[citation needed] Cartier operates more than 200 stores in 125 countries, with three Temples (Historical Maisons) in Paris, London, and New York City.

[18][19][20] During that time, Louis Cartier also pioneered the use of platinum in jewelry, a breakthrough innovation that enabled more intricate and delicate settings.

The strength of platinum allowed for nearly invisible settings, putting the spotlight on diamonds and gemstones, and giving Cartier's creations a distinct elegance that redefined modern jewelry design.

[21][22] In 1904, Brazilian pioneer aviator, Alberto Santos-Dumont complained to his friend Louis Cartier of the unreliability and impracticality of using pocket watches while flying.

Pierre Cartier established a New York City branch in 1909, moving in 1917 to 653 Fifth Avenue, the Neo-Renaissance mansion of Morton Freeman Plant (son of railroad tycoon Henry B.

It was also during this period that Cartier began adding its own reference numbers its watches by stamping a four-digit code on the underside of a lug.

In 1986, the French Ministry for Culture appointed Perrin head of the "Mission sur le mécénat d'entreprise" (a commission to study business patronage of the arts).

In 1993, the "Vendôme Luxury Group" was formed as an umbrella company to combine Cartier, Dunhill, Montblanc, Piaget, Baume & Mercier, Karl Lagerfeld, Chloé, Sulka, Hackett, and Seeger.

In 1996, the Lausanne Hermitage Foundation in Switzerland exhibited "Splendours of the Jewellery", presenting a hundred and fifty years of products by Cartier.

[38][39] In December 2018, World Wide Fund for Nature (WWF) released a report assigning environmental ratings to 15 major watch manufacturers and jewelers in Switzerland.

The Duke of Windsor commissioned jewelry for Wallis Simpson, including a "Flamingo" brooch, a "Draperie" necklace, and a three-dimensional "panther".

The Duchess of Cambridge wore a Cartier tiara from 1936 on her wedding day, which was originally commissioned by King George VI for his wife and later gifted to Elizabeth on her 18th birthday.

[71][72] Pierre Cartier sold the "Hope" blue diamond to an American customer, Evalyn Walsh McLean, and counted actress Ève Lavallière and socialite Doris Duke among his clients.

Liz Taylor, who wrote My Love Affair With Jewelry about her collection, regularly received gifts from Richard Burton and Mike Todd.

Other celebrities like Gloria Swanson and Maria Felix were also loyal clients,[68][73] along with Brigitte Bardot and Yves Montand who gave gifts from Cartier.

In the 1988 film Wall Street, Michael Douglas, a symbol of the yuppie style, proudly wore a gold "Santos" watch.

[74][75] In cinema, the "Love" bracelet adorned Elizabeth Taylor's wrist in 1972 in Ash Wednesday, and Sharon Stone wore it in the 1998 film Sphere.