730 Cartier Brand Expansion

BRAND

Anna Thornton | Marissa Surgeon | Holden Dahlerbruch | Payton Polk

EXPANSIONN

TABLE OF CONTENTS

COMPANY SUMMARY

Company History

Pesta Analysis

Current Status

Swot Analysis

Aaker Brand Planning

Kapferer’s Prism

Keller’s Pyramid

Tribal Marketing PART 1

Market Overview

Market Size Competitive Landscape

Future Market Trends

Customer Segments

Future Consumer Trends

Assessment

Current Status

Future Growth Status

Cannata’s Diamond

Timeline

EXECUTIVE SUMMARY

We navigate Cartier’s brand heritage and study its global state, identity, and the different aspects of the brand to elaborate a clear framework Examining the luxury segments, competition, trends, future growth conditions, and the realm of the mental and market space, we conducted a strategic evaluation of the landscape to chart a roadmap that extends to 2034 for maximizing brand equity based on Cannata’s Diamond strategies, while continuing to be the symbol of excellence, innovation, and timeless beauty

CARTIER: ORIGINS

1847- 1899

In 1899, Louis-François' grandsons, Louis, Pierre, and Jacques Cartier, moved the flagship store to the prestigious Rue de la Paix in Paris. This strategic relocation placed Cartier in the heart of the city's luxury district, attracting elite clientele and solidifying its reputation as a purveyor of fine jewelry

The quality of craftsmanship and attention to detail established Cartier as a reputable jeweler among the French aristocracy. He established a business that became the pioneer in luxury jewelry, setting the stage for Cartier’s reputation for excellence and authenticity (which greatly influenced the brand awareness pillar)

In 1856, Cartier received his first royal warrant from Princess Mathilde Bonaparte, the niece of Napoleon Bonaparte, establishing its reputation among the elite it greatly influenced the brand's density .

CARTIER: EXPANSION AND ROYAL PATRONS

1899- 1939

In 1899, Louis-François' grandsons, Louis, Pierre, and Jacques Cartier, moved the flagship store to the prestigious Rue de la Paix in Paris. This strategic relocation placed Cartier in the heart of the city's luxury district, attracting elite clientele and solidifying its reputation as a purveyor of fine jewelry(further increase in brand awareness)

In 1901, Cartier’s reputation was further enhanced by its association with royalty, as it became the official jeweler of kings and queens, including King Edward VII of England and Tsar Nicholas II of Russia

Not long after, Cartier had established branches in London (1902), New York (1909), and St. Petersburg (1912), catering to the demand for luxury goods among elites across the globe These international outposts helped Cartier gain recognition as a truly international luxury brand (these decisions impacted the brand awareness pillar by giving the brand more exposure, as well as, adjusting their product offerings)

CARTIER: WORLD WAR II AND POST WAR 1939-1970

During World War II, like many luxury brands, Cartier faced significant challenges. The war disrupted much of their production process, including international trade and posed threats to the safety of their employees and assets. Cartier's operations were also affected, as the war disrupted supply chains and limited access to scarce metals and stones. Additionally, many of Cartier’s clients were impacted by the war, leading to a decline in demand for luxury goods

Following World War II, Cartier went through a major resurgence in creativitythis introduced new designs and expanded their product offerings to include watches and fragrance

Between the years of 1945 and 1970, their post-war innovations revitalized the brand, appealing to a broader audience while maintaining its exclusive essence

CARTIER: DIGITAL AGE

Since being introduced to what’s known as the “Internet”, in the early 2000s, Cartier has embraced the emerging digital world of technology. Especially social media, which they use to engage with consumers and showcase its heritage, classic craftsmanship, and latest collections. Today, the brand also focuses on sustainability and corporate social responsibility initiatives- which have impacted their production processes and their appeal to different niches in luxury fashion

Over the years, Cartier's adjustment to the brand has increased visibility and accessibility. Furthermore, their commitment to sustainability speaks to their socially conscious consumers, which in turn further strengthens Cartier’s timeless brand image and contributes to the consumer’s brand loyalty

POLITICAL

Monarchy and Aristocracy: During the time of Cartier's founding in 1847, France was under the rule of a constitutional monarchy. The political landscape was characterized by the influence of the aristocracy, who were often patrons of luxury goods. Cartier's success was intertwined with its ability to cater to the tastes and preferences of the French elite. At this point, the Cartier brand became very appealing to the bourgeois class

Colonial Expansion: France was actively engaged in colonial expansion during the 19th century. This provided Cartier with access to authentic materials like rare metals, gemstones and materials from around the world, which played a crucial role in the brand's designs and offerings.

ECONOMIC

Industrial Revolution: The Industrial Revolution was during the 19th century, leading to significant econo Cartier benefited from the rising wealth of the bourg sought luxury goods as symbols of status and wealt with the decreasing influence of the Bourgeoisie cla job opportunities for the working class promised by differences in economic classes began to shift. Wea wanted to display their class, and a successful revolu economic success more accessible to the working c didn’t usually focus on style in class had the opportu

Global Trade: The expansion of global trade routes importation of materials such as diamonds, rubies, a Cartier utilized in its jewelry creations. Access to the helped Cartier establish itself as a premier luxury bra

SOCIAL

Rise of Bourgeoisie: The emergence of a wealthy middle class created a new market for luxury goods. Cartier positioned itself to appeal to this growing segment of affluent consumers by offering high-quality, exclusive jewelry designs. At this point, coming from a revolution, the upper classes were forced to find means of retaining their social status. Being a member of the Bourgeoisie came with less political power, but social power remained

Changing Social Norms: The 19th century saw shifts in social norms and customs, particularly regarding fashion, leisure and personal adornment. Cartier capitalized on these changes by creating innovative and trend-setting jewelry designs that appealed to evolving tastes. In 1867, the French government granted expanded freedoms to the press, which allowed more voices and free thought on social matters

TECHNOLOGICAL

Advancements in Jewelry Making: Technological advancements in the production of jewelry, like new techniques for gemstone cutting and metalworking, enabled Cartier to produce intricate and elaborate designs. This set Cartier apart from its competitors and contributed to its unique craftsmanship and quality reputation. During this period, Paris was center stage for global innovation in the late 1800s, even hosting the World Expo in 1878

Transportation and Communication: Improvements in transportation and communication networks facilitated Cartier's ability to source materials from distant locations and reach customers across the globe. This allowed the brand to expand its reach and establish itself as an international luxury powerhouse

ARTISTIC INFLUENCE

Art Movements: Cartier drew inspiration from various artistic movements of the time; including Art Nouveau and Art Deco. Starting in the 1910s, but especially during the Roaring 20s and the 30s, Cartier put into work a brilliant brand strategy- to embrace the art world around. This was the start of flowing lines, natural motifs and bold, geometric designs that reflected the aesthetics of the time. This was the period in which iconic pieces like the Tutti Frutti jewelry and the Cartier Tank watch were introduced. Ultimately, Cartier's Art Deco designs became the epitome of elegance and class- with an artistic touch

Craftsmanship as Art: Cartier elevated jewelry making to an art form, employing skilled artisans and craftsmen to create pieces that were not only beautiful but also technically innovative. This fusion of artistry and craftsmanship contributed to Cartier's reputation as a purveyor of fine jewelry

Ownership: Richemont Group

Locations: 200+ boutiques across the world

Motto: Never imitate, always innovate

Vision Statement: This vision enables a creative territory that is shaped around a unique style. From jewelry and fine jewelry to watchmaking and perfumes: Cartier's creations symbolize the fusion of exceptional savoir-faire and timelessness

Values: Creativity, freedom, sharing and excellence

OSQuality craftmanship

Global presence

Responsible sourcing of materials

Iconic and recognizable products

Positive Online Experience

Pricing power

Natural gemstones and diamonds

WSlowed innovation, specifically within men's categories and watches

Aged brand connotations

Vertical integration to purchase

materials

Targeting Millenial consumers

Protection on future proprietary designs

Innovation in the online consumer experience

TFuture struggles to source materials

Counterfeit products in the market (specifically Love bracelet)

Increasing popularity of lab-grown diamonds

BRAND AS PRODUCT Love

Just

French heritage

Cultural dialogue

Details Craftsmanship Customization Heirlooms

BRAND AS ORGANIZATION

Savoir-faire Creativity Passion Sustainable Empowering Excellence

BRAND AS PERSON BRAND AS SYMBOL

Physical

Trinity/three rings

Love bracelet

Panther

SENDER

C de Cartier logo

Relationship

Respect

Cultivate

Enlighten

Committed

Personalized

Reflection

High

Affluent

Elegant

Daring

Appreciates

JUDGEMENTS

PERFORMANCE

*Sources: Richemont

RESONANCE

Events and exhibitions

AR experience on website

Exquisite store service

Product placement in films

Social media, advertising, and CRM

Reliable

Excellence

Open-mindedness

Curiosity

Love

Bond

Surprise

Happiness

FEELINGS

Timeless

Innovative

Sculptural and architectural designs

High-priced

SALIENCE

Achievement

Desirability

Expressive

Exclusive

“The reference of true and timeless luxury”*

High brand awareness

Storytelling

Majestic

IMAGERY

POSITIONING VIA LOCATION

Soon after Cartier’s founding, it relocated to a high-fashion area to attract a higher-class consumer

