A watch is more than a timepiece and forms part of an individual’s appearance and jeweler. The watches have been made through careful craft as an integral allure of mechanical watches. The brands share a tradition and cultural prestige derived from centuries of innovation and expertise that is not readily reproduced. The design aesthetic is central to the selection of watches, but it requires cultural capital so as to make artistry worth the price tag. This dissertation explores how the art value of timepieces stirs up consumers to have a desire to purchase luxury watches, especially in reference to Cartier watches, which embrace art element and normally manifest a story behind them. The high reputation that Cartier enjoys can be linked to the art value of Cartier timepieces, especially owing to the history, meaning, and the story behind the Cartier watches collection. Cartier produces watches and jewelry that are typified by an understated, timeless style with a harmonious combination of personality and discretion, aristocratic touch, and elegance (Barrett 2000, p.349). Cartier watches also have other strengths dwelling on functionality and easy accessibility, which means that the products can be accessed by anyone across the globe (Barrett 2000, p.350). Cartier watches can be regarded as the ambassador of luxury owing to the high relation that the brand enjoys in prestige watch-making. Presently, Cartier brand is proud of its private collection comprised of collector watches, the company’s range of fine jeweler’s watches, its extravagant timepieces that perfectly embody the Cartier dream and sports and products that have won a place for the brand in history. On the other hand, Vacheron Constantin incorporates personality to the brand and human interaction. The products can be regarded as have an alluring packaging, intriguing ads, and its sensuous looking appearance.
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An essay "Five Trends that Will Shape the Global Luxury Market" claims that timepieces have embraced new stature as art pieces or status symbols. The high reputation and demand have transformed luxury watches into investment items rather than consumer items…
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