Since its foundation in 1847, Cartier, with 200 stores in 125 countries, is by far the most respected luxury brand in the world today. The brand has worked hard to increase accessibility, introducing several pricing levels to make the Cartier name available to the less wealthy as well as its traditional perceived audience of the global elite. One of the best advantage against its competitors is when celebrating its 165th anniversary, jewelry brand Cartier unveiled this heavy, opulent short film starring the brand's emblem, the panther, who travels through Cartier's history, brushing against some of the world's most iconic locations and moments. He lands up at Paris, where he meets supermodel Shalom Harlom at the Grand Palais, where Cartier was born. The Cartier's film was a great opportunity to promote itself around the world: -showcase: the film, Cartier's first genuine foray into the world of screen advertising will be shown at 800 UK cinema screenings and on television in 12 countries around the world. - Markets: the spectacular visuals of cutting edge special effects which explores the fire jeweller's archives and back-story in a bid to showcase the brand to both existing customers, emerging markets and a new generation. In a rich and lucid manner the brand takes and tries to connect the brand across two of the major emerging markets.
Even more, the commercial was so good, that the word of mouth made the advertising so popular and made customers feel like they were proud of their purchases they have of Cartier and made them want to buy more products from Cartier.
Cartier as well is performing a SWOT analysis. It has an image as a luxury brand and popular global premium product. It has a good advertising and brand presence through print ads and TVCs. Cartier is known for also its exquisite jewellery is not just a watchmaker, its company brands on the other hand are predominantly watch brands. Its lack of suitable destinations for retail in luxury market is an opportunity for the brand to establish itself. Its customers display the double aspect of a strong luxury cultures and a strong sensitivity to prices.
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