LOYALTY VIA EXPERIENCE

Treating everyone as the most important person added value and the desire to experience buying

REPUTATION VIA INNOVATION

Cartier developed instantly recognizable pieces that stood out from the competition

GROWTH VIA OPPORTUNITIES

Cartier began to nurture the following with celebrities and royal families, increasing recognition

UNIQUE

REVELATION

Balancing innovation within timeless pieces craftsman quality, and customer experience

Panthère de Cartier, Tank, Love Bracelet, Trinity Ring, Crash, Juste un Clou, Santos

LEXICON DISTINCTIVE

Creative Freedom, Excellence, Quality Materials, Savoir Faire

BELIEF SYSTEM BRAND RITUALS

Consumer experience with chocolate and drinks, customization and engraving, in-store service

PART 2

MARKET ANALYSIS & TARGET CONSUMER

LUXURY GOODS OVERVIEW

LUXURY LEATHER GOODS

LUXURY WATCHES & JEWELRY

PERSONAL

LUXURY GOODS

PRESTIGE COSMETICS & FRAGRANCES CARTIER BRAND

LUXURY EYEWEAR

2023-2028 LUXURY GOODS FORECASTED ANNUAL GROWTH

The luxury goods market is forecasted to reach $418.9B by 2028 The United States is currently their biggest market

Next is China, Germany, France, and the United Kingdom

2023-2028 LUXURY GOODS ONLINE VS OFFLINE

Offline sales remain dominant worldwide

Consumers prefer the instore experience

Online sales will remain with steady growth through 2027

LUXURY FASHION LUXURY LEATHER GOODS

LUXURY WATCHES & JEWELRY

COSMETICS & FRAGANCES

2022-2028 FORECASTED GROWTH OF LUXURY SEGMENTS IN BILLIONS

Luxury watches & jewelry will increase by 30% by 2028

Luxury leather goods has the highest growth potential, with a forecasted growth increase of 40% by 2028

Prestige cosmetics and fragrances will grow 39% more, and luxury fashion will grow 35%

2023-2028 JEWELRY & WATCHES FORECASTED ANNUAL GROWTH IN BILLIONS

The jewelry & watches market had 74.97B revenue in 2023 The market is forecasted to grow to 84.82B by 2028

By region: Asia is the biggest market, followed by the Americas region, Europe, Africa, and Australia & Oceania

By country: China is the biggest market for jewelry & watches, followed by the United States, United Kingdom, Germany, and France

2023-2025 JEWELRY & WATCHES ONLINE VS OFFLINE

Offline sales remain dominant worldwide

Consumers prefer the instore experience

Online sales will remain with steady growth through 2025

JEWELRY & WATCHES MARKET SHARE BY GROUP

Richemont, Rolex, and Swatch Group have a 45% share of the market each

Richemont has 3 jewellery maisons and 8 specialist watchmakers

LUXURY JEWELRY MARKET BRAND SHARES

LUXURY WATCH MARKET BRAND SHARES

Audemars Pigu… Patek Philip…

RESALE MARKET

Cartier does not resell They have a partnership with Watchfinder & Co. in select stores You can exchange any luxury watch for a new Cartier watch. There is a process for authentication through their partners. If approved, a credit is applied in the store

RESALE RETAINED VALUE OF WATCHES & JEWELRY

RICHEMONT SALES SHARE BY REGION AND PRODUCT CATEGORY

ASIA PACIFIC

EUROPE

2016-2023 CARTIER BRAND VALUE

Competitive Landscape - Jewelery

EXCLUSIVE

TIFFANY

& CO

Tiffany & Co. was founded in 1837 by Charles Lewis

Tiffany in New York City, New York

Tiffany & Co. was purchased by LVMH in 2021 and now acts as a wholly-owned subsidiary

The company was the first to bring diamonds to the United States for domestic sale and the first US company to use the .925 standard of silver

Tiffany & Co. uses many celebrity endorsements, ranging from Audrey Hepburn to Anya Taylor-Joy

The company thrives in developing and following trends and sculptural jewelry

TIFFANY & CO

Savoir Faire includes the Tiffany Set Diamond, 1837 Blue, a heritage of introducing new gemstones to the market, and manufacturing silver, including major sports trophies

While Tiffany & Co. does not own any mines, the company has strong access to jewels and silver

The company holds over 25 active US design patents in watches and jewelry

Tiffany & Co. operates over 300 stores worldwide, most of which are in the United States of America (93 locations) and Asia Pacific (91 locations)

Tiffany & Co. is valued at $7.03 Billion

VAN CLEEF & ARPELS

Van Cleef & Arpels was founded in 1906 in Paris after Alfred Van Cleef and Estelle Arpels's 1895 marriage

Richemont acquired the majority stake in Van Cleef & Arpels in 1999 and increased his share through the 2000s

Savoir Faire includes the Mystery Set, Mirror Polish, an emphasis on hand-selected gemstones, enameling, engraving, and miniature painting

Van Cleef & Arpels believes that craftsmanship and patience are the heart of the creative process

VAN CLEEF & ARPELS

The company releases one new series of high jewelry every year

Van Cleef & Arpels has a history of supporting education in gemstones and luxury jewelry manufacturing

The company holds over 90 active US design patents in the fields of jewelry and watches

The company operates over 140 stores globally and sells products online in 26 countries. It has market share in Asia, Europe, the Middle East, and the USA and has recently expanded to New Zealand and Portugal

CHOW TAI FOOK

Chow Tai Fook is a Hong Kong-based jewelry brand founded in 1929 by Chow Chi-Yuen in Guangzhou

While the Cheng Yu Tung family holds 72.39% of the company, 27.61% is publicly traded on the Hong Kong Stock Exchange (1929.HK)

Chow Tai Fook is credited with pioneering a fixedprice policy in the region and being the first to institute the 999.9 Gold standard in Macau and Hong Kong

The company pulls from traditional Chinese motifs while boasting contemporary lines, including the HUÁ and Rogue collections

The brand quickly adapted to the technological age with digital advertisements and a mobile application

CHOW TAI FOOK

Chow Tai Fook operates over 7000 stores in mainland China alone, with distribution to over 100 stores across the world

Chow Tai Fook has a majority share of the jewelry market in Asia and has cornered the Chinese market Brand heritage includes traditional motifs for the region uncommon in western brands

The 2023 revenue was $12,119,396,718 (converted from HKD)

In 2023, over half of sales in mainland China were wholesale. Over $10,400,000,000 of sales in 2023 was in China

T Square Bracelet

$1,800

Lock Bangle

$7,300

Return to Tiffany Necklace

$200

Sweet Alhambra Bracelet &

$1,380

Perlée Pearls of Gold Ring

$800

Sweet Butterflies Bracelet

$1,380

Dancing Lily Diamond Ring

$870

Rouge 999 Gold Earrings $525

HUÁ 999 Gold Bracelet

$486

Love Bracelet

$4,750

Trinity Ring

$1,420

Juste un Clou Bracelet

$3,600

Competitive Landscape - Watches

Rolex is a watch company founded by Hans Wilsdorf in 1905

The Hans Wilsdorf Foundation wholly owns Rolex

The company boasts a heritage of innovations, including releasing the first fully waterproof wristwatch, the first self-winding wristwatch, and the first day-date complication

The company prides itself on using all in-house parts

Rolex has cemented the brand as a king within the watch industry with heritage pieces, including the Oyster Perpetual, Datejust, Daytona, Submariner, and GMT Master

The company has regular product placement in film and celebrity endorsements in performance sports

ROLEX

Rolex only owns one store in Geneva, Switzerland, and distributes products through authorized dealer retail locations. There are 1816 authorized dealers across 116 countries

The limited accessibility of desirable models combined with the the purchase process often requiring brand loyalty makes Rolex more desirable in the market

Rolex SA. holds 293 active US design and method patents ranging from clasp mechanisms to the process of coating ceramics

In 2023, sales hit $10.5 Billion, with over 1.24 Million watches produced

In 1848, Louis Brandt founded a watch company that would become Omega in Switzerland. After his death, the company was passed down in the family

Omega is owned by the Swatch Group

Omega advancements include the first wristwatch minute repeater complication, the first automatic movement with two weights, the first tourbillon movement, and the first watch to be worn on the moon Omega is known for precision timekeeping and has been used in the Olympics for over 100 years

The company has strong ties to pop culture through a partnership with the James Bond franchise, the Peanuts cartoon series, and record-setting athletes

OMEGA

Omega has over 300 active US patents, ranging from case design to complications

Omega is one of few brands at scale that somewhat regularly releases limited-release products

The recent collaboration with Swatch (also a member of Swatch Group) has introduced the Omega Speedmaster to younger demographics

The company had a revenue of $559 Million in 2023

In addition to authorized dealers, Omega operates 60 stores and sells on all six widely populated continents

JAEGER LECOULTRE

Founder Antonie LeCoultre began making watches in a converted barn in Switzerland in 1833, one of the first companies to manufacture all under one roof

Jaeger LeCoultre has been owned by the Richemont group since 2000

LeCoultre invented the Millionometer, the first device to measure microns, which changed the industry

In 1903, Jacques-David LeCoultre, Antonie's grandson, accepted a challenge from Edmond Jaeger (a Parisian watchmaker) to make ultra-thin Swiss/French Watches.

