Shortly after 1968 and its protest movements, Cartier also underwent its own revolution. The Maison had already been going through a difficult period for several years, probably due to the lack of a proper distribution network. Faced with a serious situation, Cartier Paris decided to entrust Robert Hocq – then president of Silver Match, the world’s leading lighter manufacturer – with a licence to market such an accessory under his name: the famous Cartier lighter was born. It was a resounding success, leading to the launch of the famous Must line in 1973. In 1970, one year after he was hired, Alain-Dominique Perrin became Managing Director of the Briquets Cartier company. Robert Hocq finalised this new management team with the arrival of his friend Joseph Kanoui, a well-known businessman and investor. The purchase of Cartier Paris was approved in 1972 (the first stage in the global reorganisation that would continue in 1974 with the purchase of Cartier London and in 1976 with the purchase of Cartier New-York). In 1972, Robert Hocq took over as head of Cartier Paris, assisted by Perrin. The Must line was then launched in 1973 and met with great success, injecting new energy into the brand’s entire catalogue. It was in this new creative and prosperous atmosphere that the idea of a new Louis Cartier watch collection was born in 1973: a new series of 12 new iconic models, all presented in large and small versions (with the exception of the Baignoire model, the ladies’ watch par excellence). 23 new watches inspired by the most representative models in the brand’s history were launched on the market, all in 18-carat gold.
The Louis Cartier Collection (1973)
Cartier Ceinture
Ref. 78099 – Large
Ref. 78100 – Small
Other Series
Cartier Square
Ref. 97051 – Large
Ref. 78085 – Small
Cartier Ellipse
Ref. 78091 – Large
Ref. 67081 – Small
Other Series
Cartier Santos Dumont
Ref. 78097 – Large
Ref. 78098 – Small
Other Series
Cartier Baignoire
Ref. 78094 – Unique Size
Other Series
Cartier Vendôme
Ref. 78090 – Large
Ref. 67080 – Small
Other Series
Cartier Cristallor
Ref. 78096 – Large
Ref. 78095 – Small
Cartier Tank Normale
Ref. 78092 – Large
Ref. 78093 – Small
Other Series
Cartier Gondole
Ref. 97050 – Large
Ref. 78091 – Small
Other Series
Cartier Fabergé
Ref. 78101 – Large
Ref. 67082 – Small
Cartier Coussin
Ref. 78102 – Large
Ref. 78110 – Small
Cartier Tank LC
Ref. 78086 – Large
Ref. 78087 – Small
Other Series
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