CARTIER: The Grandeur of Cartier's Royal Image

Cartier has developed a strong following among the elite, largely due to their strategic use of royal endorsements. The brand traditionally used the endorsement of royalty to convey a sense of prestige and exclusivity. This is exemplified by the fact that mostly The British Royals are spotted wearing Cartier timepieces once in a while.

The Tank Française watch in gold and diamonds, originally owned by Princess Diana, has been passed down to Duchess of Sussex Megan Markle as an heirloom. This is a tribute to Princess Diana, honoring her memory by preserving her beloved timepiece. This is what has enabled Cartier to build an impressive reputation in the luxury watch industry, especially among those of royal status. This helps convey a sense of sophistication and exclusivity that appeals to their target audience.

In 1938, a watch of remarkable design was created, renowned for its miniature size and lasting as a timeless classic ever since made for Princess Elizabeth of the United Kingdom. Cartier has also leveraged the power of publications with large readerships to extend their reach and drive brand awareness and has been instrumental in helping the brand become one of the most recognizable names in luxury watches. They have employed various traditional methods, including articles in vogue, Swisswatches Magazine, Pinterest and showcasing their watches on members of Royal families to create buzz around their products. Enabling the brand to connect with their target audience in a more intimate setting, further reinforcing their association with royalty.

This is how Cartier has solidified its reputation as a high-end, exclusive jewelry brand through its association with royalty, creating a prestigious image that has made them one of the most renowned luxury jewelry companies in the world.

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Source: https://www.vogue.fr/jewelry/article/royal-family-watches