Cartier The Newest 'Must' From Paris

The Newest 'Must' from Paris In the early 1970s, Cartier used the phrase 'Les Must de Cartier" to describe the essential products from its collection — the "must haves," if you will. Later, it used this pithy phrase in spinning of a new line containing entry-level versions of its iconic watches, accessories, and more. Revived in 2021, the Must collection affords clients a doorway into the world of Cartier without breaking the bank — and quickly turns many of them into lifelong fans of the brand. This intriguing ad from 1977 shows a crop of beautiful, colored lacquer dial Must de Cartier Tanks in lapis blue, coral red, ivory, tortoise brown, and onyx black. Despite their gold-plated (rather than solid gold) cases, these special watches provided unique configurations of the Tank not available in the classic Louis. Today, following the revival of the Must line, this ad serves as a reminder that the business decision to provide a more affordable entry point into Cartier was a good one — an