DESIGN

Cartier’s Boutique, Reborn

by Charmian Leong
24 Jul 2025

As Cartier unveils a revamped boutique and fresh novelties for 2025, regional managing director Anne Yitzhakov reflects on how the maison stays relevant not by chasing trends, but by creating space for more meaningful encounters.

There was a time when luxury boutiques seemed to believe that using more than three colours and two motifs might somehow dissolve their prestigious aesthetic (some, perhaps, still abide by this sparse design brief.) But Cartier’s newly refurbished boutique in Takashimaya Shopping Centre is a welcome turn in the opposite, more vibrant direction.

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Designed by Paris-based multidisciplinary firm Birdard & Raissi and informed by Singapore’s reputation as a Garden City, the boutique’s identity comes from an abundance of botanical patterns, soft curves, and natural wood finishes that add a lush softness to Cartier’s signature use of gold accents. Colourful feature walls nod to Singaporean icons like Gardens by the Bay and orchid flowers, even as Cartier displays its own icons: The Trinity, Juste un Clou, Grain de Cafe, Panthere, and more.

The two-storey boutique has been expanded by 62 sq m to a total of 311 sq m and includes two new additions: A bridal salon and a Client Care space — the latter being a first for the brand in Singapore. “This new dedicated space is our commitment to providing a personalised service at every stage of the client journey,” says Anne Yitzhakov, Managing Director of Cartier Singapore, ASEAN, and Malaysia. “Whether our clients are purchasing, maintaining, or restoring a treasured piece, they expect a seamless experience — one that allows for their needs to be responded to with care and expertise.

It’s an informed move within a shifting luxury landscape. Where brands once tried to shout louder, Cartier is leaning into a quieter, more enduring kind of luxury that whispers only to the wellinformed. “There is a growing interest in high jewellery and bespoke services, driven by a desire for individuality and exclusivity,” she continues. “Consumers are increasingly looking to establish a deeper connection with brands and as such require more meaningful engagements.” In practice, this translates to expanded engraving options, special orders, and exclusive previews. Given how vast (and massively appealing) Cartier’s watch and jewellery catalogue is, this will surely be a welcome development.

So beloved are Cartier’s silhouettes that it would be hard to fault the brand for simply offering more of the same (the number of Tank variants surely number in the hundreds by now). But repetition is not replication. As Yitzhakov puts it, it’s about “innovative materials, movements, and reinterpretations of our iconic silhouettes in unexpected ways.” A standout from this year’s novelties is the refreshed Tank a Guichets from the Prive collection, and from the jewellery side comes the new Tressage watch, with braided gold brancards forming a sculptural, cuff-like case. “We are known as the watchmakers of shapes, and our philosophy is that technology is always at the service of design.”

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And Cartier itself is something of a shape-shifter – responding not just to aesthetics, but to the evolving expectations of its clientele. “As the industry continues to evolve, and we operate in an increasingly digital age, creating experiences for our clients that are tailored, intimate, convenient, and have a strong emphasis on human connection, is of utmost importance to us.”

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