The companies merged in 1907 Iconic timepieces include the Reverso, which was developed to withstand the intensity of Polo games; the Polaris, which optimizes alarm sounds for underwater use; and the Gyrotourbillon, which has a multi-axis tourbillon

The company is known for precision and the ability to incorporate complex movements, such as celestial complications, in a small frame

JAEGER LECOULTRE

The company is known for inventing and popularizing unique complications that are quickly protected, leading to more than 400 registered patents

Jager LeCoultre regularly combines Swiss intricacies and technological feats with French design choices. This creates a unique blend of cultures uncommon in Swiss watches

The company operates more than 30 boutiques in addition to international retail partners

Jaeger LeCoultre has an annual revenue of $594 Million

Future Market Trends

CARTIER OPERATES IN

Richemont, LVMH and Prada Group, in 2021 revealed the Aura Blockchain Consortium, which allows blockchain to trace a luxury good’s product history and authenticity

Cartier specifically uses Aura for when a customer sends a piece back for repair, a NFT related to the piece is created on the blockchain

This NFT provides diamond owners proof of authenticity and traceability

CARTIER OPERATES IN

Immersive Experiences

Cartier’s most recent pop-up exhibition called “Time Unlimited” in Miami’s Design District

Celebrates and showcases their “most iconic timepieces”

Allows attendees to immerse themselves into the history of Cartier and journey through the brand’s vision for the watches

CARTIER OPERATES IN

Shopping Through Social Media

Although Cartier does not have direct “click to shop” icons on their in-feed posts, their stories feature jewelry with links directly to the website allowing users to discover products to buy through Instagram

Van Cleef & Arpels, David Yurman, and Gucci are just a few of the many luxury brands that incorporate shopping specifically through Instagram stories

COMPETITORS OPERATES IN

Lab Grown Diamonds

Tiffany & Co. has begun incorporating lab-grown diamonds in their collections

Tag Heuer has begun incorporating lab-grown diamonds in select watches

Lab-grown diamonds were valued at over $20 billion USD in 2021 and are expected to grow in market value by 2030, to nearly $52 billion USD

Customer Segments & Future Consumer Trends

HIGH JEWELRY

Affluent Individuals

Cartier's high-end jewelry segment primarily targets ultra-high-net-worth individuals who seek exclusive and exquisite pieces. These customers value craftsmanship, uniqueness, status, and luxury heritage

Celebrities and Influencers

Cartier often collaborates with celebrities and influencers to showcase its iconic jewelry pieces, attracting attention from their fan base and affluent clientele

HIGH JEWELRY

Market Space

Individuals with a penchant for extraordinary craftsmanship and exclusivity. Cartier's market space for high jewelry is driven by the desire to own and showcase prestigious pieces that reflect their elite status

Mental Space

Cartier customers have a mindset of opulence, exclusivity, and artistry. These consumers are often seeking a sense of status. They are usually established elites and collectors who associate high jewelry with luxury, prestige, and quality

WATCHES

Luxury Watch Enthusiasts/Collectors

Cartier's watch segment targets discerning consumers who appreciate fine watchmaking craftsmanship, heritage, and elegant design. These customers often collect luxury timepieces as an investment and status symbol

Celebrities and Influencers

Cartier often collaborates with celebrities and influencers to showcase its iconic jewelry pieces, attracting attention from their fan base and affluent clientele

WATCHES

Market Space

Consumers seeking luxury timepieces that blend craftsmanship with status form Cartier's market space for watches, driven by the desire to own iconic and prestigious timepieces that reflect their refined taste

Mental Space

People who view Cartier’s watches as symbols of timeless sophistication and status possess excellence, elegance, and class. This is reflected in the minds of luxury watch aficionados and luxury lifestyle seekers

BAGS AND ACCESSORIES

Fashion-forward Trendsetters

This segment comprises fashion-conscious individuals who seek luxury accessories that complement their classic style and make a statement. They are attracted to Cartier's bags, leather goods, and eyewear for their elegant design, craftsmanship, and brand image. These customers often follow fashion trends and seek to accessorize with iconic Cartier pieces

Affluent Gift Givers

This segment includes individuals purchasing Cartier fragrances as upscale gifts for friends, family, or colleagues. They value the brand's reputation for luxury and sophistication, making Cartier fragrances an ideal choice for special occasions and celebrations

BAGS AND ACCESSORIES

Market Space

Fashion enthusiasts and gift buyers seeking luxury accessories that exude style and prestige form Cartier's market space for bags and accessories, driven by the desire to enhance their personal style or impress recipients with luxurious gifts

Mental Space

Cartier consumers often have a mindset of luxury, style, and class. They seek fashion-forward trends and associate their accessories with elevated fashion and timeless elegance

FRAGRANCES

Market Space

Fragrance enthusiasts looking for rich, aromatic scents that evoke luxury and wealthy gift-givers seeking upscale fragrance

Mental Space

Those seeking refinement who associate Cartier’s fragrances with timeless class

CARTIER OPERATES IN

Self-Purchasing

Increase in self-purchasers in the luxury jewelry market

Gen Z is the most common age group for selfpurchasing

73% of female jewelry purchasers bought at least one piece of jewelry for themselves

CARTIER OPERATES IN

Online Sales

Cartier’s customer service team is available 7 days a week for 12 hours a day to answer questions during the online sales process

Cartier Ambassadors are available for appointments by phone to assist with styling or other aspects of an online order

64% of consumers surveyed said they expected brands and retailers to tailor offers to them

Over 41% percent said they would be less likely to shop with brands that lacked personalized communications

CARTIER OPERATES IN

Art Inspired Jewelry

Art and luxury jewelry share a creative synergy with similar audiences, both of whom appreciate artisanal excellence

Cartier has a collection of Art-Deco inspired jewelry with Persian, Indian, Oriental, Russian and Egyptian influences.

Chopard have a line of “Art Jewelry” created through collaborations with skilled artisans

CARTIER OPERATES IN

Mixed Metals

Mixing gold and silver metals into jewelry pieces has become increasingly popular in the past few years

Celebrities such as Hailey Bieber, Rihanna and EmRata were spotted styling this trend within the past year

Brands like Cartier, Tiffany & Co., David Yurman and many more have made this consumer trend even more popular through unique mixed metal designs

COMPERTITORS OPERATE IN

Hand/Body Jewelry

Body and hand jewelry was noted on Vogue’s “5

Jewellery Trends Set To Dazzle In 2024"

Dior’s latest high jewellery collection features

“gem-studded hand ornaments”

Swarovski offers gold and silver plated body

jewelry pieces embellished with crystals in their latest collaboration with SKIMS

INITIAL ASSESSMENT FOR BRAND EQUITY

Needs to work on brand recall of the non-core categories

BRAND AWARENESS

Needs to work on brand recognition for the next generation of consumers

Needs to develop the brand recognition in markets they are planning to expand geographically

INITIAL ASSESSMENT FOR BRAND EQUITY

Needs further exploration of store service experience innovations

BRAND LOYALTY

Needs to address digital natives who expect digital experiences

INITIAL ASSESSMENT FOR BRAND EQUITY

Functional

Reliable

Excellence

Craftsmanship

Details

Symbolic

High Net Worth

Affluent

Elegant

Daring

Unique

Legacy

BRAND ASSOCIATIONS

Emotional

French heritage

Love

Bond

Surprise

Happiness

Needs to offer more details on quality and craftsmanship in other non-core categories

Needs further exploration of associations for category diversification/innovation

Needs to continue developing sustainability initiatives

INITIAL ASSESSMENT FOR BRAND EQUITY

Needs to preserve and cater to their connoisseur/core consumer

BRAND DENSITY

Needs to keep cultivating exclusivity

SUMMARY OF ASSESSMENT

TROUBLES

2024-2029

Needs more communication on other non-core categories

Needs to work on brand recall of the non-core categories

Needs to work on brand recognition for the next generation of consumers

Needs to keep developing sustainability initiatives

Needs further exploration of store service experience innovations

OPPORTUNITIES FOR IMPROVEMENT

2030-2034

Needs to continue cultivating exclusivity

Needs to preserve and cater to their connoisseur/core consumer

Needs further exploration of associations for category diversification/innovation

Needs to research the brand recognition in markets they are planning to expand geographically

Needs further exploration of store service experience innovations

LUXURY ARCHETYPES

Cartier hovers between acting as a star brand and a connoisseur brand. The company illustrates strategies of both types of groups.

