Cartier Magician Unfolds the Art of Metamorphosis

Oh gosh, you don't need to be a watch or jewellery aficionado/a to take pleasure in this gently magical, serenely surprising series of images displaying wristwatches by luxury Maison Cartier. Founded in Paris in 1847 by Louis-François Cartier, the jewellery house distinguished itself as the epitome of elegance through the pioneering use of platinum as well as other rare metals and gems, acquiring status as suppliers of fine items to royalty. Its first wristwatch was designed in 1904 by one of the founder's grandsons, Louis Cartier, who was friends with Brazilian aviator Alberto Santos-Dumont. According to Watch Centre, Santos-Dumont "expressed frustration at the impracticality of pocket watches when flying, since both hands had to be kept on the aircraft's controls. Louis came up with a simple, elegant and practical wristwatch with a flat face and small, square bezel that allowed the time to be read at a glance. The watch was named the 'Santos' and it became Cartier's first wristwatch for men". This was a transormative innovcation at a time when wristwatches were perceived as jewellery, worn by ladies as bracelets. The brand describes this campaign thus: "The art of metamorphosis is at the heart of the Maison's watchmaking adventure. Like a magician, Cartier defies time and its appearances, relying on the expertise and craftsmanship of the Maison’s artisans. True alchemists, they enhance metal and stones to craft precious objects of desire. This ability to transform is also revealed by playing with and enhancing watchmaking forms through constant reinvention".

Keywords: Cartier Watches & Wonders 2025, Cartier Magician: the Art of Metamorphosis, luxury watches, Publicis Luxe