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Under new direction by Robert link Hocq and Alain-Dominique Perrin, Les Must de Cartier was born (French for "these Cartiers are a must," or "You must buy them"). It introduced a more wallet-friendly (we're talking $500 for a Tank) version of Cartier link to a wider consumer base. In link addition, it represented the first time the brand produced watches not made of either 18k gold or platinum.

The fact that the annual trade shows encouraged increasingly unrealistic expectations link for innovation and an insatiable demand for novelty thanks to a mandatory 365-day product development cycle was a feature not a link bug. It was an link age of excess such as watchmaking had never seen and a good time was had by all.