Cartier was founded by Louis-François Cartier in Paris in 1847. His sons, Louis, Pierre, and Jacques, expanded the business, opening locations in New York and London during the 20th century. The company’s prominence in the international watch and jewelry scene was affirmed when King Edward VII of England (1841-1910) dubbed Cartier as the “jeweler of kings and the king of jewelers.”
In late 1967, Cartier introduced the iconic "Crash" model at its flagship store on Bond Street in London. One popular story behind its creation involves a Cartier London Vice-President who survived a car crash and fire, during which his Cartier "Baignoire Allongée" watch melted from intense heat, taking on a distorted shape reminiscent of the surreal watches in Salvador Dalí’s 1931 painting The Persistence of Memory (currently housed at the Museum of Modern Art in New York). Some have humorously suggested that placing a Baignoire Allongée near a fire could produce the same effect. However, Cartier’s granddaughter, Francesca Cartier Brickell, offers a more practical explanation (but far less exciting…) : the design originated from Cartier’s idea to pinch the ends of the oval case, transforming it into something entirely new.
Regardless of the true inspiration, the psychedelic “Crash Watch” quickly became a symbol of innovation and style. Sold exclusively through Cartier boutiques, only around twenty original models exist, each bearing a dial signed “Cartier / London.” This watch became one of the most emblematic timepieces produced by the legendary jeweler, a symbol of the vibrant spirit of 1960s London.
In 1991, Cartier released a limited edition of 400 pieces, featuring a smaller yellow gold case. The modern iteration of the watch now includes the word “Paris” at six o'clock, replacing “London,” and incorporates Cartier’s secret signature within the numeral VII, where “Cartier” is delicately engraved in capital letters. The case-back also carries the engraving “Paris.” The deployant buckle, designed for this edition, mirrors the watch's distinctive, warped aesthetic. These watches were exclusively sold at the Cartier boutique in London, with multi-year waitlists. To this day, this remains the largest production of the Cartier Crash model ever released.
In the late 1990s and early 2000s, Cartier introduced diamond-set versions of the Crash. These models featured three rows of pavé diamonds, along with a beaded crown set with a brilliant-cut diamond. This exquisite watch beautifully merges Cartier’s mastery as both a jeweler and a watchmaker.