CARTIER

INTRODUCTION Cartier S.A., commonly known as Cartier is a French jeweler and watch manufacturer. The corporation carries the name of the Cartier family of jewellers whose control ended in 1964 and who were known for numerous products including the "Bestiary" (best illustrated by the Panthre brooch of the 1940s created for Wallis Simpson), the diamond necklace created for Bhupinder Singh the Maharaja of Patiala and in 1904 the first practical wristwatch, the "Santos." Cartier SA is headquartered in Paris. The company has a long history of serving royalty, as well as stars and celebrities; then Prince of Wales Edward VII once called Cartier "Joaillier des Rois, Roi des Joailliers" (Jeweller of the Kings, King of Jewellers, made an order for 27 tiaras for his coronation in 1902, and issued a royal warrant for supplier to Cartier in 1904. Similar warrants soon followed from the courts of Spain, Portugal, Russia, Siam, Greece, Serbia, Belgium, Romania, Egypt and finally Albania, and also from Monaco and the House of Orleans. Cartier S.A., commonly known as Cartier, is a French jeweler and watch manufacturer. The corporation carries the name of the Cartier family of jewellers whose control ended in 1964 and who were known for numerous products including the "Bestiary" (best illustrated by the Panthre brooch of the 1940s created for Wallis Simpson), the diamond necklace created for Bhupinder Singh the Maharaja of Patiala and in 1904 the first practical wristwatch, the "Santos." Cartier SA is headquartered in Paris. Cartier has developed many different watches. The classic collections are:

Calibre de Cartier Pasha de Cartier Ligne 21 de Cartier Tank Santos de Cartier Baignoire Tonneau

Cartier history was marked early on by the significant introductions of watches still considered classics todaythe Santos (1904), the Bagnoir (1912), the Tank (1919), and the Pasha (1932). The Tank was designed in tribute to American tank commanders who helped France in World War I. In addition to these classics, and continuing their tradition in jewelry making, Cartiers line is rich with jeweled watches sure as the Cartier Tortue, and womens Tank Americaine, Tank Divan, and Tank Basculante.

Cartier designs watches for women and men alike. The most famous luxury watch brand in Paris has the power to surprise and astonish. In 1904, Louis Cartier designed the first wristwatch, the Santos de Cartier. Cartier became one of the world's most famous master watchmakers, striking a perfect balance between modern technology and traditional craftsmanship. Cartier is the brand of choice for collectors, discerning connoisseurs and elegant women. The Cartier range of luxury watches includes models with quartz movements, mechanical movements with manual or automatic winding mechanisms, and rare models with complications. All movements are assembled with painstaking care in Cartier's Swiss workshops and are subjected to stringent testing. Cartier watches are distinctive thanks to their perfect proportions, sleek lines and smooth transition from the case to the bracelet or strap. Cartier offers an extensive range of luxury watches for women and men, in gold or platinum, paved with scintillating diamonds. Cartier watches relate the history of the brand. The famous Santos de Cartier watch was created for the pioneering aviator Santos-Dumont. La Doa de Cartier timepiece was inspired by the extravagant actress Maria Flix. Today, a new legend is born with the Ballon bleu de Cartier, which is at once classic and futuristic.

THE PRODUCT DEVELOPMENT STUDIO

Product development at Cartier is a rigorous and complicated undertaking involving dozens of people from marketing and technical development. Watches are not created in isolation but with careful regard to the overall brand strategy and identity. In fact, new watches are so important that Cartier CEO Bernard Fornas himself approves every new launch. For those who say that too many cooks spoil the broth, or that committees are the death of creativity, Cartier is here to prove you wrong. The development area in La Chaux-de-Fonds

The Studio

The creation of a new Cartier watch generally starts with the Studio at the manufacture in La Chaux-de-Fonds. Every week, about 14 members of the product development team, with about half from marketing who fly in from Paris headquarters and the rest from the manufacture (including head of technical development Carole Forestier), gather in the Studio for a full day meeting to discuss any of the 150 to 200 projects that are simultaneously underway at any one time.

