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Best Stocks for Inflation Hedge Professional Stock Recommendations ✌️【Career Goals】✌️ Free stock data analysis tools to help you select stocks accurately and capture global market trends. Stay ahead with expert market predictions for better investment returns. Prized by collectors and sought after by stars from Jay-Z to Kim Kardashian West, the Cartier Crash has become one of theluxurymarket’s most unlikely hot-ticket watches. Straight out of the swinging ’60s, its dripping shape looks more like one of Salvador Dalí’s Surrealist melting clocks than a celebrity timepiece.
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Few are convinced by this tale — not least Jean-Jacques’s granddaughter Francesca Cartier Brickell, whose account is more straightforward. In her 2019 book “The Cartiers,” she wrote that her grandfather and designer Rupert Emmerson adjusted the already-popular Cartier Maxi Oval model for loyal clients demanding unique, custom-designed watches. They realized a metal case could be made to look “as though it had been in a crash” by “pinching the ends at a point and putting a kink in the middle,” she added.
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“I think the story that has been perpetuated is just so compelling, so wonderful and romantic and crazy,” he said in a video call. “And then the name, the Cartier Crash with the double consonants — it just rings.”
Only a dozen or so watches are thought to have emerged from this first production run. The Crash’s irregular shape made it laborious to make — and Cartier’s signature Roman numerals and sword shaped hands proved difficult to read.
“That first Crash watch caused a lot of headaches,” Brickell quotes her grandfather as saying. “You see, it’s all very well coming up with a good-looking design, but it had to tell the time too! And because the dial was irregular, the numbers weren’t at the standard places.”
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“I don’t think the design did resonate especially back then,” the author said over email, adding that it was “almost too radical for Cartier’s clientele” at the time.
It was nonetheless an important development for the company’s London outpost, which at that time only stocked Cartier watches from France and Switzerland. Jean-Jacques “really did want to push things forward,” Clymer said, adding the Crash helped establish the British branch’s reputation for design.
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In 2021,one dating to 1970fetched over 806,000 Swiss Francs ($908,000) at Sotheby’s in Geneva, setting a record for the model. Less than a year later, an exceptionally rare 1967 original smashed the record again when it sold forover $1.65 millionvia the online watch auction site Loupe This.
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In 2018, Cartier then made two new limited-edition Crashes available via its New Bond Street store in 2018 — one with an 18-carat yellow gold case and the other made from white gold and encrusted with diamonds. They were moderately priced at 27,000 euros ($30,000) and 65,000 euros ($72,000), respectively, though Heap said they were mostly reserved for Cartier’s “top-tier clients.”
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Best Stocks for Inflation Hedge Professional Stock Recommendations ✌️【Career Goals】✌️ Free stock market analysis and data updates to help you select the best investment portfolio. Achieve steady growth and avoid losses with expert predictions and real-time market insights. The turning point, he said, came in 2018 when Kanye West was seen wearing one on David Letterman’s Netflix special. “I’ll give credit where credit’s due,” Clymer said. “I think it was Kanye West wearing a crash that really put it back on the map.”
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Heap welcomed the development as an antidote to the “big, ostentatious diamond-set pieces” normally seen on celebrity wrists. “It’s almost like a dress watch style, with a leather strap and a small-sized case,” he added. “I think that’s very cool.”
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How much, if at all, Jean-Jacques Cartier and Emmerson were influenced by Dalí’s 1931 painting “The Persistence of Memory” — the iconic image of clocks appearing to melt in a sparse landscape — may be lost to history. Regardless, Clymer believes the connection between horology and culture at large reflects luxury watches’ growing role in mainstream consciousness.
“All important wristwatches are receiving so much more attention now than even three years ago, pre-Covid” he said, adding: “So, when there is something going on (in broader culture), like a revived interest in Surrealism, it’s much easier for people to make the connection between that and a Cartier Crash.”
For Heap, the Crash’s appeal among collectors may also be due to its “imperfect and very organic” shape — one that would be near-impossible to mass produce.
“It looks almost like it’s liquid or fluid. When you pick one up, it feels like it’s going to move or wobble,” he added: “As opposed to a lot of pieces nowadays… you can tell it was made by a person. There’s a human element to it.”
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