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   How Cartier Became the Defining Watchmaker of the 2020s
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   Over the past decade, the Parisian jeweler has reemerged as one of the most desirable and profitable watch brands on the planet. Here, Cartier exec Arnaud Carrez explains exactly how that happened.
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                    <strong>
                     How Cartier Became the Defining Watchmaker of the 2020s
                    </strong>
                   </p>
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                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     As far as I’m concerned, Cartier is the most fascinating watch brand of the 2020s. Over the course of the decade, the Parisian jeweler has become the second-biggest watch manufacturer by revenue in Switzerland,
                     <a style="text-decoration: underline; color: #000000;">
                      according to Morgan Stanley’s annual industry report
                     </a>
                     . The brand has been referred to
                     <a style="text-decoration: underline; color: #000000;">
                      as Gen Z’s Rolex
                     </a>
                     , a crown I believe fits well. And it continues to have the same iron-clad grip on celebrities—
                     <a style="text-decoration: underline; color: #000000;">
                      including VVVVVVVIPs like Taylor Swift
                     </a>
                     —that it’s held
                     <a style="text-decoration: underline; color: #000000;">
                      throughout its history
                     </a>
                     .
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     But what I find most compelling is what Cartier’s rise signals about the state of the industry. As collectors both new and seasoned began to pivot their interests from high-powered sport watches to more design-centric pieces, Cartier was ready and waiting for them with the most interesting catalog of weirdo-shaped tickers in existence. It’s a shift that the house’s chief marketing officer, Arnaud Carrez, saw coming in the middle of the last decade.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     Last week, at Watches and Wonders in Geneva, I sat down with Carrez to discuss how the brand lost its way in the early 2010s, found its footing again, and became the most powerful watchmaker in Switzerland outside of Rolex.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     <strong>
                      <em>
                       B+P:
                      </em>
                     </strong>
                     <strong>
                      What’s your favorite of the new releases?
                     </strong>
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     <em>
                      Carrez
                     </em>
                     <strong>
                      :
                     </strong>
                     I think the Santos Dumont with the gold bracelet and the ghost dial.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     <strong>
                      People have been going crazy for that one.
                     </strong>
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     I have a lot of good memories associated with the Santos, from when we relaunched the collection at an event in 2018. The year before that, we relaunched the Panthère watch in LA.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     2017 was pretty much the restart of Cartier watches. About 10 years ago, there was a bit of a downturn for watches. Cartier watches were a bit challenged, and we had to work on the identity and watchmaking. That’s when we started to define Cartier as the watchmaker of shapes—the king of elegant, refined watches. And the Panthère watch was the Trojan Horse of this message, because it’s both a watch and a piece of jewelry. So it symbolized everything we wanted to convey in terms of all the differences in the watch market.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     <strong>
                      How did that identity get lost?
                     </strong>
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     I think in the previous years, we explored too many ideas that were not consistent with our image. For example, we put a lot of focus in the 2010s on developing sport watches. We put a lot of focus on complicated watches, but sometimes with no Cartier signature.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     We invested a lot on men’s sport and complicated watches and we lost a bit of ground with women. There was a need to rebalance efforts to clarify the so-called playground for Cartier watchmaking. And that’s when we said Cartier is the watchmaker of shapes.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     We have multiple territories of expression, but at the same time, there are some things we don’t want to do. Sport is not part of our territories of expression. We don’t have sport watches, and that’s fine. And when it comes to complications, everything should start with the design, and the techniques should serve the design. That means we don’t take movements and design watches around the movement. We design beautiful objects and everything has to be done to design and develop movements that fit under the case.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     <strong>
                      Like the
                      <a rel="noopener" style="text-decoration: underline; color: #000000;" target="_blank">
                       new Crash
                      </a>
                      .