Star Brand

Advertising featuring celebrities and lifestyle imagery

Regular branching into auxiliary categories outside of jewelry and watches

Glamorous coding with little secrecy into products

Connoisseur Brand

Emphasis on product quality over brand/ wordmark usage

Dedication to quality materials and craftsmanship

Brand purposes of excellence, innovation, and uniqueness

LUXURY ARCHETYPES

While Cartier currently lives in between star and connoisseur status, refocusing on connoisseur approaches can help to secure brand value moving forward.

Cartier’s opportunity to reinforce connoisseur brand status lies in a strategic consolidation of approaches with the components of Cannata’s Diamond and a refocus on the brand purpose.

FUTURE KEY SUCCESS FACTORS

Brand Heritage: Cartier has been a strong brand since 1847 with its history rooted in prestige and royalty. Cartier should continue to capitalize on this strong brand connection to attract customers who are seeking to maintain a symbolic status of luxury and timeless elegance

Timeless/classic designs: Cartier pieces today hold or even exceed their original value. There is an opportunity for Cartier to re-launch old and classic Cartier designs

Customer engagement: Strong sales support with the option for personalized appointments in boutiques. There is opportunity to create an even stronger customer experience through strengthening relationships between exisiting consumers and the brand

FUTURE THREATS

Lab-grown diamonds: In beginning few months of 2024, 13.5% of diamond jewelry items sold in the U.S. were made with lab-grown stones

Ever-evolving sustainability standards: The use of eco-friendly materials are being adopted by major luxury fashion and jewelry companies

Geo-political conflicts: Changes in international trade laws effect the cost of raw materials, manufacturing, and transportation in the luxury industry

Counterfeit jewelry: Amazon and Cartier filed two joint lawsuits in 2022 on Amazon businesses selling counterfeit Cartier

BRAND IDENTITY

Change: While maintaining the timeless elements of Cartier's identity, introduce more dynamic and versatile design aesthetics that appeal to modern tastes. The brand's visual and product identity should evolve to reflect contemporary luxury trends without losing its heritage

Approach: Develop new product lines incorporating cuttingedge materials and technologies. Update the visual identity with more vibrant and contemporary branding elements in marketing materials and digital platforms

BRAND AWARENESS

Change: Increase focus on digital channels and innovative marketing strategies to boost brand awareness among younger demographics and in emerging markets. Brand recognition will increase in the future if the brand stays true to its image. Traditional media and high-profile events are important, but they should be supplemented with a strong digital presence. Cultivating exclusivity to continue to secure loyal Cartier consumers

Approach: Invest heavily in digital marketing, including social media campaigns, strategic collaborations, and content marketing that tells engaging stories about the brand's heritage and innovation. Utilize data analytics to target and personalize marketing efforts effectively. Expand presence in emerging markets through localized campaigns and collaborations with local celebrities

BRAND ASSOCIATIONS

Reinforce: Maintain associations with high culture, exclusivity, and timeless elegance. Cartier’s association with royalty, celebrities, and significant cultural events (e.g., the Venice International Film Festival) should be upheld and celebrated

Additionally, touch every aspect of associations:

Functional: brand reliability, pursuit of excellence, detail, and craftsmanship

Symbolic: Status, Opulence, Elegance, bold, unique

Emotional: Relationship to French heritage, love, and happiness

BRAND LOYALTY

Maintaining long-term customer relationships through personalized experiences and exceptional and exclusive customer service will increase brand loyalty Cartier should focus on creating emotional connections that go beyond transactional interactions

The company should integrate a more inclusive digital experience for newer generations, as well as a personalized, hands-on experience for customers in-store

CANNATA’S DIAMOND

PEOPLE

PURPOSE

PLACEMENT PROMOTION

PRICE

PRODUCT

BRAND PURPOSE

Cartier has a strong heritage of craftsmanship and luxury.

The brand purpose should continue to emphasize these core values while also integrating a modern sense of social responsibility and sustainability

Tapping into unique, artistic expression as jewelry will separate them from other brands by showcasing their pursuit of excellence

Highlighting ethical sourcing of materials, supporting artisans, and promoting eco-friendly practices can reinforce Cartier's commitment to excellence and social responsibility

CURRENT PRODUCT OFFERINGS

WITH INTRODUCTION YEARS

PRODUCT OFFERING QUADRANTS

EXCLUSIVITY

DEMOCRATIZATION

FUTURE PRODUCT - JEWELRY

Further development of unique and innovative jewelry featuring the Art Deco foundations that contributed to Cartier’s success in the early 1900s to enhance brand identity

Emphasis on new unisex products to capture younger markets

Continued dedication to natural gemstones and diamonds, further creating natural rarity

Collaboration with other brands to create excitement with younger demographics and future brand loyalists

COLLABORATION PRODUCT OPPORTUNITIES - BRAND AWARENESS

Cartier targets the 30-45 age range, while brands such as Tiffany & Co. target and find success with ages 25 and lower. It is difficult to gain customers loyal to other brands, making late-life customer acquisition increasingly difficult

A recent trend in luxury goods is the collaboration between luxury and fast-fashion brands, which benefits both groups.

The Swatch X Omega Moonswatch series and UNIQLO x J.W. Anderson collaboration are notable examples

These collaborations create inexpensive branded products that can capture future luxury consumers and garner interest from current brand users

COLLABORATION PRODUCT OPPORTUNITIES - BRAND AWARENESS

Collaborations of this type can validate premium prices of standard Cartier products, building extra pricing in reverse

A collaboration with a casual jewelry brand to create an accessible version of iconic Cartier products using less expensive metals or alternate materials can help establish brand loyalty with younger consumers while encouraging brand associations with daring innovations

This could succeed with:

Swarovski x Cartier Juste un Clou bracelet (crystal)

Fitbit x Cartier Love bracelet (Latex, fitness tracker)

Lokai x Cartier Trinity bracelet (Latex)

Ocean Plastics x Clash de Cartier Necklace (Microplastics)

Ikea x Cartier Trinity Collection (bags and jewelry)

FUTURE PRODUCT - WATCHES

Further development of uniquely shaped and square dials and attempts towards a sports model watch, focusing on a sport unclaimed by competing brands

Emphasis on unisex product development to capture younger demographics

Development of a vegan leather alternative for watch straps to increase personalization opportunities and sustainability opportunities

Continued rerelease of discontinued and heritage models with limited releases to increase brand recognition

RERELEASE OPPORTUNITIES - BRAND RECOGNITION

Since 2017, Cartier has started rereleasing discontinued wristwatch designs through the Cartier

Privée collection. Expansion of this field would be in line with garnering excitement surrounding vintage products and validating timeless elements of the brand

Before the Cartier Privée Collection, Cartier handled rereleases from 1997-2008 through the Collection

Privée Cartier Paris

Other companies that have rereleased vintage watch designs include Tag Heuer (Formula 1) and JaegerLeCoultre (Art Deco Reverso)

The current Juste un Clou collection is a 2012 rerelease

RERELEASE OPPORTUNITIES WITH INITIAL LAUNCH YEAR

2001

Roadster

c. 1930

Tank Busculante

c. 1980

Santos Octagon

1929

Tank Obus

Savonnette

c. 1970

Ceinture

FUTURE PRODUCT -

LEATHERGOODS AND ACCESSORIES

Development of leather goods featuring innovative, hands-on approaches to develop connoisseur status

Creation of leather goods featuring motifs from other brand divisions (such as a Juste un Clou bag or a Crash clutch) to increase brand recognition

Experimentation with the introduction of a timeless, iconic leather bag to increase perceived brand value

Continued creation of watch straps and products that blend product types to allow for further personalization, helping to gain younger consumers

FUTURE PRODUCT - FRAGRANCE

Creation of virtual rarity through limited releases to increase brand loyalty

Consolidation of existing fragrances to increase connoisseur value and perceived brand value

Development of creative and innovative bottle designs, potentially with Révélation d'une

Panthère type features, creating supply side rarity due to limitations of bottle production and natural rarity from gemstones and precious metals

FUTURE PRODUCT - HOME GOODS

Refocus on luxury home goods, similar to the initial 1899 launch, featuring items that show a luxury lifestyle to increase perceived brand value and enhance lifestyle brand associations

