We’ve blogged a lot about the iconic nature of a Cartier Tank watch and, as evidence to the timeless quality of this watch, its been one of our site’s best-selling watches. However, there is an understood, unspoken, acknowledgment among watch “purists,” that Cartier is a jewelry brand, not a “watchmaker”- a title reserved for names like Rolex, Hublot, IWC, Audemars Piguet, Breitling, so on and so forth.

The New York Times Style section from Sunday January 16, featured an interesting article about Cartier’s quest for acceptance into the elite circle of “watchmakers.” The article accurately depicts Cartier as a jewelry brand that “for all its beautiful and much-sought designs…[has] never quite won the cachet reserved for true haute horlogerie names, partly because its timepieces, however opulent or exquisite, often used movements developed elsewhere.” So, in 2001, Cartier opened the doors to its very own watch manufacturing factory in Switzerland and embarked on its quest to earn the respect of the horological community.

The fruit of their 5 year labor of love was fulfilled with the January 2011 Geneva debut of the “Rotonde de Cartier Astrorégulateur watch Calibre 9800 MC.” The complicated movement is an innovation that has hailed much praise from respected fine-watchmakers. Cartier’s years of toil and trouble have paid off, as the development of the Astrorégulateur is vital “for Cartier to position itself as a watchmaker that is respected for its technical competence.”

Just as many upscale fashion design houses struggle for years to find their niche in the world of “haute couture,” Cartier has many years of proving themselves to the world of “haute horology” before they can be widely recognized and respected for their technical watchmaking skills. In the meantime, “watchmaker” or not, there is no denying Cartier as a major player in the luxury watch market.

From the Ballon Bleu to the Tank Americaine to the Tank Francaise (the number one seller at eRelyx), the watches of Cartier have graced the wrists of some of the most influential and recognizable figures, both past and present. From Michelle Obama to JFK to Jackie O (check out our gallery of famous Cartier watch fans below) there is no denying that Cartier is a mighty presence in the realm of fine jewelry & luxury watches. Cartier may not trigger the same thoughts of technical excellency that a brand like Rolex or Patek Philippe might, but it is a true emblem of taste and elegance in wristwatches.

Love Cartier? Check out these great Cartier watches for sale at eRelyx. Click the images below to view more details.

To read our article on “What the Cartier Tank says about you,” CLICK HERE

To view the complete version of the New York Times article, CLICK HERE

Photos courtesy of PR Photos