                     </strong>
                    </span>
                   </p>
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                <td class="pad" style="padding-top:5px;padding-bottom:30px;padding-left:30px;padding-right:10px">
                 <div style="color:#000;direction:ltr;font-family:'Courier New',Courier,'Lucida Sans Typewriter','Lucida Typewriter',monospace;font-size:12px;font-weight:700;letter-spacing:-1px;line-height:.9;text-align:right;mso-line-height-alt:11px">
                 </div>
                </td>
               </tr>
              </table>
              <table border="0" cellpadding="0" cellspacing="0" class="text_block block-8" role="presentation" style="mso-table-lspace:0;mso-table-rspace:0;word-break:break-word" width="100%">
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                <td class="pad" style="padding-bottom:15px;padding-left:25px;padding-right:25px">
                 <div style="font-family:Arial,sans-serif">
                  <div class="" style="font-family:'Helvetica Neue',Helvetica,Arial,sans-serif;font-size:12px;mso-line-height-alt:18px;color:#000;line-height:1.5">
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     Exactly. So it’s really making sure that design is the entry point, and the techniques have to serve the design. We also did a lot of work to improve quality, and today at Cartier we have one of the lowest return rates on watches. Because even though design is our number-one priority, there should be no compromise when it comes to quality.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     <strong>
                      It’s interesting you specifically cite a decade ago. That’s when the Privé program started to go back into the archives to reissue older models, rather than following the big sport-watch trend of the 2010s.
                     </strong>
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     Cartier Privé was quite unexpected when we started 10 years ago to explore emblematic shapes. We did it at a time when we didn’t have the momentum we have today. But recently, we’ve seen an increasing momentum and desirability around Cartier watches. Today, prices for Cartier Privé watches on the vintage market are absolutely crazy, which is not our intention, but it’s the result of this increased desirability. And it’s a fine line to walk because we could do many more pieces, but that’s not our intent. We don’t want to frustrate too many people, but at the same time, we want to manage these Cartier Privé creations [and keep them feeling special].
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     <strong>
                      Do you think that Cartier benefits from the vintage market being in this heightened state now?
                     </strong>
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     I don’t know if it helps. I’d say it is the result of the current momentum, and it’s one among other elements or indicators that we monitor. But the retention value is interesting to see. And we’ve seen over the last years an increased value on Cartier vintage, whereas in the past only very select collections were aspirational on the vintage market. Now we see a growing appetite for many watches.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     <strong>
                      You’re not ending Privé, right? Because I saw people speculating…
                     </strong>
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     We like when people speculate. No, we are not. This year is a bit of a special year, because it’s [the program’s 10th anniversary], and that’s why instead of doing a single signature shape, we did a big collection. But we usually say at Cartier that we shouldn’t change what works. There’s always this fantasy to reinvent, and sometimes people get bored internally more than they do externally.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     <strong>
                      You mentioned not messing with what’s working. Why did you
                     </strong>
                     <a style="text-decoration: underline; color: #000000;">
                      <strong>
                       decide to end
                      </strong>
                     </a>
                     <strong>
                      the NSO—New Special Order—program?
                     </strong>
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     It didn’t come to an end. We are still doing special orders, but we have adjusted the approach. So we are more exclusive now. We want to elevate the approach, proposing more exceptional creations rather than just simple dial executions.
                    </span>
                   </p>
                  </div>
                 </div>
                </td>
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                 <div style="max-width:510px">
                  <a target="_blank">
                   <img alt="Courtesy of the Field Museum" height="auto" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Ffss%252Ffbht11%252Fe5694deb-c665-4b7d-98b5-3848aabe656b%252FCartier-Santos-Dumont-2.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCIsInRpbWUiOjE3NzcwMzI0MzguNjE2MjAxNn0:1wGFJW:DJf5gIIvrl-6Tn2hdWxxmJTss1Mg6XP27AWcdFRvCJc" style="display:block;height:auto;border:0;width:100%" title="Courtesy of the Field Museum" width="510"/>
                  </a>
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                </td>
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              <table border="0" cellpadding="0" cellspacing="0" class="paragraph_block block-10" role="presentation" style="mso-table-lspace:0;mso-table-rspace:0;word-break:break-word" width="100%">
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              <table border="0" cellpadding="0" cellspacing="0" class="text_block block-11" role="presentation" style="mso-table-lspace:0;mso-table-rspace:0;word-break:break-word" width="100%">
               <tr>
                <td class="pad" style="padding-bottom:15px;padding-left:25px;padding-right:25px">
                 <div style="font-family:Arial,sans-serif">
                  <div class="" style="font-family:'Helvetica Neue',Helvetica,Arial,sans-serif;font-size:12px;mso-line-height-alt:18px;color:#000;line-height:1.5">
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     <strong>
                      I don’t think any watch brand has had a bigger decade than Cartier. What do you attribute that success to?
