Newest Luxury Brand-Museum Partnership Follows Previous Louis Vuitton Exhibition in Hong Kong
CCTV’s English-language bureau reports on Cartier‘s new exhibition at the Forbidden City in Beijing, organized to display a wide range of the luxury brand’s antique jewelry and watches. This partnership follows the success of the Louis Vuitton “Passion for Creation” exhibition, held at the Hong Kong Museum of Art earlier this year.
As CCTV writes, the exhibition is designed to showcase Cartier’s interest in faster expansion in the Chinese market. Within the next four years, Cartier executives have indicated that they intend to double the number of free-standing locations in China. In that same time frame, Cartier believes China will become its largest single market.
[At the Forbidden City, Cartier] is showcasing a large collection featuring antique jewelry and watches, hoping it can capture the imagination of Chinese luxury product consumers. The firm currently has 32 boutiques in 18 cities in the Chinese mainland, making it Cartier’s second largest market after Japan. For the Beijing exhibition, the luxury brand brought more than 350 pieces of jewellery, some dating back to the 1840’s.