Consolidation of home goods to feature metal, gemstone, and leather-oriented products to remain in line with existing brand extensions while promoting natural and supplyside rarity

Shift of office goods into home goods division to enhance connoisseur value

FUTURE PRODUCT - GLASSES

Re-introduction of eyeglasses to increase brand recognition and awareness

Development of acetate and modern sunglasses will target the Millennial, Generation Z, and Generation X markets

Investment into the Set For You Eyewear personalization experience and product line, with expansion into online ordering to target younger demographics who favor self-purchasing and online experience

Release of modern lens technology within the existing glasses space, featuring blue light filtration or polarization to benefit brand associations of innovation

FUTURE PRICING - PREMIUM AND EXTRA PRICING

Introduction of higher priced eyeglasses and sunglasses featuring gemstones with an intial high price launch

Development of higher-priced leathergoods ($6,000+) featuring gemstones or precious metal accents further blended the fine jewelry and leather markets

Establishment of a high-priced, limited-release line of luxury jewelry to create one-off products for high-class brand loyalists and validate prices of more accessible products

FUTURE PRICING - COMPETITIVE PRICING

Pricing of rereleases just below vintage resale value to avoid competition with resale products

Capitalize on access to natural diamonds and other gemstones to create high-tier products in lines outside of jewelry and watches

Keep price increases in line with inflation until interest rates begin to level out or the natural gemstone market becomes more limited due to access or lab-grown gemstone market equilibrium

Invest further into the dedication of natural gemstones to create future opportunities for bandwagoning

CURRENT PLACEMENT

Cartier Stores

Cartier Hospitality: Tea House in Chengdu, China, and temporary Pop-up cafes in Singapore and Dubai

Service: VIP Rooms offer repairs and personalization services

Cartier Pop-Ups

Cartier Website

Social Media: Pinterest, Snapchat, Twitter, Facebook, YouTube, and Instagram

Cartier WeChat and TMall in China

FUTURE PLACEMENT - PHYSICAL

Polysensuality

Expansion of Cartier Tea House/Cafe in select flagship stores

worldwide

Craftsmanship showcases in the store- live experience

Superstore for the Connoseiur

Cumulative attractiveness and highly controlled distribution

New store locations in Asia, Latin America, the Middle East, and Africa

Managing Distributive Rarity

Cartier Pop Up stores for icon products and new launches

FUTURE PLACEMENT - DIGITAL

Managing Digital Exclusivity

Obsess store that includes an online digital Customer Journey with a specialized virtual Sales Ambassador option for live virtual appointments

VR Immersive experience in stores, as previously tested in Lee Garden pop-up in Hong Kong

AR: Virtual Sizing for jewelry, watches, and sunglasses digital and in-store

PEOPLE

Brand Heroes

Louis Cartier

Pierre Cartier

Jeanne Toussaint

Creatives

Marie-Laure Cérède

Brand Ambassadors

Royals: Kate Middleton, Princess Diana

US Government:Michelle Obama, Jackie Kennedy, Jill Biden

Celebrities: Madonna, Nicola PeltzBeckham, Dua Lipa

Tribe

Cartier watch communities

Opportunity to capitalize on partnering with brand ambassadors who are not overexposed in the luxury world

More exclusive and niche ambassadors in advertising would enhance Cartier's image as a connoisseur brand

Form relationships with pilot communities to further validate the relevance of the Santos as the first pilots watch

VALUE-BASED PROMOTION

Aesthetic Value

Through the use of celebrities and glamorous people in their advertising, Cartier is selling a picturesque lifestyle

Symbolic Value

Symbols of luxury placed with Cartier products such as leopard prints and the color red, which represents opulence and royalty

Mix of luxury archetypes: star and connoisseur brand

CRAFTSMANSHIP SHOWCASED IN THE STORE

SUPERSTORE FOR THE CONNOSEIUR

UNISEX JEWLERY AND WATCHES PRODUCT RELEASE

AR: VIRTUAL SIZING FOR JEWELRY, WATCHES, AND SUNGLASSES DIGITAL AND IN-STORE

CARTIER POP UP STORES FOR ICON PRODUCTS AND NEW LAUNCHES

VR IMMERSIVE EXPERIENCE IN STORES, AS PREVIOUSLY TESTED IN LEE GARDEN POP-UP IN HONG KONG

COLLABORATION JEWLERY RELEASE VEGAN LEATHER WATCH STRAP

NEW STORE LOCATIONS IN ASIA, LATIN AMERICA, THE MIDDLE EAST, AND AFRICA

EXPANSION OF CARTIER TEA HOUSE/CAFE IN SELECT FLAGSHIP STORES WORLDWIDE

INNOVATIVE PERFUME BOTTLE RELEASE

NEW TIMELESS BAG RELEASE

OBSESS STORE WITH A SPECIALIZED VIRTUAL SALES AMBASSADOR OPTION FOR LIVE VIRTUAL APPOINTMENTS

30TH ANNIVERSARY CARTIER ROADSTER RERELEASE

PRESCRIPTION EYE GLASSES RERELEASE

HISTORY & HERITAGE/ PESTA

"Movements." Cartier, www.cartier.com/en-us/movements.html. Accessed 28 Apr. 2024.

"CARTIER: THE JEWELER WHO HELPED DEFINE ART DECO." 1stDIBS, www.1stdibs.com/blogs/thestudy/cartier-art-deco-jewelry/. Accessed 28 Apr. 2024.

"From War Time To Watch Time: The Tank Behind The Cartier Tank." Hodinkee, www.hodinkee.com/articles/from-war-time-to-watch-time-the-tank-behind-the-cartier-tank. Accessed 28 Apr. 2024.

"French Paintings of the 19th Century." National Gallery of Art, www.nga.gov/collection/paintings/french-19thcentury.html. Accessed 28 Apr. 2024.

"France: The Second Empire." Britannica, www.britannica.com/place/France/The-Second-Empire-1852-70. Accessed 28 Apr. 2024.

"Paris: The Capital of the 19th Century." Brown University Library, www.library.brown.edu/cds/paris/worldfairs.html. Accessed 28 Apr. 2024.

"History & Heritage." Cartier, www.cartier.com/en-sk/maison/the-story/story-and-heritage. Accessed 28 Apr. 2024.

"Diamond History." Brilliyond, www.brilliyond.com.au/education/diamond-history. Accessed 28 Apr. 2024.

CURRENT STATUS

“About Cartier.” Cartier, careers.cartier.com/en/about-cartier. Accessed 28 Apr. 2024.

Moffett, Gabby. “Cartier Brand History & Top Watch Collections.” Borsheims, 5 Mar. 2024, www.borsheims.com/blog/cartierhistory/#:~:text=Cartier%20remained%20under%20family%20control,remains%20headquartered%20in%20P aris%2C%20France.

S.W.O.T. ANALYSIS

Cartier Owner Richemont Sees Growth Easing as Economic Worries Rise | Reuters, www.reuters.com/business/retail-consumer/cartier-owner-richemonts-first-half-profit-misses-forecasts2023-11-10/. Accessed 28 Apr. 2024.

O’Malley, Isabella, and The Associated Press. “Gen Z and Millennials Proudly Wear ‘lab-Grown’ Diamonds, Oblivious to the Fact They’re Made from Burning Coal in China and India.” Fortune, Fortune, 13 Feb. 2024, fortune.com/2024/02/13/what-are-lab-grown-diamonds-sustainable-gen-z-millennials/#.

“Over $10 Million in Fake Cartier and Various Jewelry Seized in Cincinnati.” U.S. Customs and Border Protection, www.cbp.gov/newsroom/local-media-release/over-10-million-fake-cartier-and-various-jewelryseized-cincinnati. Accessed 28 Apr. 2024.

Revill, John, and Mimosa Spencer. “Cartier Owner Richemont Sees Growth Easing as Economic Worries Rise | Reuters.” Reuters, 10 Nov. 2023, www.reuters.com/business/retail-consumer/cartier-owner-richemonts-firsthalf-profit-misses-forecasts-2023-11-10/.

Website Traffic - Check & Analyze Any Website | Similaweb, www.similarweb.com/. Accessed 28 Apr. 2024.

AAKER BRAND PLANNING SOURCES

"Cartier Color Codes." Brand Palettes, brandpalettes.com/cartier-color-codes/. Accessed 28 Apr. 2024.

"The Culture of Design." Cartier, www.cartier.com/en-us/the-culture-of-design.html. Accessed 28 Apr. 2024.

"Markers of Style." Cartier, www.cartier.com/en-us/high-jewelry/markers-of-style/. Accessed 28 Apr. 2024.

"Services." Cartier, www.cartier.com/en-us/services.html. Accessed 28 Apr. 2024.

