A few days ago, Cartier opened its latest Boutique in Paris located Boulevard des Capucines, close to the Opera, in the same building than the Bucherer store. If you know the Cartier context in Paris, you may be surprised by this opening. After all, Carlier already has several large boutiques in 3 key areas: Champs-Elysées, Faubourg St Honoré and St Germain des Prés. But they don't play the same role since they don't have exactly the same customers profiles.
Moreover, Cartier will take advantage of Bucherer close presence and the opposite is also true, a kind of win-win situation in this building owned by Richemont. Even if the Cartier Boutique has its own entrance door, there is also another entrance from the Bucherer store.
When I saw the progress of the works during the last weeks, I couldn't imagine that the Boutique would be so large: 450 square meters including an upper floor.
Obviously, the decoration style of the Boutique follows the latest principles defined by Bruno Moinard, the designer in charge of the Boutiques template. The objective of the new design is to combine elegance, luxury without falling in a too pompous atmosphere. The target is the oppositive: the customers have to feel themselves relaxed like if they would be at home.
It is the reason why you will see on the pictures a lot of details like a library, frames, couches whose aim is to bring comfort to the visitors of the Boutique.
The shop windows are very large to invite the people walking along the Boutique to visit it. It is not a Boutique dedicated only to tourists or foreign customers. French clients are also a key pillar in Cartier strategy and we can feel it.
The original columns of the building were preserved and you will also notice the superb chandelier located right at the center.
Each area of the Boutique has a specific role and I propose you to discover them now.
When you enter the Boutique, you get a feeling of "depth" since it is very extended.
The first displays are dedicated to jewels:
We discover the first frames with classic Cartier symbols like the emblematic panther:
But there are also other animals! Maria Felix was wearing this superb and iconic crocodile necklace in 1975:
On the right side of the entrance, this area is dedicated to jewellery:
The jewels display at the entrance:
We are approaching the center of Boutique marked by the impressive chandelier:
The circular displays are dedicated to several lines of the collection: Tank, Santos, Ballon Bleu...
If you go forward, you reach the area which gathers several selling points around the library:
I really like the lay-out of this area. Another positive feature: the quality of the lights. There is a bright lighting without being too aggressive. I could take advantage of it when I shot the watches.
One of the frames in the watches area, nice isn't it?
Opposite to the library, there is an open room fully dealing with accessories, leather goods. Clearly, the Boutique is not focused on this Cartier activity but at least, the clients will be able to find other items than watches or jewels. We can say that the Boutique offers the whole dimension of Cartier world.
Keep going forward and you reach the end of the Boutique with the High Horology displays. Of course, it was the place where I spent the biggest part of my visit!
On the right of the High Horology area, there is a VIP corner where the staff and clients meet around a more isolated and quiet table...
Did you notice it in a previous picture? There are stairs which lead to the upper floor. Let's take them! There are several rooms on this upper floor. The objective is to bring additional services to the customers like a wi-fi access, a waiting room and a room to finalize some purchases. One interesting characteristic of the largest room of the floor is that the large windows let the daylight generously go through... When you buy watches or jewels, it is important to be able to check what are the actual colors with the daylight.
The stairs have something magic with the very high chandelier which almost follows the visitors when they take the steps:
I love the combo between the refined details of the chandelier and the frames on the wall:
The waiting room:
Another couch on the upper floor:
And the largest room with a view on the Boulevard des Capucines:
Of course, wherever we are, the Cartier panther follows us like a guardian spirit:
I was very seduced by this Boutique: it has a clever lay-out, it is well organized and the ability to easily find quiet areas is a strong asset. I will not forget to mention the refined and warm atmosphere of the design.
Of course, I couldn't miss the opportunity to shoot some watches! Thanks to the friendly and efficient staff member, I propose you a small selection of timepieces.
The idea is to browse the largest range of watches possible. So let's start with an entry-level one.
Entry -level doesn't mean uninspired. I consider the Automatic Tank Solo as a very valuable watch which already contains several details we appreciate in Cartier watches. It is powered by the caliber Cartier 049 which is actually an ETA 2892-A2. The movement may not be exclusive, at least, it is reliable and easy to service. I'm less convinced by its winding efficiency to be frank with you.
I like the "flat" case of the watch:
The date window is well inserted into the dial:
On the wrist:
I presented you several weeks ago the new line Tank MC.
I couldn't resist to see it again what gives me the ability to confirm you that my first feelings are still valid: it is a very well done watch with a nice curved shape:
The Tank MC, here in its SS version, gives the opportunity to take advantage of the in-house 1904 MC in another context than the Calibre:
On the wrist, despite a large size for a non-round watch, the Tank MC remains balanced:
Let's have a look at this two-tones Calibre chronograph now:
I'm not fan of two-tones watches and I will not change my mind with this one. But there is always a detail I highly appreciate with the Calibre, it is its bezel!
The Calibre Chronograph is a good watch I could consider in SS. The fact that roman numerals are used on the upper side and indexes on the lower side is a bit strange but this unusual mix gives character to the dial:
Back to the Tank MC line with the Skeleton. This watch is a beauty... and I much prefer the 9611 MC movement with this case than with the Santos.
The Rotonde Annual Calendar is a very interesting watch which proposes a new way to display the days of the week and the months. But it is also easy to operate since only the crown has to be used to set the time functions.
The case diameter is large (45mm) but due to the dial lay-out, this size is welcome here:
I was very happy to see the Crash. The Crash is one of my fav Ladies' watches.
It may be born in 1967, the Crash has still a very contemporary design.
And good news, the watch is powered by the handwind movement 8970 MC. So, it really becomes irresistible!
I told you that the Cartier Panther was following us everywhere!
This Pasha is an exceptional watch. The skeletonized handwind 9613MC movement draws a panther head. It is the junction of two worlds: watchmaking and jewellery.
Case diameter is 42mm.Don't look at the two tsavorite garnet eyes, you would be hypnotized!
And what about this Feline? A true 3D panther!
I would like to conclude the report with another way to hypnotize us with the Astrotourbillon.
It is always difficult to describe how aerial, how delicate is the Tourbillon behaviour.
But each time I see this watch, I have the same feeling. It is a pure delight. The Tourbillon makes us forget that the case is very large (47mm) but we have to accept this constraint since it needs room to perform its ballet.
I would like to thank a lot the Cartier staff and the Cartier communication team for the warm welcome and the organization of the visit. And of course, I wish the best for the Boutique!
Fr.Xavier
