Educational Media Reviews Online

Cartier has long been revered as the “royalty of jewelers and the jewelers of royalty.” Cartier, however, has recently felt new pressure from competitors such as Tiffany, Bulgari, and DeBeers. This documentary examines how Cartier manages to and plans to continue to stay on top of the fine jewelry market.

Arnaud Bamberger, “ambassador” and spokesperson for Cartier, depends greatly on celebrity patronage for the continued success of the company, and in soliciting and securing such celebrity exposure has transformed himself into a celebrity. The vast majority of the documentary deals with Bamberger and his skillful associations and marketing. To maintain the widespread perception of Cartier’s dominance, it depends upon strategically placed events, such as antique car shows and sports events. In this spirit, Cartier is eager to attract a new generation of royals, namely Prince Harry. Bamberger continuously emphasizes that Cartier ownership means membership to an “exclusive family” and his visibility with royalty reinforces this elite standing.

Despite it preeminent status, Cartier has shown vulnerability. In 2001, Cartier halted its lower line item production. This meant Cartier’s least expensive article cost several thousand dollars. Bulgari seized the opportunity and introduced a line of fine rings at the price of approximately $350. This “entry item” enabled Bulgari to seize consumers’ attention and loyalty. Though this represented a blunder on the part of Cartier, the documentary demonstrates how the company was able to respond.

This is a fine documentary on marketing by perception. It is important to understand that this documentary is not about mere celebrity endorsement, but the creation of the perception that Cartier is truly integrated into the lifestyles of celebrities and royalty. Recommended for those with an interest in skilled target marketing.