Cartier on TV & at the Bookstore
Retailers 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.
The book Cartier: The Tank Watch tells how Louis Cartier designed the tank
watch in 1917 as a tribute to the U.S. tank commanders who helped France
during World War I. One of the first ones was given to Gen. John J. Pershing
in 1918. The book contains more than 540 illustrations and was written by
watch experts Franco Cologni and Dominique Fléchon (Flammarion, New
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
Copyright © 1999 by Bond Communications.