They used to say it was virtually impossible to sell high jewellery online. Times have changed however, and brands such as Cartier have adapted to a post-pandemic digital world where anything is possible.
Cartier recently used online tools to help sell a €2 million jewellery set, although the technology involved wasn’t a simple Zoom call, Cartier chief executive Cyrille Vigneron hastens to add. The sale involved sophisticated tech from Cartier’s high-res studio, which offers detailed, immaculate close-ups, alongside input from stone experts and models on call.
Cartier has started the post-Covid era on a high note and is ready to forge ahead on the back of a surge in luxury jewellery sales. Last week, it unveiled a new high collection, Sixième Sens, with the elegant landscape of Italy’s Lake Como as the backdrop. Cartier treated its guests in Italy with the utmost care: events at the Villa d’Este, a 16th-century royal residence converted into a luxury hotel, and a seaplane ride over the lakes. The new collection highlights included a new multi-million euro Tutti Frutti necklace, Udyana. And once again, Cartier set up its high-res studio to enable those who couldn’t fly in to participate.