Cartier reopens its boutique in Paris with 3 watches and 5 exclusive pieces of jewelry
Since the opening of its boutique in 1899 at no.13 rue de la Paix in the second arrondissement, the identity of Cartier has been intimately linked to this building. It will once again welcome customers after 2 years of renovation. On this occasion, Cartier will present 5 high jewelry pieces and 3 limited edition watches (Tank Asymétrique, Cloche and Tonneau).
Cartier rue de la Paix in Paris: a historic place
It was here that Alfred Cartier and his eldest son, Louis, established the family business, near Place Vendôme and the Opéra Garnier. This address was the last of Cartier's 3 flagship boutiques, its temples (the others are in New York and London), to benefit from a total renovation. Closed since June 2020, the facade of the store was hidden by a giant trompe-l'œil cover. The renovated store will reopen its doors on October 28.
“Cartier is not anchored in one city or one period,” said Cyrille Vigneron, president and CEO of the house since 2016. “We draw our inspiration from many sources, such as the Islamic world, Indian maharajahs, European Art Deco, and much more. All these elements blend into the architecture of our house.”
Cartier Paris: the facade has not been touched
The neoclassical facade of the building, with the brand's characteristic black and gold Portoro marble accents, has not been modified. But when the 3,000 square meter interior is unveiled, it will not only highlight Cartier's Parisian roots, said Mr. Vigneron, but everything that is universal in its identity and style.
“This renovation is a metamorphosis, like a caterpillar becoming a butterfly by recomposing the same molecules in a new way,” said Mr. Vigneron. “We have rebuilt this site with elements of history and time, to create something new and different. ”
What does Cartier’s “13 Paix” look like?
Gone are the imposing central staircase, the series of small rooms with dark wood paneling and the opaque glass dome ceiling, in place since 2005. These elements have been removed to make way for a vast central open space. The 5 upper floors are visible through the atrium's glass ceiling. The more discreet staircase is attached to a wall. There are also 2 additional levels, used as offices, in the basement.
“Adding light and inviting visitors to move freely on all floors of the boutique was a priority,” said architect Bruno Moinard, who worked on the project. “The new staircase is also an invitation to stroll.”
12 master craftsmen and 40 workshops specializing in lacquer, carpentry, stone, mosaic, ironwork and stucco collaborated to create the decorative elements and custom furniture. “By inviting them to work together, we pushed many of these talented artisans to go beyond their own imagination and create dreams that will transport the visitor,” said Mr. Moinard.
The upper floors of the building house repair and customization workshops, high jewelry, and the Cartier archives. The top floor houses the Résidence. This is a living room with a dining area and a winter garden for entertaining clients and friends of the House.
Exclusive jewels by Cartier for the reopening of its boutique on rue de la Paix in Paris
Cartier has created a number of exclusive pieces to mark the reopening. Namely 5 high jewelry creations and 3 limited edition watches: a Tonneau, a Tank Asymétrique and a Cloche. Each of these Cartier watches bears the number 13 at 12 o'clock on the dial and the word Paix at 1 o'clock.
Mr. Vigneron said that the recently renovated building did not just represent what he calls a "nostalgic heritage." “It is a source of memory,” he said, “a temple where we contemplate the past so that it serves as a source of inspiration for the future. ”
