Cartier Must De Views

• General Goods

In 1972 a group of investors led by Joseph Kanoui bought Cartier Paris. President Robert Hocq, the creator of the concept of Les Must de Cartier (a staff member is said to have said Cartier, It's a must! [1] meaning something one simply must have) in collaboration with Alain Dominique Perrin, General Director, began introducing new products representative of the status and quality of the Cartier of the past. In 1974 and 1976 respectively, Cartier London and Cartier New York were bought back. In 1979 the Cartier interests were combined together, creating Cartier Monde uniting and controlling Cartier Paris, London and New York.

Cartier merged together in 1981 with Les Must de Cartier , and Alain Dominique Perrin was appointed Chairman of Cartier SAA and Cartier International. The very next year, Micheline Kanoui assumed responsibility for jewellery design and launched her first collection Nouvelle Joaillerie . In 1984, Alain Dominique Perrin founded the Fondation Cartier pour l'art Contemporain (the Cartier Foundation of Contemporary Art) as proof of his determination to bring Cartier without delay into the twenty- first century, by forming an association with living artists.

Countless variations of the Tank appeared (in the Chinoise, horizontal bars at the top and bottom of the dial rest on the Tank’s vertical treads ), and in 1965 there was even a watch whose body was shaped like a parallelogram. But it was not until the Must de Cartier in 1976 and the reissue of the Santos in 1978 that the firm was able to reestablish itself as a player on the wristwatch scene.

My wife first got a whiff of Cartier's Must De Cartier years ago and has never looked back . I would guess that it's been 25 years or longer. She used to buy it offshore but now we purchase it throught Fragrance X. The saving are sensational for the husband of a Must addict at gift giving time or when she artfully lets me know she's a"running lowe". I love walking by her closets and breathing in Cartier. More skin products for her would be welcome. Thanks!

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