Cartier The Newest 'Must' From Paris

The Newest 'Must' from Paris

In the early 1970s, Cartier used the phrase 'Les Must de Cartier" to describe the essential products from its collection — the "must haves," if you will. Later, it used this pithy phrase in spinning of a new line containing entry-level versions of its iconic watches, accessories, and more. Revived in 2021, the Must collection affords clients a doorway into the world of Cartier without breaking the bank — and quickly turns many of them into lifelong fans of the brand.

This intriguing ad from 1977 shows a crop of beautiful, colored lacquer dial Must de Cartier Tanks in lapis blue, coral red, ivory, tortoise brown, and onyx black. Despite their gold-plated (rather than solid gold) cases, these special watches provided unique configurations of the Tank not available in the classic Louis. Today, following the revival of the Must line, this ad serves as a reminder that the business decision to provide a more affordable entry point into Cartier was a good one — and one that many young Cartier buyers have been grateful for.

This ad is custom framed in a 13 5/8" x 16 3/4” natural wood frame with a red veneer finish. It features a custom-measured, hand-cut 4-ply matte in cream, complimenting all the ad tones. Every material used is acid-free and the glass is anti-reflective and offers UV-protection to keep this precious ad preserved no matter where you decide to hang it up. Speaking of which, hanging your newly purchased ad is a seamless task, as this particular frame comes with an additional hanging wire and felt pads for wall protection.

With its spectacular colors and beautiful coral red frame and matte, this sumptuous ad is ready to adorn a special space...preferably a walk-in closet with an excellent collection of Cartier timepieces and jewelry!

About our collaboration with Ad Patina

We're thrilled to be collaborating once again with our longtime friend Nick at Ad Patina to bring you a selection of the most-popular and hard to find original vintage magazine advertisements curated specifically for Analog:Shift!

Scouring the world for forgotten marketing treasures, Ad Patina's raison de être very much mimics our own - to hunt down these wonderful bits of history, preserve and restore them as needed, and share them with an enthusiastic community.

These documents of horological and advertising history have entered the collecting conversation as the ultimate accompanying accessory to go along with hobbies and passions. They have found themselves framed in homes and offices around the world.

Every one of these wonderful pieces is a genuine, vintage advertisement that has been professionally framed to ensure years of enjoyment to come - no reprints or reproductions here!

Much like a traditional piece of art - a painting or photograph - an original advertisement can be appreciated for its design as well as for its power to evoke nostalgia. Something vintage enthusiasts know all about!

Our Pledge

Analog:Shift stands behind the authenticity of our products in perpetuity.

Condition

Since our pieces are vintage or pre-owned, please expect wear & patina from usage and age. Please read each item description and examine all product images.

Warranty

We back each Analog:Shift vintage timepiece with a one-year mechanical warranty from the date of purchase.

International Buyers

Please contact us prior to purchase for additional details on shipping and payment options.

All of our watches include complementary insured shipping within the 50 states.

Most of our products are on hand and will ship directly from our headquarters in New York City. In some cases, watches will be shipped directly from one of our authorized partners.

We generally ship our products via FedEx, fully insured, within 5 business days of purchase. An adult signature is required for receipt of all packages for insurance purposes. Expedited shipping is available at an additional cost. We are also happy to hand deliver your purchase in Manhattan or you may pick it up at our showroom.

Returns must be sent overnight or by priority international delivery, fully insured and paid for by the customer. A restocking fee may apply. Watches must be returned in the same condition as initially shipped.

We welcome international buyers, please contact us prior to purchase for additional details on shipping and payment options.