The product development process

THE PRODUCT DEVELOPMENT PROCESS OF CARTIER WATCHES 1. 2. 3. 4. 5. CONCEPT PROTOTYPE PRE-SERIES PRODUCTION AND EVALUATION

Each these marathon sessions, dozens of projects are discussed, and they can be at any stage of the development process, starting with new concepts all the way to finalising the strap for an upcoming product. It typically takes 12 to 18 months for a project to get from concept to final product. The level of attention to detail is amazing, absolutely no aspect of a watch is left to chance. Even the style and colour of stitching for the straps are important, so important that there is an entire display case of strap materials and samples in the Studio. Below: Sketches for the Roadster; this is what it looked like before it was finalised

Below: Strap options in terms of construction and lining

A plethora of colour swatches are available, mostly in alligator hide

From a marketing perspective, watch development comprises five essential stages creation, pricing, marketing, production quantity and launch

The product development meetings in the Studio deal with the first step of creation, from concept to final product, while the latter processes are generally the domain of the headquarters in Paris. The genesis of a new product can come from any part of Cartier but it is always thoroughly worked through during the Studio meetings. For instance, according to Hlne Poulit-Duquesne, the Director of Watch Marketing at Cartier, the Calibre de Cartier was developed because Cartier needed a masculine and technical watch to increase its appeal to male clientele. On the other hand, some other ideas have originated from Carole Forestiers prolific notebook sketches.

Sketch for the Santos Triple 100

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Santos Skeleton

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Astrotourbillon

But this process is dynamic; ideas go back and forth between departments and people. As an example, the Astrotourbillon was conceived as a result of a Studio meeting and Carole Forestier was told to create a tourbillon that was different from all the others. Below: The Technical development department

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The brains in Cartier keep track of the industry through the print media, with a rack of the latest magazines, and of course through the internet

Afterward the concept is approved, prototypes and models are created. As a result, the proceedings of these meetings are not only conceptual, but also tangible. There is a lot of metal, plastic and leather in the form of models and mock-ups being passed around. Very often, multiple iterations of products are presented, in different case shape and sizes, or with more minor variances like hands and crown. Below: Various stages of the Santos 100 Skeleton

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And it is not only new products that are evaluated, but also line extensions and custom orders, like a new dial for the bestselling Ballon Bleu or a custom made Santos Mystere. Sometimes, product ideas are turned down, for various reasons. For instance, a recent order for an unusual bespoke Crash watch was declined, because it was too far from what Cartier wants the Crash to be. In fact, there is a department dedicated to create prototypes for evaluation. Fully equipped with the necessary milling and drilling machines, the prototyping section can create practically an entire watch from scratch, even the strap. Resin models

Resin are printed in 3D by this machine

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Subsequently, actual protoypes - cases, movements, the works - are made here.

