’s rich history of serving the world’s royalty and elites, leaving admirers unwilling to accept a substitute. What draws people to buy this exquisite jewelry is not only the high quality and beauty of the pieces,but rather it is the name "Cartier" that attracts and captivates them the most. Throughout the history of its existence, Cartier proved itself as a leader of fine jewelry making in the world arena, gaining a highly respectable reputation and high brand equity. Their trademark name is the driving factor of the appeal of Cartier. Throughout its years of serving royalty, elites, and celebrities, Cartier maintained brand royalty and its reputation as the King of Jewelers.

     The maison boasts a great width of product depth offering rings, necklaces, bracelets, earrings, chains, pendants, and brooches in addition to men's and women's watches, with notable depth of their product lines including their  Panthere , LOVE, Trinity, Amulette, Juste un Clou, Paris Nouvelle Vague, Royal, and various watch collections, with multiple uniquely crafted artisan pieces in each collection. Cartier jewelry has its own personality given by the underlying history of  maison as well ad the commercials that help it come to life. 

Cartier's signature piece from their Trinity de Cartier collection 

    Cartier’s commercials and advertisements are made in coherence with it’s status and reputation of being a high luxury brands. The maison’s commercials, such as their L’Odyssee de Cartier and their Winter Tales create a feel of luxury and exclusivity that Cartier is known for. However, their dynamic ads and commercials come at a price of millions of dollars in marketing each year, making it appealing for other company’s to steal their trademark signature. In September of 2007, Cartier sued american brand Carter Jewelers for infringing upon their trademark rights, eventually winning the case. Cartier's  brand name which is written in script can be found engraved on the inside of each individual Cartier piece and their logo on the box that comes with the purchase. The packaging and boxes the jewelry comes in is of superior quality, offering cushioning on the interior of the box to protect the jewelry. This signature red box extends the feeling of luxury of a Cartier purchase. 

Cartier's panthere with the signature red boxes

Cartier's brand name with their logo (top)

Cartier's logo

Cartier's brand name engraved on the inside of a ring

     Just as the jewelry box is meant to product the product, the warranty protects the buyer and gives essential information about the product. Each Cartier purchase comes with a pocket user's guide and a certificate of authenticity. Cartier also offers a warranty on its watches which can be also found on their website.

Cartier box alongside their Warranty booklet 

Cartier packaging with a Cartier authenticity certificate

   Throughout the world, Cartier sells the same jewelry with the only difference being product mix width and product line depth offered at the Cartier boutiques based upon the size of the boutique. Being that the maison is named after it's founder, Louis-François Cartier, its has one brand name everywhere due to the fact that "Cartier" isn't a real word in any language and therefore does not have any negative connotations in any local market. This one brand name strategy works to their advantages as it gives the maison greater identification of their brand from market to market as well as ease of promotion worldwide.