"Savoir-Faire." Cartier, www.cartier.com/en-us/la-maison/savoir-faire-%26-transmission/savoir-faire/.

Accessed 28 Apr. 2024.

"Society & Communities." Cartier, www.cartier.com/en-us/la-maison/cartiers-commitments/society-%26communities/. Accessed 28 Apr. 2024.

"Watch & Jewelry Initiative 2030." Cartier, www.cartier.com/en-us/cartier-and-corporate-socialresponsibility/watch-jewellery-initiative-2030.html. Accessed 28 Apr. 2024.

"Story and Heritage." Cartier, int.cartier.com/en/the-maison/the-story/story-and-heritage.html#1928.

Accessed 28 Apr. 2024.

"Indomptables." Cartier, www.cartier.com/en-fi/collections/high-jewellery/latest-collections/indomptables.

Accessed 28 Apr. 2024.

"Panther." Cartier, www.cartier.com/en-us/high-jewelry/all-creations/panther/. Accessed 28 Apr. 2024.

KAPFERER PRISM SOURCES

"The Culture of Design." Cartier, www.cartier.com/en-us/the-culture-of-design.html. Accessed 28 Apr. 2024. "Services." Cartier, www.cartier.com/en-us/services.html. Accessed 28 Apr. 2024.

"Cartier." YouTube, www.youtube.com/@cartier. Accessed 28 Apr. 2024.

"Cartier." Richemont, www.richemont.com/our-maisons/cartier/. Accessed 28 Apr. 2024.

"Cyrille Vigneron: ‘You Have to Explain Cartier’S Classics to a Young Generation in a Modern Way’." Financial Times, www.ft.com/content/155d154f-33d1-469b-ad16-396cc0a17a52. Accessed 28 Apr. 2024.

"About Cartier." Cartier Careers, careers.cartier.com/en/aboutcartier#:~:text=Creativity%2C%20freedom%2C%20sharing%20and%20excellence,exceptional%20savoir%2Dfa ire%20and%20timelessness. Accessed 28 Apr. 2024.

"Cartier: Selling Timelessness in Times of Change." Business of Fashion, 15 Jun. 2021, www.businessoffashion.com/articles/luxury/state-of-fashion-watches-jewellery-industry-report-cartier-ceointerview-cyrille-vigneron/. Accessed 28 Apr. 2024.

"For Cartier, Love Is a Battlefield." Business of Fashion, 16 Nov. 2021, www.businessoffashion.com/articles/luxury/for-cartier-love-is-a-battlefield/. Accessed 28 Apr. 2024.

"Professor A. Cannata - LXMT 730 - AAKER,KAPFERER Brand Identity Analysis." Blackboard, scad.blackboard.com/ultra/courses/_141173_1/outline/lti/launchFrame?

toolHref=https:~2F~2Fscad.blackboard.com~2Fwebapps~2Fblackboard~2Fexecute~2Fblti~2FlaunchPlacement %3Fblti_placement_id%3D_5635_1%26content_id%3D_7035529_1%26course_id%3D_141173_1%26wrapped%3 Dtrue%26from_ultra%3Dtrue. Accessed 28 Apr. 2024.

KELLER’S PYRAMID SOURCES

"Cartier Brand Profile." Statista, 0-www-statista-com.library.scad.edu/search/?q=Cartier+brand+profile&p=1.

"Cartier." Interbrand, interbrand.com/best-global-brands/cartier/. Accessed 28 Apr. 2024.

"About Cartier." Cartier Careers, careers.cartier.com/en/aboutcartier#:~:text=Creativity%2C%20freedom%2C%20sharing%20and%20excellence,exceptional%20savoir%2Dfa ire%20and%20timelessness. Accessed 28 Apr. 2024.

"Taking Stock at Cartier." New York Times, www.nytimes.com/2019/03/22/fashion/jewelry-cartier-cyrillevigneron.html. Accessed 28 Apr. 2024.

"Cartier." YouTube, www.youtube.com/@cartier. Accessed 28 Apr. 2024.

"Cartier." Kantar, www.kantar.com/campaigns/brandz/global. Accessed 28 Apr. 2024.

"Quality and Performance." Cartier, www.cartier.com/en-us/quality-andperformance.html#:~:text=A%20Cartier%20watch%20is%20reliable,of%20climate%20and%20thermal%20sho cks. Accessed 28 Apr. 2024.

TRIBAL MARKETING

"Mother's Day Timeless and Iconic." Cartier, www.cartier.com/en-gb/be-inspired/mothers-day-timeless-andiconic. Accessed 28 Apr. 2024.

"About Cartier." Cartier Careers, www.careers.cartier.com/en/about-cartier. Accessed 28 Apr. 2024.

"How Cartier’s Strategy Made It the King of Luxury Jewelers." Cascade, www.cascade.app/studies/how-cartierstrategy-made-it-the-king-of-luxury-jewelers. Accessed 28 Apr. 2024.

MARKET OVERVIEW

LUXURY GOODS OVERVIEW

"Luxury Goods Market Data Analysis." Statista, 0-www-statista-com.library.scad.edu/study/55494/luxurygoods-market-data-analysis/. Accessed 28 Apr. 2024.

2023-2028 LUXURY GOODS FORECASTED ANNUAL GROWTH

"Revenue of the Luxury Good Market Worldwide in 2023, by Segment." Statista, 0-www-statistacom.library.scad.edu/forecasts/1294611/global-personal-luxury-goods-market-value-segment. Accessed 28 Apr. 2024.

2023-2028 LUXURY GOODS OFFLINE VS ONLINE

"Luxury Goods Market Data Analysis." Statista, 0-www-statista-com.library.scad.edu/study/55494/luxurygoods-market-data-analysis/. Accessed 28 Apr. 2024.

2023 LUXURY GOODS REVENUE BY SEGMENT

"Luxury Goods Market Data Analysis." Statista, 0-www-statista-com.library.scad.edu/study/55494/luxurygoods-market-data-analysis/. Accessed 28 Apr. 2024.

"Luxury Writing Instruments and Stationery World." Euromonitor, 0-www-portal-euromonitorcom.library.scad.edu/statisticsevolution/index. Accessed 28 Apr. 2024.

MARKET OVERVIEW

2022-2028 FORECASTED GROWTH OF LUXURY SEGMENTS IN BILLIONS

"Luxury Goods Market Data Analysis." Statista, 0-www-statista-com.library.scad.edu/study/55494/luxurygoods-market-data-analysis/. Accessed 28 Apr. 2024.

"Luxury Writing Instruments and Stationery Global Market Report 2024." Research and Markets, www.researchandmarkets.com/report/luxurystationery#:~:text=The%20luxury%20writing%20instruments%20and%20stationery%20market%20size%20is %20expected,(CAGR)%20of%206.2%25. Accessed 28 Apr. 2024.

2023 THE 8 MOST VALUABLE BRANDS IN LUXURY GOODS

"Brand Value of the Leading 10 Most Valuable Luxury Brands Worldwide in 2023." Statista, 0-www-statistacom.library.scad.edu/statistics/267948/brand-value-of-the-leading-10-most-valuable-luxury-brandsworldwide/. Accessed 28 Apr. 2024.

MARKET SIZE

2022-2028 JEWELRY & WATCHES FORECASTED GROWTH OF LUXURY SEGMENTS IN BILLIONS

"Luxury Goods Market Data Analysis." Statista, 0-www-statista-com.library.scad.edu/study/55494/luxurygoods-market-data-analysis/. Accessed 28 Apr. 2024.

2023-2025 LUXURY GOODS OFFLINE VS ONLINE

"Luxury Goods Market Data Analysis." Statista, 0-www-statista-com.library.scad.edu/study/55494/luxurygoods-market-data-analysis/. Accessed 28 Apr. 2024.

JEWELRY & WATCHES MARKET SHARE BY GROUP

"Luxury Goods Market Data Analysis." Statista, 0-www-statista-com.library.scad.edu/study/55494/luxurygoods-market-data-analysis/. Accessed 28 Apr. 2024.

LUXURY JEWELRY MARKET BRAND SHARES

“Luxury Watches & Jewelry - Global: Market Forecast.” Statista, www.statista.com/outlook/cmo/luxurygoods/luxury-watches-jewelry/worldwide. Accessed 3 May 2024.

LUXURY WATCH MARKET BRAND SHARES

“Luxury Watches - Worldwide: Statista Market Forecast.” Statista, www.statista.com/outlook/cmo/luxurygoods/luxury-watches-jewelry/luxury-watches/worldwide. Accessed 3 May 2024.

MARKET SIZE

RESALE MARKET

"THE 2023 CLAIR REPORT: THE VALUE OF WATCHES & JEWELRY." Rebag, www.rebag.com/thevault/the-2023clair-report-the-value-of-watches-jewelry/.

