Manufacture
SJX's post provides a historical and architectural tour of the iconic Cartier store at 13 Rue de la Paix in Paris. This article highlights the store's evolution from its establishment in 1899 by Louis Cartier to its status as a symbol of luxury, offering insights into its rich history and design.
Louis Cartier established the now famous Cartier boutique at 13 Rue de la Paix in 1899. Running between the Place Vendôme and Opéra Garnier, Rue de la Paix is the most expensive property on the French version of Monopoly. Cartier at 13 Rue de la Paix has seen countless notable personalities stroll through its elaborate entrance over the years, including various members of royalty, celebrities and even internet forum moderators.
Period illustration by Sem showing the arrival of the Prince of Wales, future King Edward VIII, and his Parisian admirers.
Though it is now regarded as the iconic Cartier store, 13 Rue de la Paix was not Cartier’s first shop. When the jeweller was established in 1847, founder Louis-François Cartier took over the store belonging to his mentor, Adolphe Picard, at 29, rue Montorgueil. Six years later Cartier moved to rue Neuve de Petits-Champs in the Palais Royal area and then to the Boulevard des Italiens in 1859.
By the time Cartier moved to Rue de la Paix the street had evolved into the upscale neighbourhood it is today. Opened in 1806 at the behest of Napoleon I and originally known as rue Napoléon, Rue de la Paix was a fairly successful commercial street from the onset, but its emergence as a ritzy shopping destination only came about in the second half of the 19th century. That was a consequence of Baron Haussman’s radical redrawing of Paris giving it the long, wide boulevards of today. By the middle of the 19th century several well known merchants had opened on Rue de La Paix, including Guerlain perfumers and the couturier Worth.
With this shift in the Paris retail landscape, Louis Cartier persuaded his father Alfred, son of Cartier’s founder, to move to Rue de la Paix where Cartier opened in 1899. Cartier first acquired 13 Rue de la Paix, formerly the Westminster Hotel, followed by 11 Rue de la Paix in 1912, resulting in long, black and gold marble façade of today.
This message has been edited by SJX on 2010-10-01 10:26:35
In Louis Cartier’s day, a visitor to 13 Rue de la Paix would have headed for a particular salon, depending on the object of interest. So for instance if a customer wanted pearls, he would have turned left for the Salon des Perles. Incidentally prior to the advent of cultured pearls, natural pearls were worth more than diamonds and constituted more than half of Cartier’s turnover before 1920. Today Cartier at Rue de la Paix is no different. Cartier has preserved most of the original s
Up the staircase to the second level there are additional sales areas and showcases. The view of the second level from the entrance to Jeanne Toussaint's office But the highlight of the floor is the office of Jeanne Toussaint, Cartier’s legendary Director of Jewellery who was responsible for penning many of the now iconic Cartier designs and themes like the Panthère. Like Louis Cartier’s office, this room is almost entirely original and sometimes used to host customers as well. Above: Two photos
captured the true ambience of this remarkable place and the photographs are truly excellent. Thank you for the Grand Tour. Best, Tim
The clock in the office of Louis Cartier is so incredible. I have seen it working and it's magic. The office of Jeanne Toussaint, Cartier’s Director of Jewellery looks beautiful, hard to imagine that it has not changed since. The Rue de la Paix Store really is an icon. GEO
and perhaps worthy of a modern remake one day. - SJX
Your photos and commentary really evoke the romanticism of a bygone era. The Cartier boutique in Paris is elegant, lovely, and stylish -- just like their watches! Cheers, Daos
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