From Elizabeth Taylor in the 1970s to Kylie Jenner’s stacked wrists going viral on Instagram, the Cartier LOVE bracelet has always been a statement, and its latest chapter comes as a flexible design that lets you stack, share, and sport it everyday without losing the signature screws.
Going back to how its unmistakeable design came to be, it started in 1969 New York, when Aldo Cipullo created Cartier’s LOVE bracelet as a rigid oval that fastens with a screwdriver, leaving its screws visible so the mechanism became the motif itself.
The new LOVE Unlimited keeps that idea but changes the feeling on the wrist, trading the rigid cuff for a supple, second-skin construction made from articulated gadrooned links whose hand-polished screws maintain the icon’s instantly recognisable design. Proportions are tuned per size so the spacing stays precise, which means the bracelet catches the light with the same clarity that made the original such a sensation.
A patent-pending invisible clasp, operated by a screw, seamlessly integrates into the line, allowing you to read a continuous ribbon of gold rather than a visible mechanism, with a miniature architecture comprising roughly two hundred components that work together for a fluid look to the piece. The clasp is also the message, because it allows one bracelet to attach to another, inviting pairs, stacks, and long chains you can build, split, and pass on as you desire. The design is offered in white, rose, or yellow gold, and is joined by a ring to complete the line-up.
By painting the story between Paris and New York, the new campaign returns to the places that molded its romance and makes clear that, since 1969, the bracelet has stayed unisex and recognisable at a glance through its clean lines and visible screws, and LOVE Unlimited is simply continuing to preserve that identity while adding a supple chain of links.
Photography by Jake Terrey; Styling by KIM PAYNE