                     </strong>
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     It’s being crystal clear about who we are, and who we are not, as a maison. It’s being clear when it comes to watchmaking: What is our position? What do we bring? What do we do that’s different from others in the watch market? And that’s the whole messaging strategy that we have developed. Again, as we said, it’s being very consistent in everything we do, and putting a lot of emphasis on balancing efforts between our iconic collections on one side, and on the other side, continuing to push the boundaries of creativity and craftsmanship. So it’s not only about reinventing and nurturing iconic collections, but it’s also about proposing new shapes and new designs, like the Myst.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     <strong>
                      Why do you think your approach is
                     </strong>
                     <a style="text-decoration: underline; color: #000000;">
                      <strong>
                       working so well with Gen Z
                      </strong>
                     </a>
                     <strong>
                      ?
                     </strong>
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     Because we are not developing products for them. The beauty of a Santos, of a Panthère, and of a Tank is that it caters to all generations, all countries. Our iconic collections are universal and multi-generational.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     We’ve revamped our communication to make it more relevant, more contemporary. Ten years ago, it was considered a bit cold and intimidating. We’ve made a tremendous shift in terms of the maison’s perception, being more in tune with the time.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     <strong>
                      You’ve mentioned Cartier being the King of Shapes, but it’s also known as the Jeweler of Kings. The brand’s watches have been worn by royalty like Princess Diana to icons like Andy Warhol and Taylor Swift. What role does celebrity play for modern Cartier?
                     </strong>
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     I think the real kings and queens are our clients, because today we are nothing if we don’t have clients.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     <strong>
                      Who wrote that line for you?
                     </strong>
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     I do think celebrities play an important role in the sense that they bring this emotion and bond that brings Cartier in tune with its time. But at the same time, we are very careful about having them engage with us in an authentic and relevant manner. We are not here to promote celebrities. They can do that very well without us.
                    </span>
                   </p>
                  </div>
                 </div>
                </td>
               </tr>
              </table>
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                    <span style="word-break: break-word;">
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                 </table>
                </td>
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              </table>
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                   <p style="margin:0;font-size:18px;text-align:center;mso-line-height-alt:30px">
                    <span style="word-break: break-word; font-size: 20px;">
                     <strong>
                      The Ticker
                     </strong>
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;text-align:center;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     🧊
                     <a rel="noopener" style="text-decoration: underline; color: #000000;" target="_blank">
                      Vintage dealer Eric Wind
                     </a>
                     is bringing
                     <strong>
                      the
                      <em>
                      </em>
                      gem-set Rolex GMT-Master II that Drake wore on the cover of
                      <em>
                       Take Care
                      </em>
                     </strong>
                     —indisputably the best piece in the rapper’s catalog—to market. While versions of the watch
                     <em>
                      not
                     </em>
                     baptized by the 6 God typically sell for around $100,000, the provenance of the piece means Wind is listing it at $500,000. For that price, you also get the gold owl statue featured on the cover as well two OVO varsity jackets.
                    </span>
                   </p>
                  </div>
                 </div>
                </td>
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                  <a target="_blank">
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                  </a>
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                <td class="pad" style="padding-bottom:15px;padding-left:25px;padding-right:25px">
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                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     The watch is typical off-catalog Rolex: one of the Crown’s iconic sport watches remade in precious metal and covered in diamonds. This one also has the OVO owl logo engraved on the caseback. Drake has proven over the years that he’s a very serious appreciator of watches, so this doesn’t just represent a moment in hip-hop history with Drake’s breakout album, but the beginnings of a passionate collector.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     “We have had two offers a bit below the ask, currently contemplating,” Wind tells me over text. “We have also had a number of conversations with people about it who have been interested and not yet extended offers.”
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     For the record, Wind says his favorite Drake song is “Forever.” “The song of my youth,” he says.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:27px">
                    <br/>
                    <span style="word-break: break-word; font-size: 18px;">
                     🚚 I really want you to see this
                     <strong>
                      insane
                      <a style="text-decoration: underline; color: #000000;">
                       Louis Vuitton table clock shaped like an old-fashioned car
                      </a>
                     </strong>
                     , with a clock where the engine would be. I am a passionate member of the Committee to Put Clocks Everywhere.
