THE CARTIERS is a new book on the history of Cartier, written by Francesca Cartier Brickell (granddaughter of the last Cartier family member to have a stake in the company). It is a wonderfully warm book. The most touching (and insightful) sections are the interviews the author conducted with her late grandfather, Jean-Jacques Cartier, who provided a unique first-hand insight into the brand from its inception in 1847, until the family sold the last part of the company in the 1970s.

There have been other books on Cartier of course devoted to both jewellery and timepieces. None, however, manage to intimately describe the Cartier family behind the brand. This book manages to weave the personal histories of the 3 generations of her ancestors across continents, global events and the glitzy world of celebrities and royals.

This intimate portrayal of the “internal workings” of the Cartier family is the greatest contribution of this book to the sphere of jewellery and horology scholarship.
For us, watch enthusiasts, there is of course the Tank, and The Santos Dumont, and the other icons of Cartier to discover within its pages.

For marketers – you will see echoes of your work but done a century ago (e.g. a partnership with the first global celebrity couturier Charles Frederick Worth was a gem to discover).

In fact, the history of Cartier (both family and Maison) is a microcosm of the world’s perturbations; and the global reach of luxury.

Just think of what Cartier has weathered from its humble beginnings in a piece-meal Paris workshop; through mergers, revolutions, The Great Depression, World Wars, The Jazz Age, Swinging 60’s, Hippy 70’s; and up to now.
Reading this book, European history is glimpsed as if through a jeweled looking glass (an item, I am sure Cartier would be happy to supply you now).

It is a lovely book. Go read it!