CARTIER

Cartier, one of the most revered names in jewellery, is synonymous with beauty, style and quality. Cartier Monde is now the world's biggest luxury jeweller, with some 200 retail stores in more than 125 countries.

Cartier owes much of its present-day success to its founding family members. The first Cartier to become a goldsmith was Louis-François Cartier in the 18th century. His grandson, also called Louis-François, set up the Cartier company in Paris in 1847. Already renowned as one of the finest jewellers in Paris, he was soon able to expand his business and set up shop in the fashionable Palais-Royal district. Royal patronage from a cousin of Napoleon III opened the door to the highest echelons of Parisian society.

In 1874 Alfred Cartier took over the running of the business from his father Louis-François. Alfred's three sons, Louis, Pierre and Jacques, would eventually turn the family business into a global empire. Louis Cartier was the key player in expanding the Cartier empire on a global scale, opening a London branch in 1902, and a New York branch in 1909.

In 1904, Louis Cartier designed a watch for the Brazilian aviation pioneer Alberto Santos-Dumont. Santos wanted a watch which was more suitable for use when flying than the traditional pocket watch, so he asked Louis to design something for him. So it was the now world-famous Cartier Santos wristwatch, was born.

The first London shop in Burlington Street was appointed official purveyor of jewellery to the court of Edward VII. In 1907, under the management of Jacques, the youngest of the three brothers, they moved to 175 New Bond Street.

Following on from the success of their London branch, Cartier expanded into the American market , opening a shop in New York in 1909, under the management of Pierre Cartier. Initially, all merchandise was shipped from Paris, but a workshop was soon set up in New York and Pierre Cartier quickly established the Cartier brand image across the United States.

In 1910 two more Cartier branches were opened, one in Moscow and one in the Persian Gulf. Meanwhile, business was so good in New York that they moved to splendid new premises on Fifth Avenue, and soon the Cartier brand had gained worldwide recognition.

Even during the First World War Cartier continued to do business, thanks to their inventive and original designs. In the inter-war years, two more branches were opened in fashionable beach resorts, Cartier Cannes in 1935, and Cartier Monte Carlo in 1938. Further branches were opened in Geneva, Hong Kong and Munich, with members of the wider family assisting in the running of the expanding Cartier empire.

As the pioneering members of the Cartier family either died or retired from active business, Cartier International, formed in 1945, evolved into an enormous multinational organisation. Having gone through various takeovers whilst always maintaining its position as one the world's leading luxury brands, Cartier is today the centerpiece of The Vendome Luxury Goods Group, turning over several billion dollars every year.