The Prince of Wales, Edward VII proclaimed Cartier 'the jeweller of kings...for the king of jewellers'. A befitting title, considering the raging popularity, in the early 20th century, of the jeweller's classic collection. Royal families from Europe and the rest of the world flocked to the famed Rue de la Paix in Paris to acquire exclusive jewels. Once an intimate rapport between jeweller and client was established, a royal commission would seal the relationship. Spain, Portugal, Russia and Greece helped to solidify Cartier's reputation all over the world. For her coronation in 1953, Queen Elisabeth chose the famed jewellers to create a diamond flower brooch especially for her. Another spate of memorable orders came from the Romanov dynasty in Russia.

Cartier's network of royal fans were not only present in Europe alone. They extended beyond continental borders. The 'Reine de Hollande' diamond, of unknown origin, was purchased by the Maharaja of Nawanagar and mounted on a ceremonial collar by Cartier's London branch. By legend the final jewelled piece had five pink diamonds, a blue diamond and an olive green diamond, a unique combination at that time. Another customer from the Indian sub-continent was the Maharaja of Patiala, who commissioned Cartier to develop a necklace, using his own crown jewels as well as the famous 234.69-carat De Beers Diamond. Royal warrants from King Fuad of Egypt and the Aga Khan ensued.

Royalty, for Cartier, assumes many forms and some of its most effectual patronage has come from the kings and queens of the arts. Their tastes may have differed from classic concepts, but the brand has been ever equipped with its contemporary offerings. Film and music legends such as Elizabeth Taylor, Salma Hayek and Usher have enthusiastically sported the brand at public events. The doyennes of Café Society in the wild '30s, believed in the superficial, as their lives revolved around art, fashion and parties. Many of them were avid Cartier customers, as the brand lent expression to their artistic personalities. When one of the kings of fashion, Yves Saint Laurent posed for his portrait, to be shot by the famed American photographer, Irving Penn, he was sporting his new fetish, the Tank Must de Cartier watch.

And so the list continues.... Dynasties rise and fall, celebrity is but an illusion but a Cartier is a Must, a Cartier is Forever!