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Dec 8, 2020
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Cartier debuts new Paris concept boutique, adds new vintage option

Dec 8, 2020

Cartier has debuted a new boutique in central Paris, which reveals the top-shelf jeweler’s new vintage offer of rare watches, and underlines how Paris is slowly, but surely, wakening from the lockdown.

The two-floor 260-meter store located opposite Hermès' famed flagship on Rue du Faubourg Saint-Honoré, opened quietly on November 30, after substantial renovations. The boutique marks the latest example of interior designs by Bruno Moinard, who oversaw the revamp of Cartier’s historic landmark flagship on Bond Street in London.

Outside the new Cartier store in Paris - Cartier

Like his work in the UK, Moinard substantially lightens up the atmosphere with an easy-on-the-eye cream and beige color palette and a far less stuffy atmosphere that can accompany top-notch jewelry stores.

“After 11 months of work, we are very impatient and happy to present our new Parisian setting redesigned by Bruno Moinard. It’s a great emotion! This renovation is emblematic of what we are implementing on a large scale: in the next three years all our stores will be renovated, and their design will express their own identity anchored in an address, a history,” explained Cartier’s general manager, Corinne Le Foll.

The revamp also celebrates French savoir-faire – notably two remarkable walls of marquetry – one in the entrance, the other in an upstairs lounge – by Ateliers Lison de Caunes, featuring the emblematic animal of the brand – several panthers. Intricate marble mosaics, and striking feather panels add to the refined air, while pointillist curved glass screens at an upstairs cocktail bar star panthers as well.

Inside the new Cartier store in Paris - Cartier

“All Cartier boutiques have a unique style and refinement. Though this shop is a Parisian institution, it reflects the expression of a new vision of Cartier boutiques around the world. It is an essential address for demanding customers and connoisseurs, an address dedicated to the creativity and daring of the House, where emblematic collections and exclusives meet,” stressed Le Foll, in a tour of the store.

Much of the offer concentrates on inventive versions of Cartier must-haves like their iconic screwed-in Love bracelet, symbolizing eternal passion or the famed Juste un Clou nail bracelet that is expanded into an astounding diamond dusted necklace.

Close by the glass walls is another innovation a department selling vintage Cartier watches, strictly limited to the four decades between 1970 and 2010. Emblematic pieces - from a rare gentleman’s Pasha at 24,000 euros, to a ladies barrel-shaped Tonneau at 20,400 euros.

“After introducing this concept in London in 2019, we are fortunate to present this new offer which particularly appeals to our French customers. It will then be offered at 13 Rue de la Paix, for the reopening of that legendary address,” explained Le Foll, referring to the house’s flagship just off Place Vendôme currently undergoing renovation.

A selection of Cartier's collection - Cartier

Cartier’s in-house experts first verify each timepiece, which is then given a thorough overhaul.  For the past year, customers have also been able to register their Cartier watches on the Cartier Care platform, accessing personalized services, and allowing them to extend the international warranty from two to eight years.

Located just a few steps from the Japanese, UK and U.S. embassies to France, at 17 Rue du Faubourg Saint-Honoré, the store was first opened by Cartier in 1999. The refreshed Paris boutique also offers a new collection of its fragrances and 'Objets et d’Accessories', continuing a long company tradition. Cartier has been embellishing everyday objects; from music boxes and writing papers, to pens and lighters, since 1880.

For this redevelopment, the house concentrated on four key styles: Decoration, Writing, Baby, and Games. From classy trinket trays and panther motif inkpads, to children’s silver egg cups, or solitaire boards with sets of glass.

“These new collections around the art of hosting and celebrating are an integral part of a beautiful French tradition where everyday objects can provide true aesthetic pleasure and bring joy to those who offer them and to those who receive them,” noted Le Foll.

And, in a busy week for the house, Cartier also debuted a series of noted French personalities; artists and chefs on their website discussing what inspires their work. Entitled 'Celebrate With Cartier', it includes Camélia Jordana, Ines Mélia, Christophe Chassol, Ugo Gattoni, Alexandre Dufeu; and is another example of France, and Paris, gradually exiting the confined year that 2020 has been.

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