Cartier Taps Culture to Polish Its Brand

Museum exhibits, ice sculptures, and celebrity actresses help keep the French jewelry maker in the public eyeand its sales sparkling

Cartier, the Paris-based purveyor of high-end jewelry and watches, uses a deft hand to keep the luster on its brand. To grow sales, it's making an aggressive play for the nouveaux riches in emerging markets such as China and Russia. But it also uses smart marketing to burnish its image of exclusivity and tradition, as befits a company that's been in business since 1847.

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