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Cartier kicks off celebrations for Watches of Switzerland centenary

Cartier makes 100-piece limited edition golden Tank Louis Cartier exclusively for Watches of Switzerland.

According to Watches of Switzerland’s website, the business was founded 100 years ago in 1924 by Maurice Lane, who formed a company selling watches by mail order.

G&M Lane & Co, as Watches of Switzerland was originally known, opened its first office at 26 Ludgate Hill, in the City of London.

Now one of the world’s largest retailers of luxury watches and jewellery, with annual sales of around £1.5 billion, the group is kicking of its centenary year with a special watch made by one of its most important brand partners, Cartier.

The watchmaker has turned to the historic Tank Louis Cartier archive for the design of a 100-piece limited edition in gold, with a golden sunray dial adorned with Roman numerals for 12 and 6 o’clock hour markers.

Blued steel hands perfectly complement Cartier’s signature blue sapphire cabochon in the crown and a dark navy alligator strap.

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Cartier’s slim mechanical 1917MC movement is protected by a gold case back with a special engraving for Watches of Switzerland.

The watch is available to purchase for £12,700 from 1st June however customers can register their interest and pre-order now with a deposit. 

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“We are thrilled to commemorate our 100th anniversary with the launch of the exclusive Tank Louis Cartier,” says Brian Duffy, CEO of Watches of Switzerland Group.

“This relationship with Cartier, one of the most esteemed watch brands in the world, represents our shared passion for horology and our commitment to delivering exceptional craftsmanship to our clients.”

Laurent Feniou, managing director of Cartier UK, adds: “We are honoured to present this special timepiece which embodies the spirit of Cartier London’s rich heritage in watchmaking and innovation in shaped watches. We are delighted to reveal a unique design of the Tank watch and are thrilled to share this with Watches of Switzerland for their centenary celebration.” 

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1 Comment

  1. You can keep all your Rolex, Omega, Patek Philippe watches of which I have previously owned three Rolex watches, as there is no more beautiful quality timepiece than a Cartier. They are second to none in the watch market. I drool everytime I see one. I am looking at my exquisite model as I text.

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