From SwissWatchExpo…
Spotlight on: the new Cartier Tank Must. A 1970s favorite returns.
In recent years, we have seen Cartier bring new life to their most iconic models.
Beginning with the revamp of the Cartier Santos in 2018,
the French maison has also successfully updated the Panthère (panther) and Pasha models.
The new editions have reminded watch lovers of what Cartier is famous for – proportion,
shape, and timeless design.
The latest in their string of revivals is the Cartier Tank Must.
A pillar of the brand’s success in the 1970s, it makes a comeback in delicious new colors.
Here’s what you need to know about the new Cartier Tank Must.
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Almost every watch brand has a story of how they made it through the “Quartz Crisis.”
When Japanese companies like Seiko and Citizen began making quartz-powered timepieces,
which offered unparalleled accuracy at a fraction of the price,
it spelled difficulty for makers of mechanical watches.
Much like other brands, Cartier had to change course. Under a new direction,
the Les Must de Cartier line, which is French for "these Cartiers are a must" was born.
This collection made the Tank more wallet-friendly and appealing to a wider consumer base.
It also marked the first time the brand produced timepieces that are not in 18k gold or platinum.
The earliest Tank Musts came in the classic shape of the Tank Louis, the emblematic Tank design.
Aside from being made of steel, what sets them apart are their colorful yet minimalist dials.
Moreover, the only elements present were just the hands,
the Must de Cartier print, and an emblem at the bottom with overlapping Cs.
It’s important to note that the Must de Cartier line was not just composed of watches.
It included bags, lighters, and pens – and was
instrumental in making Cartier known globally on a more massive scale.
In 2021, Cartier revived the 1980s favorite
with quartz-powered, monochromatic, and colorful variations of the classic Tank.
These pieces pay direct homage to similar neat and
sophisticated Must de Cartier watches from four decades ago.
The Tank Must has zero frills – only the classic Tank Louis silhouette in steel
and matching steel hands form its backbone.
Dials come in rich lacquered colors popular in the late 1970s and early '80s:
deep red, navy, and emerald green with matching alligator straps.
In 2022, Cartier added a black dial and strap combo to the collection.
Therefore, all the colors work just as well during the day as they do at night,
giving a bang for your buck in terms of sheer wearability.
The dials became more minimal than ever. The double C
icon and the Must De Cartier text is now gone.
They just have the Cartier logo and hour and minute hands. Adding a stunning pop
of color is the blue sapphire cabochon crown, which is a Cartier signature.
Boasting an androgynous appeal, the Tank Must have sizes that are labeled small,
large, and extra-large instead of ladies’ or men’s.
The 2022 Tank Musts carry the Large distinction,
measuring about 33 by 25 millimeters – a friendly size for many wrists.
Inside, they run on high autonomy movements with a battery life of up to 8 years.
The Cartier Tank Must shows the brand’s mastery of timeless design while delivering
vibrant energy. Explore our wide selection of Cartier Tank Must models at SwissWatchExpo.com.
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