Cartier launches new store on Tmall Luxury Pavilion
Cartier has opened a flagship store on Tmall Luxury Pavilion, making it the first Richemont-owned business to launch a standalone boutique on Alibaba Group’s channel for luxury and premium brands.
The French company, which entered the China market in 1992, will offer a range of jewellery, timepieces and leather goods in the store, which begins presales next week. Two new products will be making their exclusive global debuts on Tmall Luxury Pavilion: the Juste un Clou small model bracelet with diamonds and Guirlande chain wallet bag.
Cartier will use the new Tmall Flagship 2.0 store format to offer the first 288 customers exclusive services, such as custom engraving on its classic red jewellery boxes and doorstep flower and gift deliveries by the brand’s suited-and-booted bellboys.
It will also tap into Tmall’s marketing tools, such as Super Brand Day which uses resources across Alibaba’s ecosystem to create a smaller version of the company’s annual 11.11 event for individual brands.
President and CEO of Cartier International, Cyrille Vigneron, says: “Given the increasingly complex e-commerce landscape in China, this strategic launch will provide significant opportunities for Cartier to embrace China’s fast-moving retail environment in order to further strengthen our commitment to our clients.”