                    </span>
                   </p>
                  </div>
                 </div>
                </td>
               </tr>
              </table>
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                  <a target="_blank">
                   <img alt="The Arnold &amp; Son Luna Magna Platinum. " height="auto" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Ffss%252Ffbht11%252F65da8592-8a1d-4f90-bb7f-f5fc079954ff%252FMING%252BPolymesh%252BStraight_01.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCIsInRpbWUiOjE3NzcwMzI0MzguNjE2NDg4N30:1wGFJW:Qwjd9aXPNJPRL0Gm2N1ttWMngUTjHVcv5nu91d9f3ro" style="display:block;height:auto;border:0;width:100%" title="The Arnold &amp; Son Luna Magna Platinum. " width="510"/>
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                <td class="pad" style="padding-bottom:15px;padding-left:25px;padding-right:25px">
                 <div style="font-family:Arial,sans-serif">
                  <div class="" style="font-family:'Helvetica Neue',Helvetica,Arial,sans-serif;font-size:12px;mso-line-height-alt:18px;color:#000;line-height:1.5">
                   <p style="margin:0;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     ⛓️
                     <strong>
                      Ming
                      <a style="text-decoration: underline; color: #000000;">
                       released a new version
                      </a>
                      of its out-of-this-world “polymesh” bracelet
                     </strong>
                     . I got to play around with it last week in Geneva, and it’s as cool as everyone says it is. The 3D-printed mesh can be twisted and folded over on itself and the material is soft and comfortable. The new release comes with a straight spring bar, meaning that it can be put on a much wider variety of watches. The bracelet costs 1,500 Swiss francs (roughly $1,906).
                    </span>
                   </p>
                  </div>
                 </div>
                </td>
               </tr>
              </table>
              <table border="0" cellpadding="0" cellspacing="0" class="image_block block-20" role="presentation" style="mso-table-lspace:0;mso-table-rspace:0" width="100%">
               <tr>
                <td align="center" class="pad" style="width:100%;padding-top:20px;padding-left:25px;padding-right:25px">
                 <div style="max-width:510px">
                  <a target="_blank">
                   <img alt="The Arnold &amp; Son Luna Magna Platinum. " height="auto" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Ffss%252Ffbht11%252Fdc1d51f0-b804-4514-86a8-4991548c3b3d%252FScreenshot%252B2026-04-23%252Bat%252B4.56.24%25E2%2580%25AFPM.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCIsInRpbWUiOjE3NzcwMzI0MzguNjE2NjI0fQ:1wGFJW:jyo45sfU65dUFY5Jic_l-dGDtXPkqkh3O15A6AYAf3I" style="display:block;height:auto;border:0;width:100%" title="The Arnold &amp; Son Luna Magna Platinum. " width="510"/>
                  </a>
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              <table border="0" cellpadding="0" cellspacing="0" class="paragraph_block block-21" role="presentation" style="mso-table-lspace:0;mso-table-rspace:0;word-break:break-word" width="100%">
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                <td class="pad" style="padding-top:5px;padding-bottom:30px;padding-left:30px;padding-right:30px">
                 <div style="color:#000;direction:ltr;font-family:'Courier New',Courier,'Lucida Sans Typewriter','Lucida Typewriter',monospace;font-size:13px;font-weight:700;letter-spacing:-1px;line-height:.9;text-align:right;mso-line-height-alt:12px">
                  <p style="margin:0">
                   Simon Brette's new
                   <a style="text-decoration: underline; color: #000000;">
                    “Cobra” bracelet
                   </a>
                   ,
                  </p>
                 </div>
                </td>
               </tr>
              </table>
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                   <p style="margin:0;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     🐍
                     <strong>
                      Bracelets are really having a moment right now
                     </strong>
                     . Simon Brette just unveiled his
                     <a style="text-decoration: underline; color: #000000;">
                      “Cobra” bracelet
                     </a>
                     , a sleek, scaly option that gives his precious watches some bite. Meanwhile, at
                     <a style="text-decoration: underline; color: #000000;">
                      Watches and Wonders
                     </a>
                     , Zenith, Cartier, and Tudor introduced slinky new bracelets.
                     <a style="text-decoration: underline; color: #000000;">
                      Universal Genève’s relaunch
                     </a>
                     leaned hard into its brick bracelet design. Meanwhile, Berneron is also working on a bracelet option for his Mirage.
