Cartier
Cartier Tank: A Revolution for Our Times
The Tank, like many of Cartier’s most iconic shapes, was born at the dawn of a new era in watchmaking: the advent of the wristwatch. Of course, wristwatches have been around for a long time in various guises — there’s even an account from 1571 of Queen Elizabeth I being gifted an “arm watch.” And while one-off historical examples such as this exist, they all exist as outliers in a time where the pocket watch reigned supreme. As the nineteenth century ticked over to the twentieth, that all started to change. The reason for this broader societal shift was, of course, war. Modern conflicts were increasingly mechanized and large scale. In this context, timing mattered more than ever, and a watch worn on the wrist was found to be far more effective. Of course, the practicality and utility of a wristwatch wasn’t limited to the battlefront, and, as soldiers returned to civilian life, the habit and convenience of wearing a timepeice on the wrist came too, and in numbers great enough to disrupt the already troubled hegemony of the pocket watch.
At the forefront of modern design
The design of the Tank dates back to 1917 — though it wasn’t sold commercially until 1919. As the name suggests, Louis Cartier’s design was inspired by the war machine which dominated French battlefields at the time, specifically the compact French tank, the Renault FT. Cartier’s design looks like a bird’s eye view of these new vehicles, with the central case and dial resembling the body and cockpit, and the strong, elongated brancards bearing a remarkable resemblance to the distinctive tank tracks.
A Cartier Tank from 1962 was also a staple on the wrist of that leading figure of American political royalty, Jacqueline Kennedy Onassis. It’s a design that pairs perfectly with Jackie O’s casual classic, WASP-y style. The watch was gifted to her by her brother-in-law Prince Stanislaw Radziwill, and was auctioned by Christie’s New York in 2017 with a realized price of USD 379,500. In an interesting postscript for this historically significant Cartier, the buyer was reportedly Kim Kardashian, who owns a number of significant Cartier pieces. From the design of Louis Cartier to the wrist of Jacqueline Kennedy Onassis and most recently Kim Kardashian, it is quite a journey and a real testament to the timeless appeal of this classic rectangular watch.
Cartier and the cultural shift
The Tank experienced something of a moment in the 1970s. The decade was one of great social, political and cultural upheaval, and these changes were felt across all strata of society. In fashion, the ’70s was an era of changing gender expression in clothing or indeed doing away with gender altogether. Pierre Cardin, Paco Rabanne and others traveled to the future for inspiration and came back with a vision of clothing that eschewed traditional gender norms in favor of bold new forms. Halston and Yves Saint Laurent, on the other hand, were busy subverting gender norms in other ways — creating garments traditionally coded as menswear for women, as evidenced in the Le Smoking tuxedo and the Ultrasuede shirtdress. Meanwhile, men embraced feminine drape and flow like never before. From Diane Keaton’s buttoned-up Annie Hall through to the free-flowing sleeves of Jimi Hendrix and the consciously articulated androgyny of David Bowie, the ’70s was a decade where we truly discovered that the lines between “men’s” and “women’s” were not as hard and fast as we once thought.
The ethos of Cartier Tank
Evolving the legendary design isn’t something to be done lightly, as Marie-Laure Cérède, Cartier’s director of watchmaking design, explains: “Cartier heritage is an ever-evolving heritage. Our mission is to nurture and enrich said heritage by introducing the Maison’s vocabulary of tomorrow. Creatively speaking, reworking a jewelry icon like the Tank is incredibly difficult to do since, on the one hand, we need to take connoisseurs’ expectations into account, but on the other, we’re aiming to introduce new generations. For this new version, the challenge lies in the smooth evolution of its lines, rounded brancards and revisited dial proportions. All while remaining as faithful as possible to the historical model with modernized ergonomics that meet today’s requirements.”
Honestly, it makes sense. At the heart of the Tank’s appeal is its design. Good design is universal and isn’t limited by the vagaries of fashion, space or time. This is why the watch, born out of the mechanized innovations of World War I and constantly tweaked and evolved, has remained a style icon for men and women the world over for more than a century.