This legendary address―13 rue de la Paix―evokes the very origins of Cartier. It was the cradle of the Cartier legend, where Louis Cartier, and later Jeanne Toussaint, invented the House’s style and identity. The address has also been marked by history, as countless crowned heads of state from Europe to Asia, as well as movie stars and industry leaders, once pushed open the doors here to enter the renowned Parisian jewelry store. This book retraces the trajectory of the famous boutique, from its opening in 1899 to its current transformation, exploring Cartier’s metamorphosis thanks to an architectural concept that reinvented its decor by infusing it with a contemporary spirit and updating it with a blend of high standards mixed with emotion. This iconic location reflects the vast history of the House of Cartier and of its most emblematic creations, which are recounted in this volume.

Previously unpublished photographs by celebrated photographers such as Laziz Hamani capture the rebirth of the jeweler’s flagship store. This brand-new setting amplifies the location’s unique creative ethos by celebrating Cartier’s exceptional expertise and its commitment to artisanal craftsmanship.