The Beginnings of Cartier Tank Must
Almost every watch brand has a story of how they made it through the “Quartz Crisis.” When Japanese companies like Seiko and Citizen began making quartz-powered timepieces, which offered unparalleled accuracy at a fraction of the price, it spelled difficulty for makers of mechanical watches.
Much like other brands, Cartier had to change course. Under a new direction, the Les Must de Cartier line, which is French for “these Cartiers are a must” was born. This collection made the Tank more wallet-friendly and appealing to a wider consumer base. It also marked the first time the brand produced timepieces that are not in 18k gold or platinum.