CARTIER: a timepiece to own for a lifetime

“Never imitate, always innovate” - Louis-François Cartier

Cartier luxury watches are some of the most iconic works of art and recognizable timepieces in the world. It was founded in 1847 by Louis-François Cartier backed by French roots in Paris. The brand longs this craftsmanship for over 175 years enduring brand longevity. It is a mark of elegance and class because of its with assured popularity amongst the high-end consumers of jewelry and watches. The customer bases are spread worldwide with its presence in over 60 countries with competitors like Patek Philippe, Rolex, Omega, and Audemars Piguet.

In the virtue of the timepieces being owned by The Royals and High-Net individuals the watches don't come with a sole purpose of telling time but are widely seen as status symbols. It is regarded as an investment due to the excellency of the product and passed on to generations. Cartier works on maintaining the brand and its inherited heritage and goodwill over long years. They consider product development in accordance with trends to be an essential part for ensuring that future generations continue to favor the brand. The brand engages in various marketing practices to develop and maintain their legacy over these years. We will be dissecting about what goes behind in marketing the Luxury watches of this segment.

LOGO

Image source: Cartier Website

Luxury is never loud hence the logo of Cartier itself portrays simplicity to a level which can be seen in the logo. Cartier is written in a classic hand-written calligraphic oblique font. The Cartier logo is a stylized version of the letter "C" within a double oval. The inner oval is edged with small beads, while the outer oval is solid. The logo is meant to represent the luxury and elegance of the Cartier brand.

Exclusivity in the distribution

Cartier isn’t a brand owned by all the people in the world. It is due to the brand’s use of an exclusive distribution strategy. The products are not readily available to everyone and the brand is not widely owned by everyone due to the high-end pricing. With this strategy the products are not provided to all the retailers they have specifications of supply the products to the market and have control over their consumer base. They also customise specific pieces for their set of clientele which are exclusive users and fans of their brand instead of product category.

Product supply with the use of marketing strategies

The products of Cartier are fairly priced which attracts a certain affluent class of customer. It is directly related to where the product is supplied. All the Cartier stores are located at areas where the elite class people can buy like New York, Dubai, Singapore, Switzerland. This is an important startegy as the products will only be bought by a certain band of customers. However, there could be some exceptions in the strategy if they want to acquire a new market. This is testing strategy for the Cartier to check how the products are performing to the new market.

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