Cartier Tank: A Short Stroll Through History

Cartier has been in the luxury goods industry longer than most of its counterparts. Through years of work and persistence, the brand has established itself as a stalwart in the business. Cartier started off as a jeweller and soon began its watchmaking business. Before anyone knew, it ended up making the first men’s wristwatch ever known. And not for a second think that Cartier left any stones unturned. In an era where marketing was still an idea yet to be born, Cartier made globally renowned inventor/aviator Alberto Santos Dumont endorse its watch.

The watch we will be pondering upon here today, however, is the Cartier Tank. The most successful watch in the history of the brand is the way it is for a reason. The watch exudes class beyond measure. In addition to that, it is widely characterized as a unisex watch. Not that it really matters in the times we live today. You know, feminism and stuff.

Over the years, Cartier has had various versions of the Tank made. Most of these gems made an impact in the Haute Horlogerie industry, while some attained legendary statuses.

Origins

The Cartier Tank saw the light in 1917 when the idea of a watch that celebrated the formidable war machines from the First World War came to mind. The first tank was a simple yet classy rectangular watch with a leather strap. It had nothing fancy about it, and perhaps that is what made it so appealing. Today, one of the most sought after Tank timepieces is the Cartier Tank Anglaise. It is different in many ways than its ancestor, but somewhere down the line it still radiates the same energy.

Popularity

The watch has experienced unprecedented popularity since its inception. There is no particular reason for it, except for the fact that it belongs to a ‘Maison’ that is known for its excellence in luxury goods. For instance, when Tank Americaine was launched, the collection already had a stern grip on the markets. The Cartier Tank MC is another fine example of what the horologist is capable of. The watch was the first Tank reference to be delivered with a manufacture calibre.

Surviving The Quartz Crisis

When the oppression from the East started affecting manufacturers in Switzerland, there seemed no way out. Despite the fightback, it took a good couple of decades for the Swiss watch markets to return to their long lost glory. One brand, however, had different ideas. We all know Cartier also has a background in jewels, which obviously did help it out during this period of turmoil. The other reason for its survival was the ability adapt. The result was the Cartier Tank Solo, a Quartz powered watch that was launched in 2004.

Business is usually a tricky task and determining one’s future is near to impossible. Nevertheless, as it seems, Cartier has done the impossible. It has not only cemented itself in the industry but has managed to do it at the very top.