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May 1999 Timepieces:News Cartier on TV & at the BookstoreRetailers benefit from enhanced consumer education Consumers are learning the history of Cartier through a series of media events that promise greater retail sales and brand-name awareness. Highlights include two new books and a television special. A&E Television Networks' popular Biography series aired "Cartier: Jewelers to the Kings" in March. The hour-long special, which will be rebroadcast periodically, tells the story of Alfred Cartier and sons Pierre, Louis and Jacques. It concentrates on how, in one generation, the family built the jewelry company into a world-renowned institution that created pieces for royalty and celebrities. It also notes the family's influences on jewelry style, watchmaking and retailing beyond the royal houses. For the next dates when the program will air, call A&E at (212) 210-1340; to order copies at $14.95 each, call A&E at (212) 423-1212. In Print A second book, Man Flies: The Story of Alberto Santos-Dumont(by Nancy Winters, The Ecco Press, Hopewell, NJ) chronicles the life of the early aviator and his attempts to invent the first flying machine in Paris at the turn of the century. His exploits captured the attention of the world – and Louis Cartier, who designed the Santos watch for him. Cartier recently updated the Santos line amid great fanfare in Paris (Professional Jeweler, February 1999, p. 100.) For details about obtaining either book, check your local bookstore or contact your Cartier sales representative. Retailer Tip: Books and tapes are good added value for jewelry and watch buyers. Or consider offering them at a discount or free to select customers. Even potential customers enjoy them and remember the source: your store. – by Michael Thompson
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