Cartier and all smart luxury brands want to cultivate an audience who are willing and enthusiastic to become brand evangelists. Cartier designs are also a great influence to their direct competitors. Cartier has differentiation as luxury brand based on competitive advantages linked to buyer desires for status, image, prestige, upscale, fashion, superior craftsmanship and the finer things in life. Cartier has developed its "wholesale" products concept under the trademarked name " Les must de Cartier ." The spinoff products, primarily accessories with modest prices, brought the Cartier reach of every consumer, without sacrificing the grandeur and reputation of the Cartier jewerly line.
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