“We don’t cater to need, we cater to desire,” Mr. Vigneron said. “So more and more, pricing in luxury is an art in itself and you need to ensure the right product is available for customers at every entry point to the Cartier brand. The house also has hosted several high-profile museum-style exhibitions of key pieces from its archives, and reconsidered its product introductions. To celebrate the unveiling of the new Santos de Cartier watch in San Francisco last year, for example, Cartier held three days of talks with modern-day creative figures, campaigners and entrepreneurs. “Traditionally, luxury has always been a very centralized business, both physically and philosophically,” Mr. Vigneron said.

Source: New York Times March 22, 2019 05:03 UTC