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Cartier – 2020 #12 (-5)

Parent Company: Compagnie Financière Richemont SA

Brand value: $6,036m (US$)

Change since 2019:  -19%

Headquarter city: Paris

Category: Luxury

Year formed: 1847

Cartier is a French luxury goods brand renowned for its high-end jewellery and watches. The brand operates more than 200 stores globally and sells online via e-commerce platforms Net-a-Porter and Mr Porter. China is a key market for Cartier, and the brand was one of the first European luxury names to have a storefront on the Chinese social media super app WeChat. It is also on Alibaba’s TMall Luxury Pavilion. The history of Paris, and crafts and culture are core to Cartier’s DNA. These elements are embodied in the brand’s iconic store at 23 place Vendôme in Paris. Set in an 18th-century building, the boutique was thoroughly renovated in March 2019. Designed by Laura Gonzalez, the store has a classic modern aesthetic with pale pink half-moon sofas, pale wood panelling, and Jean Cocteau illustrations on the walls. Cartier aims to remain relevant and to modernize its positioning. In 2018, the brand held a virtual reality-powered experience in Shanghai which transported visitors to Paris in 1901 to follow the journey of aviator Alberto Santos-Dumont. Each year, Cartier also recognizes six women from around the world in its Cartier Women’s Initiative awards, which aim to encourage female entrepreneurs. Jérôme Lambert was appointed as Cartier’s CEO in late 2018.