Horological Meandering

Press release: Cartier boutique area dedicated to men in Singapore

I've visited the Cartier boutique at Ion and the watch selection there in particular is well worth checking out. Most notably it has most of the new haute horlogerie releases for SIHH 2009 available, including the flying tourbillon and Central Chronograph.

- SJX

Press release:

Cartier Ion Orchard Boutique:

A Boutique Area Dedicated to Men

The brand new Cartier flagship boutique at Ion Orchard in Singapore not only has a unique facade but the interior contains a great number of surprises.

The elegant and very contemporary boutique was designed with great consideration in regards to what male and female clients search for when shopping for high end watch and jewellery creations. With this in mind Cartier created boutique areas that satisfy equally both sexes. Legendary Cartier jewellery creations are displayed in custom made showcases on both levels of the boutique and jewellery watches have their own area. For the very first time in South East Asia Cartier has created also an area inside a boutique where all Cartier creations for men as displayed.

Cartier and masculine spirit

Masculinity has always been in the center of Cartier creations and in the brand DNA. The founder of the maison, Louis Francois Cartier, created a maison like no other, a jeweler of unparalleled beauty and refinement. While watches started appearing in the brand archives since 1853 it was during the time of the three grandsons that new ideas started to emerge and a great entrepreneurial spirit took over. Louis, Pierre and Jacques Cartier were explorers of art and material and traveled around the world in order to get inspired and infuse Cartier products with an elegance and style that is unparalleled.

Louis the Parisian was a creative genius, out of his hands and imagination came the Santos and Tank watches. Jacques, based in London, travelled around the globe and experienced great journeys at the turn of the 20th century in the Middle East and India in search for that special design inspiration. Pierre travelled west and established the company in New York in what is today one the Cartier greatest boutiques in the world on 5th Avenue. From Paris, London, New York they created a maison and a strong identifiable style of watches and jewellery that would remain legendary to today. Masculinity and great entrepreneurial spirit have always been in the heart of the activity at Cartier.

Who is the Cartier Man?

The Cartier man is successful in his field whatever that would be. He is a significant personality, a combination of seduction, strength and refinement. He knows what he wants; he has an opinion and knows what suits him. He is unique individual, the Cartier man cannot always be classified but he is always first class...

An area dedicated to creations for Men

At Cartier ION Orchard male clients have a small playground of their own. A large door on level one of the boutiques opens to an area that contains timepieces designed for men, from the legendary Santos 100 in steel to the Tank Americaine in white gold. A special showcase contains the modern day’s mechanical marvels that Cartier designed and launched in 2009. The Ballon Bleu tourbillion is displayed proudly next to the Tank Americaine and Santos 100 tourbillions while the new Rotonde Central Chronograph holds its weight as far as chronograph innovations go. Cartier watches with a powerful and instantly recognizable style, creations that defy the test of time and express sophistication combined with masculinity.

Next to the large watches area clients can discover items that complement their style and personality. The new Roadster pen range is masculine and slick while a great range of classic gold or contemporary stainless steel cufflinks wait to take their place on the double cuffs of clients. Finest leather document holders and briefcases are complimented with business card holders that carry a very discreet Cartier monogram. Small surprises such as the new Cartier USB key personalized with the Cartier mark of distinction provides a playful contrast to the pinstripe motif office desk clock. For the men in search for something completely special the Cartier Poker Box in red and black marquetry wood decoration provides all the supplies for a poker night with friends. Cards, dice and casino chips all there for a night of serious masculine bonding and fun.

The Cartier ION boutique men's area manages to bring together the Cartier masculine universe, a place where men can find Cartier watches and objects of desire, a place of their own.