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TITAN
INTRODUCTION TITAN is the world's fifth largest wrist watch manufacturer and India's leading producer of watches under the Titan, Fastrack, Sonata, Nebula, RAGA, Regalia, Octane & Xylys brand names. It is a joint venture between the Tata Group, and the Tamil Nadu Industrial Development Corporation (TIDCO). Its product portfolio includes watches, accessories and jewellery, in both contemporary and traditional designs. It exports watches to about 32 countries around the world with manufacturing facilities in Hosur, Dehradun, Goa and manufactures precious jewellery under the Tanishq brand name, making it India's only national jewellery brand. It is a subsidiary of the Tata Group. Titan Watch division was started in 1987. At launch it was the third watch company in India after HMT and Allwyn. Titan formed a joint venture with Timex, which lasted until 1998, and set up a distribution network across India. As of 2010, Titan watches account for a 60% share of the total Indian market and are also sold in about 40 countries through marketing subsidiaries based in London, Aden, Dubai and Singapore. Titan watches are sold in India through retail chains controlled by Titan Industries. Titan Industries has claimed to have manufactured the world's slimmest wrist watch Titan Edge. Produced indigenously after four years of research and development, the Titan Edge has a total thickness of 3.5 mm and a movement of 1.15 mm. Apart from the Titan Edge, Titan also offers Steel, Regalia, Raga, Fastrack, Technology, Nebula, Bandhan, Sonata, Octane, special RHosur, Tamil Nadu. Fastrack is a popular brand among youth in India. Fastrack watches come in a variety of styles, shapes and colors. On 4 March 2010, Titan Industries announced the launch of its first Titan flagship store, located at Opposite Shoppers Stop, Bandra Linking Road, Mumbai, India. The store is spread over 2,500 sq ft (230 m2) and houses more than 1500 watches on display from Titan like Purple, Automatics, Orion, Raga, Edge, Nebula, and many more. On November 16, 2011, Titan Industries acquired Swiss watch maker Favre-Leuba for Euro 2 million. HTSE technology In July 2011, Titan launched the HTSE (High Tech Self Energized) collection of watches which run on light. According to Titan, these watches can be charged with as low as 200 lux of light, which makes them chargeable with light even from a candle. In its press release, the company said that "HTSE draws its design inspiration from the most complex self-energising bodies built by mankind space stations, satellites and spaceships. Targeted at the tech-savvy, young urban male, this ultra-modern assortment is truly an epitome of style and technology." These watches are at current available at select outlets in select cities throughout the world.
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Precision Engineering Division Precision Engineering Division of Titan was started in 2002. It has become one of the leading manufacturers of Precision Parts for Automotive and Aerospace Industries. The Diverse Product range includes pointers, dashboard clusters like Fuel Gauge, Temperature Gauge, Gear Shift Indicators, Clocks for Automobiles and any kind of Injection molded Plastic parts, Electromechanical Assemblies for automobiles, all kinds of pressed and turned parts for automobiles. The Tooling Sector of Precision Engineering Division manufactures all kinds of Press Tool, Molds, Jigs, Fixtures for various industries. Titan Automation Solution, a part of Precision Engineering Division is a leading Automation Solution Provider for all kind of industries. They made significant contributions to add value during the product development stages of the low-cost water purifier, Tata swach, developed by Tata Chemicals. The Automation Solution applied its precision engineering capabilities to supply automation solutions for the development of special assembly presses that enabled mass production of Tata swach. Titan Industries a part of the TATA industries is the organization that brought about a paradigm shift in the Indian watch market when it introduced its futuristic quartz technology, complemented by international styling. With India's two most recognized and loved brands. Fastrack Fastrack is Titans third brand , it is trendy and chic. The company has sold100 million watches world over and manufactures 12 million watches every year.With a license for premium fashion watches of global brands, Titan Industries repeated its pioneering act and brought international brands into Indian market. Tommy Hilfiger, Hugo Boss and FCUK as well as the Swiss made watch Xylys owe their presence in Indianmarket to Titan Industries.Entering the largely fragmented Indian jewellery market with no known brands in 1995,Titan Industries launched Tanishq Tanishq is Indias most trusted and fastest growing jewellery brand.Gold Plus, the later addition, focuses on the preferences of semi-urban and rural India.Completing the jewellery portfolio is Zoya, the latest retail chain in the luxury segment.Titan Industries has also made its foray into eyewear, launching Fastrack eyewear andsunglasses, as well as prescription eyewear and now also the introduction of bags , walletsand belts. The organization has leveraged its manufacturing competencies and branched into precision engineering products and machine building.With over 665 retail stores across a carpet area of over 8,10,072 sq. ft. Titan Industries hasIndias largest retail network. The company has over 311 exclusive World of Titan'showrooms and over 650 after-sales-service centers. Titan Industries is also the largest jewellery retailer in India with over 120 Tanishq boutiques and Zoya stores, over 29 GoldPlus stores and over 150 Titan Eye+ stores.
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The company has two exclusive design studios for watches and jewellery. They have recently opened up the exclusive FASTRACK stores all over India and are aiming to open 50 stores by 2010.Backed by 4,934 employees, two exclusive design studios for watches and jewellery, 11 manufacturing units, and innumerable admirers world over, Titan Industries continues to grow and sets new standards for innovation and quality. The organization is all geared to repeat the Titan and Tanishq success story with each new offering. Exclusive World of Titan and Fastrack showrooms and over 12,000 outlets in more than2,554 cities in India make these much-soughtafter watches available to the buyers. The watches are also offered internationally in 30 countries, with a special focus on the Middle East and Asia Pacific regions. The after-sales service, a benchmarked operation with a large network of exclusive service centers spread across the country, is one of the operation units with the fastest turnaround time in the world.