"Exchange Your Watch." Cartier, www.cartier.com/en-it/services/request-service/exchange-your-watch. Accessed 4 May 2024.

RICHEMONT SALES BY REGION AND PRODUCT CATEGORY

"Richemont." Statista, 0-www-statista-com.library.scad.edu/study/135165/richemont/. Accessed 28 Apr. 2024.

2023 ANNUAL REVENUE WATCHES IN BILLIONS

"Luxury Watch Industry." Statista, 0-www-statista-com.library.scad.edu/study/22101/luxury-watch-industrystatista-dossier/. Accessed 28 Apr. 2024.

CARTIER BRAND VALUE

"Cartier Brand Value." Cartier, www.statista.com/statistics/980726/cartier-brand-value-worldwide/. Accessed 4 May 2024.

CONSUMER SEGMENTS

Images:

"Jisoo & Ella Ballinska Impress in PanthèRe De Cartier Jewelry." Fashion Gone Rogue, www.fashiongonerogue.com/panthere-cartier-jewelry-campaign-jisoo-2022/. Accessed 4 May 2024.

"Cartier." Cartier, www.cartier.com. Accessed 4 May 2024.

Ecdb. "Cartier: Global Revenue, Ranking, Growth, Competitors & Business Strategy: ECDB.Com." Cartier: Global Revenue, Ranking, Growth, Competitors & Business Strategy | ECDB.Com, ECDB, 22 Jan. 2024, ecommercedb.com/insights/cartier-global-ranking-business-strategy/4705.

Kunst, Alexander. "Cartier Brand Profile U.S. 2024." Statista, 3 May 2024, www.statista.com/forecasts/1351917/cartierjewelry-brand-profile-in-the-unitedstates#:-:text=In%20total%2C%2033%20percent%20of,the%20United%20States%20use%20Cartier.

Smith, P. "Cartier: Brand Value Worldwide 2016-2023." Statista, 26 Sept. 2023, www.statista.com/statistics/980726/cartier-brand-value-worldwide/.

“Strategy Study: The Cartier Growth Study.” Strategy Study: The Cartier Growth Study, www.cascade.app/studies/how-cartier-strategy-made-it-the-king-of-luxury-jewelers. Accessed 3 May 2024.

TBH, Team. "Cartier - History, Success Factors, Marketing Strategies & More." The Brand Hopper, 6

MARKET AND CONSUMER TRENDS

“All of our Collections | TAG Heuer.” TAG Heuer, https://www.tagheuer.com/us/en/collectiondispatch/collection-dispatch.html. Accessed 4 May 2024.

“Contact us.” Cartier, https://www.cartier.com/en-us/contact-customer-care. Accessed 4 May 2024.

“Chopard Luxury Jewelry: Diamond & Gold Jewelry.” Chopard, https://www.chopard.com/en-us/jewellery. Accessed 4 May 2024.

Lazazzera, Milena. “5 Jewellery Trends Set To Dazzle In 2024.” British Vogue, 2 January 2024, https://www.vogue.co.uk/article/jewellery-trends-2024. Accessed 4 May 2024.

“Luxury Jewelry Market Size, Share and Trends Forecast to 2031.” Straits Research, https://straitsresearch.com/report/luxury-jewelry-market. Accessed 4 May 2024.

“LVMH tests the market for lab-grown diamonds in luxury watches and jewellery.” South China Morning Post, 17 October 2023, https://www.scmp.com/magazines/style/luxury/jewellery/article/3238187/lab-growndiamonds-luxury-watches-and-jewellery-tiffany-co-owner-lvmh-tests-market-its-fred-label#. Accessed 4 May 2024.

MARKET AND CONSUMER TRENDS

Pearl, Diana. “How 2023 became the year of the lab-grown diamond.” CNN, 26 October 2023, https://www.cnn.com/style/lab-grown-diamonds-popularity-2023-bof/index.html. Accessed 4 May 2024.

Tong, Anna. “Can NFTs work for luxury jewellery?” Vogue Business, 21 June 2021, https://www.voguebusiness.com/technology/can-nfts-work-for-luxury-jewellery-asprey-cartier. Accessed 4 May 2024.

“Women's Jewelry | Shop Designer Fine Jewelry.” David Yurman, https://www.davidyurman.com/women.html. Accessed 4 May 2024.

Yowpp, Mekaylah. “24 Mixed Metal Jewelry Pieces to Complete Your Look.” Vogue, 24 October 2023, https://www.vogue.com/article/mixed-metal-jewelry. Accessed 4 May 2024.

COMPETITION ANALYSIS

Besler, Carol. “Jaeger-LeCoultre Expands in Canada amid Triple-Digit Growth.” Forbes, Forbes Magazine, 8 May 2016, www.forbes.com/sites/carolbesler/2016/05/08/jaeger-lecoultre-expands-in-canada-amid-triple-digitgrowth/?sh=406b89a169d2.

Bos, Nicolas. FY22 Annual Report, Richemont, www.richemont.com/media/cu4o0zwf/richemont-fy22-annualreport-en-2.pdf. Accessed 4 May 2024.

“Clair Report - REBAG’s 2023 Luxury Resale Report.” Rebag, www.rebag.com/clair-report/. Accessed 3 May 2024.

“Craftsmanship at the Heart of the Creative Process.” Van Cleef & Arpels, www.vancleefarpels.com/us/en/events/craftsmanship-at-the-heart-of-the-creative-process.html. Accessed 3 May 2024.

“Ctfjewellerygroup.” Corporate Presentation, Chow Tai Fook Jewellery Group, 2024, www.ctfjewellerygroup.com/file/Doc/CTF_Corporate%20Presentation_EN.pdf.

“Discover Omega Historical Events from 1901 to 1950: Omega US®.” Omega, Omega, 4 May 2024, www.omegawatches.com/en-us/chronicle/1901. Your paragraph text

COMPETITION ANALYSIS

“History.” Rolex History - 1926-1945 | Rolex®, www.rolex.com/en-us/about-rolex/history/1926-1945. Accessed 4 May 2024.

Hoffman, Andy. “Rolex Is Selling More Luxury Watches than Rivals, Morgan Stanley Says.” Bloomberg.Com, Bloomberg, 28 Feb. 2024, www.bloomberg.com/news/articles/2024-02-28/rolex-is-selling-many-more-luxurywatches-than-its-rivals-morgan-stanleysays#:~:text=Rolex%20sales%20crested%20%2410%20billion,Swiss%20francs%20(%2411.5%20billion).

“Home.” Watchmaking - Excellence in the Making | Rolex®, www.rolex.com/en-us/watchmaking/excellence-inthe-making. Accessed 4 May 2024.

“Jaeger-LeCoultre Information.” Rocketreach.Co, rocketreach.co/jaeger-lecoultreprofile_b5c66c2af42e0c8f#:~:text=What%20is%20the%20annual%20revenue,was%20%24594%20million%20i n%202024. Accessed 4 May 2024.

“Luxury Jewelry - Worldwide: Statista Market Forecast.” Statista, www.statista.com/outlook/cmo/luxurygoods/luxury-watches-jewelry/luxury-jewelry/worldwide. Accessed 3 May 2024.

“Luxury Watch Celestial Complications: Jaeger-Lecoultre.” Jaeger LeCoultre, www.jaeger-lecoultre.com/usen/our-maison/masters-of-complications/celestial-complications. Accessed 4 May 2024.

COMPETITION ANALYSIS

“Multi-Axis Tourbillon Watch: Jaeger-Lecoultre Luxury Watches.” Jaeger LeCoultre, www.jaegerlecoultre.com/us-en/our-maison/masters-of-complications/multi-axis-tourbillon. Accessed 4 May 2024.

“Omega Watches Information.” Rocketreach.Co, rocketreach.co/omega-watchesprofile_b555f01af688c516#:~:text=What%20is%20the%20annual%20revenue,was%20%24559%20million%20i n%202023. Accessed 4 May 2024.

Ou, Xin. “Chow Tai Fook: Share of Revenue by Operation Model 2023.” Statista, 24 Apr. 2024, www.statista.com/statistics/681502/share-of-revenue-of-chow-tai-fooks-jewelry-business-by-channel-2016/.

Sabanoglu, Tugba. “Number of Tiffany & Co. Stores by Region Worldwide 2019.” Statista, 1 Nov. 2021, www.statista.com/statistics/857587/number-of-tiffany-and-co-stores-by-region-worldwide/.

Smith, P. “Tiffany & Co.: Brand Value Worldwide 2010-2023.” Statista, 22 Nov. 2023, www.statista.com/statistics/985289/tiffany-and-co-brand-value-worldwide/.

“The Tiffany & Co.. Timeline | Tiffany & Co..” Tiffany & Co., www.tiffany.com/world-of-tiffany/the-world-oftiffany-timeline/. Accessed 4 May 2024.

