Cartier Cartier - the emperor of the jeweler

1. In 1904, Edward VII gave the Royal Cartier commission. Since then, Cartier has been successively commissioned by the royal family of Spain, Portugal, Russia, Siam, Greece, Serbia, Belgium, Romania, Egypt and Albania, and the House of Orleans and the Principality of Monaco.

2. As early as 1926, when the film industry was just emerging, Cartier began its story with the stars. Cartier first appeared on the screen in the costume film "The Son of the Chieftain". The audience saw the red actor Rudolph Valentino wearing his own cherished Cartier watch on his wrist. In "Lifeboat", Tallulah Bankhead, who was trapped in the sea, "reluctantly" throws her Cartier diamond bracelet into the sea as a bait, and it also remembers the audience.

3. In December 1936, the British King Edward VIII, who had been succeeding for less than a year, married and retired to the American civilian woman Simpson, who had divorced twice. Edward VI's younger brother, George VI, succeeded him and awarded him the title of Duke of Windsor. To express his love, the Duke of Windsor instructed Cartier to design four jewels for the Duchess of Windsor, the "Cheetah" brooch, the "BIB" necklace, the "Tiger" long-handled spectacles and the "Duck Head" brooch.

4. In 1952, when Robert Stevenson filmed The Las Vegas Story, the news media published a message: "The world famous jewellery brand Cartier will lend a necklace with 500 diamonds and a weight of 200 carats to RKO. Used by the production company. The heroine Jane Russell will wear it, and this necklace plays a vital role in the movie."

5. The Great Gatsby by Jack Clayton in 1974 is a famous example of how a film can be used brilliantly in jewelry. At the time of filming, the media had talked about the amazing cost of filmmakers spending on jewelry: "The 58 jewels worn by female stars Mia Farrow and Lois Chiles are absolutely false, all with the Cartier logo. They have rumored that they spent as much as $900,000 ( The market price at the time)". The journalists even said that all the rich people from Newport and its surrounding areas are actively playing extras and trying to take part in the filming of the party. They arrived at the shooting scene with their own Rolls Royce, and the ladies and ladies who attended were wearing their own Cartier jewelry. After the release, the jewels in The Great Gatsby conquered the audience at that time and revived the Art Deco style that Cartier developed in the 1920s.

6. After entering China, Cartier first selected Hong Kong for a roving exhibition. The scale of each exhibition was more than 500 million yuan, and the degree of shock was evident. Later, in the process of expanding the inland market, Cartier still used the way of tour + star to promote. Since the first Cartier store in Beijing was completed in 1996, Cartier has been in Beijing, Shanghai, Chengdu, Harbin, Zhengzhou, etc. Exhibitions are held in major developed cities, and each size is also over 200 million yuan.

Brand management:

Positioning brand features: Emperor's jeweler, jeweler's emperor. Royal aristocrats, celebrities, for Cartier, otherwise known as "luxury artist", 160 years of brand history, Cartier has always maintained close contact and exchanges with the royal family and celebrities of the world. Every high-end customer of Cartier has become the brand's free spokesperson, and it is also an important source of the Cartier brand story.

Lu Huiquan, CEO of Cartier Greater China, said: “While customers appreciate the quality of life and taste brought by Cartier, it is especially important to let them understand the story and cultural heritage behind the brand.” Thus, consumers can further experience Cartier has a long history of the brand, bringing them the artistic feeling.

Cartier carries the dream of consumers. Cartier is taking this to form the value of its own brand. The use of the Italian movie star Rudolf Van Lun Tino to convey the dream is a good example.

In 1983, Cartier decided to acquire its historic antiques as much as possible in order to build a Cartier legendary antique collection. This range of value-added antique collections, including high-end jewellery, watchmaking craftsmanship and a variety of exquisite accessories, not only allows the general public to understand the traditions and inventions of Cartier history, but also to understand the evolution of Cartier. .

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