TITAN DESIGN STUDIO (TGD) Titan Industries design studio is where Indias most popular watches and eyewear are conceptualised. The studio is truly a testimonial to the creative and innovative spirit of the company. A blend of young and experienced designers - dynamic and original - from Indias most prestigious fashion and design institutes creates award-winning pieces year after year. The studio boasts of a cross-disciplinary amalgam of some of the most imaginative and innovative designers across the country. The design studio serves as a one-stop shop for the design needs of the brands: Titan, Fastrack, Sonata and Xylys. With design and execution of the Timescapes range of outdoor clocks to its credit, the studio also designs and manufactures trophies for in-house requirements as well as for various clients such as Standard Chartered, Taj Group, the Government of India, among others. These trophies, created under the brand name Titan Trophe are as much joy to present, as they are to receive. The Visual Merchandising team that ensures impeccable implementation of ideas enhances the product design. A robust in-house process, based on special constraints of various creative activities, is in place to manage design projects. Seamless synchronization of cutting-edge technology and appealing designs spells the expertise of the design team. Marketing requirements are translated into attractive accessories with effortless spontaneity. The studio focuses on user-centric designs that bring global trends to the discerning Indian customer. Titan Global Design is a new multi - disciplinary design studio known for its innovative and refreshing approach towards design. It aims to explore design opportunities in the external world & expand its design expertise to newer horizons.

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TITANS (3i) approach involves Immersion, Ideation and Implementation as the three main pillars of the design process. This goes hand in hand with design research which is conducted to spot, interact and analyze trends in social behavior. The passion is to create user centric design. With many prestigious awards to pride it on, the design studio shares the adventurous spirit of Titan Industries and looks into the future with a will to conquer. Titan Global Design is a multidisciplinary design studio known for its innovative and refreshing approach towards design. TGD is part of Titan Industries Limited (a TATA enterprise), which is the largest watch & jewellery design & manufacturing company in India, with a growing international presence. 500 watches are designed each year at the Titan Design Studio.

THE PRODUCT DEVELOPMENT PROCESS OF TITAN WATCHES Infinite possibilities & More is the underlying philosophy that drives the design processes. The aim is to translate insights about user needs into relevant & impactful products that enhance the customers business. The diverse design team enables us to offer Infinite possibilities to arrive at design strategies and holistic design solutions. 1. IMMERSION
Research & Analysis: Titan follows a deep design approach for all its projects. Design research, User observation, Category Understanding and Trend Analysis, strengthens the understanding about consumers and key markets. The Titan CI cell (Collective Intelligence) consisting of designers, technical designers, researchers and anthropologists arrive at key insights that enable us to design solutions that are not only visually rich but functional as well.

2. IDEATION Creation & Refinement: Lateral thinking helps the designers generate uniquely different concepts. Form matches function in a collateral manner creating a strong significance to our design process. Discussions with end users help evaluate the suitability of new ideas and relevant solutions within cost constraints. Sourcing the right materials and the latest in technology is vital to all of their creations.

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3. IMPLEMENTATION Technical Details & Project completion: The project is brought to a meaningful & sustaining conclusion through the delivery of Project details such as Drawings, Material Specifications, Technical details, Project documentation & Final Prototype Co-ordination between vendors, material specialist, the client and designers is ensured so that the project reaches its rational completion.

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Concept sketching 2D rendering 3D modelling Rapid prototype Scale Model Projects are handled in totality from concept to prototype resulting in a perfect combination of design and function. The project management team ensures timely completion of projects. Once the products are completed the test marketing of the product is done. 13 million Titan watches are produced annually.

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REFERENCES
http://cartier.watchprosite.com/show-forumpost/fi-886/pi-4135501/ti-657406/s-0/ http://www.titanglobaldesign.com/we_do.htm http://titanworld.com/in/the-brand/titan-story/

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