                    </span>
                   </p>
                  </div>
                 </div>
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                   <img alt="The Arnold &amp; Son Luna Magna Platinum. " height="auto" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.sailthru.com%252Ffss%252Ffbht11%252F93e03b96-f61c-4fc5-87b1-9b103a722780%252FTODD%252BX%252BTIMEX%252B1976%252BLEXINGTON%252B2.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5zYWlsdCIsInRpbWUiOjE3NzcwMzI0MzguNjE2NzMxMn0:1wGFJW:2sfONrdMfkJ7cXi_tU-7qF7y5I0XA_kL5_prHV2mvUo" style="display:block;height:auto;border:0;width:100%" title="The Arnold &amp; Son Luna Magna Platinum. " width="510"/>
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                 <div style="font-family:Arial,sans-serif">
                  <div class="" style="font-family:'Helvetica Neue',Helvetica,Arial,sans-serif;font-size:12px;mso-line-height-alt:18px;color:#000;line-height:1.5">
                   <p style="margin:0;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     🔥Sign-ups
                     <a style="text-decoration: underline; color: #000000;">
                      for
                      <strong>
                       Timex and Todd Snyder’s $170 Tank dupe
                      </strong>
                     </a>
                     are now live. I’ve
                     <a style="text-decoration: underline; color: #000000;">
                      been waiting on this for months
                     </a>
                     now.
                    </span>
                   </p>
                   <p style="margin:0;font-size:18px;mso-line-height-alt:18px">
                   </p>
                   <p style="margin:0;mso-line-height-alt:27px">
                    <span style="word-break: break-word; font-size: 18px;">
                     🏓
                     <a style="text-decoration: underline; color: #000000;">
                      The most surprising news of the week might be that
                      <strong>
                       Timothée Chalamet now owns equity in indie brand Urban Jürgensen
                      </strong>
                     </a>
                     . Timmy has been wearing UJ, among other small watchmakers, for months now, but he’s clearly interested in going deeper with the hobby. I’m most intrigued by the news that he’s going to serve as a creative advisor to UJ. I saw a lot of people reposting the
                     <a style="text-decoration: underline; color: #000000;">
                      Kanye West interview
                     </a>
                     where he responds to Lady Gaga getting a creative director gig at Polaroid:
                     <em>
                      What the f*** does she know about cameras?
                     </em>
                     I don’t think it’s a great one-for-one comp, since I hardly think Chalamet will be running the show over there. If anything, I think it says more about the actor’s genuine interest in watches than UJ's willingness to hand over the keys to its new partner.
                    </span>
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                      <em>
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                         Read and share this post on the web.
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                      <img alt="Image may contain: Wristwatch, Arm, Body Part, and Person" height="auto" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.gq.com%252Fphotos%252F69e7bf20cfa160c30f170a14%252F16%253A9%252Fw_800%252FHamilton_Khaki%2520Field%2520Mechanical%252036mm_H69399930_Lifestyle%25201.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5ncS5jbyIsInRpbWUiOjE3NzcwMzI0MzguNjE3MDYzOH0:1wGFJW:mKF-LVBP5fVcsGxwbkkhUUzLO9z2kKY5hTHr9wm0Hd8" style="display:block;height:auto;border:0;width:100%" title="Image may contain: Wristwatch, Arm, Body Part, and Person" width="198.333"/>
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                          Hamilton’s Beloved Starter Watch Looks Better Than Ever
                         </a>
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                       <span style="word-break: break-word; color: #737373; font-size: 14px;">
                        Based on an obscure military model from the 1970s, the new Khaki Field Mechanical features excellent proportions and a hand-wound movement.
                       </span>
                      </p>
                     </div>
                    </div>
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                        For months, the actor has been spotted in Urban Jürgensen timepieces. Now, he’s joining the historic watchmaker as a partner and creative advisor.
                       </span>
                      </p>
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                      <img alt="a collage of 4 different cartier watches with different colors " height="auto" src="https://inboxflows.com/_/image/https%253A%252F%252Fmedia.gq.com%252Fphotos%252F60882b84b209cdc48810350a%252F16%253A9%252Fw_800%252Fcartier.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtZWRpYS5ncS5jbyIsInRpbWUiOjE3NzcwMzI0MzguNjE3Mjh9:1wGFJW:bfdWuiNgAy3FiMm5qT6IimDXm99JpIMzag4XlbTJbx8" style="display:block;height:auto;border:0;width:100%" title="a collage of 4 different cartier watches with different colors " width="198.333"/>
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