Cartier Director of Image, Style, and Heritage Pierre Rainero waxes lyrical about his more than 30 years of history with the brand
When it comes to timepieces, fine or otherwise, style is often not part of the package…at least not style as defined here by the Oxford dictionary, which goes something like this: a distinctive appearance, typically determined by the principles according to which something is designed. Of course, if one looks at Mirriam-Webster, one finds something a little more useful to the idea of style and watchmaking: a distinctive quality, form, or type of something.
Well, every day is different of course, because in fact I have many different things I’m involved in… The central responsibility, of course, and that explains all the other ones , is my involvement in the creative process. So that’s effectively the style part of my title. Anyway, each of these creatives has an influence on the artistic part; you know that in jewellery, it is even more obvious than in watches. Dial, handset and surprising movement of the Tank AmericaineIt is not one person who could be entitled to because it is not true. The second reason was, in a way, really to have and share a vision of what a Cartier object should be today, and of course, in the near future, because we work some years in advance, depending on the category of items.
And by the way, the style part of my title includes my involvement in everything that is created at Cartier, like the architecture of the stores for instance. I’m also involved the same way with the architects and interior designers…I am the link between image and style because effectively the style of the store is a part of image-building, for example. As a consequence, I am also in charge of the cultural and artistic aspects of Cartier.
So you realise the power of those people…the artisans; it is an incredible number of people over the years. It is a human adventure, the story of Cartier, you know, and that makes it so rich. This also makes it difficult to apprehend everything about Cartier because as a commercial entity, what we keep in our archives is mainly linked to how the company works and the production; that’s already very important because it is the link with the clients.
So, we went forward and the idea was to create something like a pebble; the brilliant idea was to get rid of the crown) by including it within the circular shape of the case in a space that was like a bubble. Obviously, it is not a regular round watch because it is so bizarre to not have the crown present as usual. But the design logic is there, and the ergonomic presence of the watch, in terms of how soft it feels, is there.
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