Breaking News: Cartier’s NSO – Or “New Special Order” – Watch Program Is Over, At Least As We Know It
The change in the NSO program may reflect a move towards something similar to Vacheron Constantin’s Les Cabinotiers program — explicitly marketed as a “department dedicated to one-of-a-kind models.” When Ferla stepped in as CEO at Vacheron, Les Cabinotiers operated similarly to NSO at Cartier. He shaped the VC program into what it is today, focusing on artistry, technical expertise, and innovation more so than thanking collectors with dial colors. Ferla, who took over as Cartier CEO in September of last year, appears to be implementing the same playbook with Cartier’s NSO program. And to us, as lovers of the brand that is Cartier, that is very, very welcome.
Practically speaking, existing, accepted orders within the NSO program will be honored and delivered, but in order to work directly with one of the world’s best brands to create a singular product, the bar has been raised much higher.
Cartier jumped into the position as the second largest maker of Swiss watches by sales in 2020, according to analyst estimates. The brand’s popularity and demand for its timepieces surged as it focused on new iterations of its stable of iconic models including the Cartier Tank and Santos.
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*Lead image courtesy of Hairspring.
