While other Swiss watch brands are responding to the global downturn by paring back their collections and exploiting best-sellers, there is no such parsimony at Cartier, which this year has unveiled 83 pieces. “In this environment, distinctiveness is key,” says Pierre Rainero, director of image, style and heritage.
Cartier’s 2016 collection includes the Drive de Cartier, a cushion-shaped men’s watch, and Hypnose, an elliptical diamond-set watch for women — two original designs it hopes will shore up its foundations. At a time when most brands are peddling “consolidation” and “building on a core collection”, Cartier is sticking to its guns. “We have a tradition of coming to the market with a lot of new creations — we have our own rhythm and culture,” says Mr Rainero.
The luxury watch industry in Switzerland has seen two of its biggest markets shaken: exports to Hong Kong and China between January 2015 and April 2016 were down 28 per cent and 11 per cent respectively, a drop in total sales value of SFr721m ($727m), according to the Federation of the Swiss Watch Industry.