When the Drive de Cartier was launched at SIHH earlier this year it immediately received the all-important critical thumbs up from the watch industry. The overwhelming consensus was that Cartier had pulled off the tricky balancing act of adhering to the brand’s reputation for elegance, but imbuing it with a masculinity that previous offerings have sometimes failed to connect with. The design – cushioned shaped bezel, big, bold Roman numerals, pattern on the guilloche dial and the blue sapphire winding crown – whispered modern classic in the making.
But of course appealing to the so-called experts is one thing, whereas connecting with an audience is what really counts. Happily for Cartier, the Drive has been selling like hotcakes in its first few months and seems to have assumed a unique place in a crowded market. This is also thanks also to an extremely attractive point for the stainless steel version – though of course it’s also available in pink gold if budget allows. All of which makes it one of the most adaptable timepieces to add to your collection.
Cartier has clearly been delighted by the response to this watch because it decided to do a much bigger launch last week in Italy. The brand took up residence in Florence during Pitti Uomo, the men’s fashion exhibition that precedes the shows in Milan. The setting was the historic Palazzo Gondi, built in 1490 by the Florentine architect Giuliano da Sangallo and it was a fitting location as an expression of Cartier’s elegance and independent spirit.
I like the idea of proposing something contemporary for Cartier. It’s a new shape and yet it still looks like a Cartier
Three days of events saw guests being entertained in various nooks and crannies of the sprawling building. Every room was decorated to reflect the spirit of the Drive. There were art books to browse through, antique pieces from the Cartier Collection and watches from the Drive de Cartier Collection in the library to pore over. The dressing and drawing rooms were conceived by artistic director Sergio Colantuoni with drawings in the style of trompe l’oeil by Greek artist Konstantin Kakanias. The gentlemen’s den once again brought to life the spirit of the Drive man’s personality through his quirkiness and eclectic mix of influences. It was all delightfully playful.
For watch aficionados the studio was the room that revealed the secrets behind the Drive de Cartier. Conceptual design sketches led the viewer through the creative process of this new watch, with its cushion shapes aesthetic that is sleek in the extreme and an exercise in pure geometry.
Pierre Rainero, head of heritage and style at Cartier, spoke to Esquire on the sunlit terrace roof of the palazzo, overlooking the rooftops and cathedrals of Florence. He described the early success of the Drive as “going far beyond our initial expectations. He described the design as having come quickly and effortlessly and it shows. There’s an easy grace to the Drive and although it immediately looks like a Cartier product, Rainero says they didn’t actually look at the archives at any stage to see how it fitted with the brand’s heritage. He places it down to the timeless proportions of the watch, but Rainero’s decades’ long stint as the guardian of Cartier’s heritage must mean the spirit of the brand is in his DNA. “That’s exactly it,” he agrees. “I like the idea of proposing something contemporary for Cartier. It’s a new shape and yet it still looks like a Cartier.”
That, as we said before, is a difficult balance to achieve, as is the balance of creating a watch that is elegant yet masculine. This isn’t a watch that makes a grab for your attention. It has enough charm to speak, rather than shout, for itself. Though of course at the extravagant launch party, there were plenty of other people ready to spread the word. This is an important watch for Cartier and at the Palazzo Gondi in Florence there was a sense that this is the start of a very interesting new chapter for a historic brand.When the Drive de Cartier was launched at SIHH earlier this year it immediately received the all-important critical thumbs up from the watch industry. The overwhelming consensus was that Cartier had pulled off the tricky balancing act of adhering to the brand’s reputation for elegance, but imbuing it with a masculinity that previous offerings have sometimes failed to connect with. The design – cushioned shaped bezel, big, bold Roman numerals, pattern on the guilloche dial and the blue sapphire winding crown – whispered modern classic in the making.
But of course appealing to the so-called experts is one thing, whereas connecting with an audience is what really counts. Happily for Cartier, the Drive has been selling like hotcakes in its first few months and seems to have assumed a unique place in a crowded market. This is also thanks also to an extremely attractive point for the stainless steel version – though of course it’s also available in pink gold if budget allows. All of which makes it one of the most adaptable timepieces to add to your collection.
Cartier has clearly been delighted by the response to this watch because it decided to do a much bigger launch last week in Italy. The brand took up residence in Florence during Pitti Uomo, the men’s fashion exhibition that precedes the shows in Milan. The setting was the historic Palazzo Gondi, built in 1490 by the Florentine architect Giuliano da Sangallo and it was a fitting location as an expression of Cartier’s elegance and independent spirit.
Three days of events saw guests being entertained in various nooks and crannies of the sprawling building. Every room was decorated to reflect the spirit of the Drive. There were art books to browse through, antique pieces from the Cartier Collection and watches from the Drive de Cartier Collection in the library to pore over. The dressing and drawing rooms were conceived by artistic director Sergio Colantuoni with drawings in the style of trompe l’oeil by Greek artist Konstantin Kakanias. The gentlemen’s den once again brought to life the spirit of the Drive man’s personality through his quirkiness and eclectic mix of influences. It was all delightfully playful.
For watch aficionados the studio was the room that revealed the secrets behind the Drive de Cartier. Conceptual design sketches led the viewer through the creative process of this new watch, with its cushion shapes aesthetic that is sleek in the extreme and an exercise in pure geometry.
Pierre Rainero, head of heritage and style at Cartier, spoke to Esquire on the sunlit terrace roof of the palazzo, overlooking the rooftops and cathedrals of Florence. He described the early success of the Drive as “going far beyond our initial expectations. He described the design as having come quickly and effortlessly and it shows. There’s an easy grace to the Drive and although it immediately looks like a Cartier product, Rainero says they didn’t actually look at the archives at any stage to see how it fitted with the brand’s heritage. He places it down to the timeless proportions of the watch, but Rainero’s decades’ long stint as the guardian of Cartier’s heritage must mean the spirit of the brand is in his DNA. “That’s exactly it,” he agrees. “I like the idea of proposing something contemporary for Cartier. It’s a new shape and yet it looks like a Cartier.”
That, as we said before, is a difficult balance to achieve, as is the balance of creating a watch that is elegant yet masculine. This isn’t a watch that makes a grab for your attention. It has enough charm to speak, rather than shout, for itself. Though of course at the extravagant launch party, there were plenty of other people ready to spread the word. This is an important watch for Cartier and at the Palazzo Gondi in Florence there was a sense that this is the start of a very interesting new chapter for a historic brand.