Cartier unveils that latest campaign, entitled The Culture of Design, concentrating on its Magnificent Seven of iconic creations.

January 15, 2021

For Cartier, everything begins with the design as the iconic Tank, Trinity, Juste un Clou, Santos, Love, Panthère and Ballon Bleu are rooted in four main principles of creation: the purity of the line, accuracy of the shape, precision of proportions and precious details.

Cartier’s desire is to reduce an object to its purest form: its structure. Almost obsessively, this search for simplicity reveals an object’s defining characteristics.

The intuition of a jeweler is to find beauty wherever it may be and to dare to elevate what others tend to hide. Every detail is significant. Nothing is aimlessly added. It is a perfect union between extraordinary form and function.

A delicate balance exists between line and shape as volume and harmony must emanate from every design. While an object’s precision is measure by how you wear it, proportion takes it to another level, defining its elegance. An exacting precision, led by technical innovation, allows Cartier to rework proportions without distortion.

Being a master of shapes is above all an exploration. What can be created with a square, circle, oval or rectangle? By measuring the effects of symmetry, parallelism or asymmetry, by adding perspective, by creating depth, the Maison seeks to bring movement and a new life to every form.

Each of the objects is a design legend within their time and also an icon of today. Standing the test of time – classic, eternal, essential – they continue to be reinvented as a boundless source of creative energy. As heirlooms, their connection to the wearer grows with time, creating a powerful link between heritage and timelessness.


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