COMPETITION ANALYSIS

“Van Cleef & Arpels: Our Maisons.” Van Cleef & Arpels | Our Maisons, www.richemont.com/our-maisons/vancleef-arpels/. Accessed 3 May 2024. “With a Rich History That Expands over a Century, We Have Become Synonymous with Quality, Craftsmanship, and Timeless Style.” Https://Www.Chowtaifook.Com/, www.chowtaifook.com/en-hk/house-of-ctf/. Accessed 4 May 2024.

“The World of Tiffany | Tiffany & Co..” Tiffany & Co., www.tiffany.com/world-of-tiffany/. Accessed 4 May 2024.

WW, FashionNetwork.com. “Omega Expands Boutique Network in the USA.” FashionNetwork.Com, Fashionnetwork.com, 23 Nov. 2010, ww.fashionnetwork.com/news/omega-expands-boutique-network-in-theusa,136591.html#:~:text=The%20luxury%20watch%20manufacturer%20has,the%20world’s%20best%20retail %20locations.

PRODUCT/PRICING

Alonso, Tefi. “Strategy Study: The Cartier Growth Study.” Www.cascade.app, 25 Nov. 2022, www.cascade.app/studies/how-cartier-strategy-made-it-the-king-of-luxury-jewelers.

Crawford, Malaika, et al. “Buying, Selling, & Collecting: Six Watches That Cartier Should Bring Back Right…Now.”

Hodinkee, 28 Feb. 2023, www.hodinkee.com/articles/six-watches-that-cartier-should-bring-back-rightnow. Accessed 20 May 2024.

Francesca Cartier Brickell. The Cartiers : The Untold Story of the Family behind the Jewelry Empire. New York, Ballantine Books, 2021.

Jewelers, Yamron. “History of the Cartier Juste Un Clou Bracelet.” Yamron Jewelers, 14 July 2022, yamron.com/history-of-the-cartier-juste-un-clou-bracelet/. Accessed 20 May 2024.

Mun-Delsalle, Y.-Jean. “Why Vintage Reissue Watches Are so Popular with Enthusiasts.” Forbes, 19 Mar. 2024, www.forbes.com/sites/yjeanmundelsalle/2024/03/19/why-vintage-reissue-watches-are-all-the-rage/? sh=2555a4bf6cd8. Accessed 20 May 2024.

Nast, Condé. “The Numbers Back It Up: The MoonSwatch Was the Watch of 2022.” GQ, 2 Feb. 2023, www.gq.com/story/omega-moonswatch-super-racing-speedmaster.

“Set for You Eyewear.” Cartier, 20 May 2024, www.cartier.com/en-us/set-for-you-eyewear.html.

Sharma, Komal. “Cartier Launches a Home Collection.” Mintlounge, 3 Nov. 2017, lifestyle.livemint.com/news/talking-point/cartier-launches-a-home-collection-111646920610733.html. Accessed 20 May 2024.

PRODUCT/PRICING

Vallae Goods. “Was the Omega X Swatch Moonswatch Collaboration a Success?” VALLAE GOODS INC., 7 Feb. 2023, www.vallaegoods.com/blogs/news/was-the-omega-x-swatch-moonswatch-collaboration-asuccess#:~:text=In%20conclusion%2C%20the%20Omega%20x. Accessed 20 May 2024.

Xaif. “Detailed Marketing Strategy of Cartier - 2022 - IIDE.” IIDE, 3 Oct. 2023, iide.co/case-studies/marketingstrategy-of-cartier/.

FUTURE KEY SUCCESS FACTORS & THREATS

Belén López a, et al. “Sustainable Strategies in the Luxury Business to Increase Efficiency in Reducing Carbon Footprint.” Journal of Business Research, Elsevier, 5 Jan. 2023, www.sciencedirect.com/science/article/pii/S0148296322010724#:~:text=The%20vertical%20integration%2 0of%20processes,holding%20companies%2C%20such%20as%20Chanel%2C.

“The History of Cartier: What It Is and Why It’s so Valuable.” Samuelson’s Diamonds, 11 Sept. 2023, www.samuelsonsdiamonds.com/insights/all-about-leading-luxury-brandcartier/#:~:text=First%20founded%20in%201847%20by,countries%20through%20over%20200%20boutiqu es.

Conaway, Janelle. “Jewelry Counterfeits: The Age-Old Problem Just Keeps Growing.” The New York Times, The New York Times, 21 Nov. 2022, www.nytimes.com/2022/11/21/fashion/jewelry-counterfeit-onlinesalescartier.html#:~:text=In%20June%2C%20Amazon%20and%20Cartier,on%20Cartier’s%20registered%20trade marks%20and.

“Geopolitical Influences on the Fashion Industry.” Stars Design Group, starsdesigngroup.com/2024/02/06/threads-of-power-geopolitical-influences-on-the-fashionindustry/#:~:text=Changes%20in%20international%20trade%20policies,materials%20and%20produce%20t heir%20garments. Accessed 23 May 2024.

PEOPLE/PROMOTION

Blogger, BL. “The Impact of Cartier’s Creative Ambassadors.” Banks Lyon, 30 Apr. 2024, www.bankslyon.co.uk/blog/the-impact-of-cartiers-creative-ambassadors.

“Cartier: The Fabulous Cartier House • Ads of the WorldTM: Part of the Clio Network.” Ads of the WorldTM, www.adsoftheworld.com/campaigns/thefabulouscartierhouse. Accessed 23 May 2024.

Salamone, Lorenzo. “A History of Red: From Couture to Streetwear.” Nss Magazine, nss magazine, 29 Mar. 2021, www.nssmag.com/en/fashion/25747/a-history-ofred#:~:text=Red%20in%20high%20fashion,royalty%20but%20also%20of%20passion.

ASSESSMENT AND PLACEMENT

"Cartier." Cartier, www.cartier.com/en-us/home.

"Selling Jewellery to Gen Z: Opportunities and Challenges." Euromonitor, 0-www-portal-euromonitorcom.library.scad.edu/analysis/tab.

"The House That Cartier Skill Built." The New York Times, www.nytimes.com/2015/11/13/fashion/the-housethat-cartier-skill-built.html.

"After CaféS, Will Luxury Brands Dive into Chinese Tea Houses?" Dao Insights, daoinsights.com/news/aftercafes-will-luxury-brands-dive-into-chinese-tea-houses/.

"Cartier Betting on Appetite for Luxury with US Retail Expansion." The Real Deal, therealdeal.com/newyork/2022/09/30/cartier-betting-on-appetite-for-luxury-with-us-retail-expansion/.

"Cartier Panther." Mazarine, www.mazarine.com/en/projects/cartier-panther.

"Breaking Down WeChat Advertising For Luxury Brands." Jing Daily, jingdaily.com/posts/breaking-downwechat-advertising-for-luxury-brands.

"True-Luxury Global Consumer Insights." Altagamma, webassets.bcg.com/d7/7b/ac47bd5c4f018aa58d0449b96590/bcgxaltagamma-true-luxury-global-consumerinsight-2023-final4.pdf.

ASSESSMENT AND PLACEMENT

"I Tried on a $35,000 Ring with Cartier’s New AR Tech." Fast Company, www.fastcompany.com/90857253/cartier-wont-let-just-anyone-try-on-a-35000-ring-but-you-can-do-it-in-ar.

"Luxury Fashion and Jewelry Brands Dive Into China's Hospitality and Real Estate Sectors." Jing Daily, jingdaily.com/posts/luxury-fashion-and-jewelry-brands-dive-into-chinas-hospitality-and-real-estate-sectors.

"Fashion’s Golden Opportunity With Older Shoppers." Business of Fashion, www.businessoffashion.com/articles/marketing-pr/fashions-golden-opportunity-with-older-shoppers/.

"Case Study | Selling Luxury to the 1%." Business of Fashion, www.businessoffashion.com/casestudies/luxury/top-one-percent-wealthy-customers-gucci-mytheresa-tiffany/.

"Cartier Unveils Core Collections with Immersive Customer Experience." Marketing Interactive, www.marketing-interactive.com/cartier-unveils-collection-immersive-experience.

"Cartier Brand Awareness, Usage, Popularity, Loyalty, and Buzz among Watches Owners in the United States in 2022." Statista, www.statista.com/forecasts/1351976/cartier-watches-brand-profile-in-the-united-states.

"Cartier Brand Profile in the U.S." Statista, www.statista.com/insights/consumer/brandprofiles/3/25/cartier/united-states/.

"Cartier." Interbrand, interbrand.com/best-global-brands/cartier/.

"Virtual Fashion Stores." Obsses AR, obsessar.com/virtual-fashion-stores/.

"Anyone Has Any Cartier Bag Thoughts." Purse Blog, forum.purseblog.com/threads/anyone-has-any-cartierbag-thoughts.1050644/.