Brand Archetype

THE RULER

Cartier has dominated the marketplace for high-end jewelry and timepieces for well over a century, becoming synonymous with ambition and opulence.

The Ruler seeks to prevent chaos by taking control and works to get /keep power. The Ruler is drawn to things that are substantial, timeless, and high quality. This archetype sees itself as a role model for others to emulate. The association of Cartier with heritage, preciousness, ambition, and panther relates to these ideals.

Cartier represents The Ruler's focus on exclusivity and excellence in terms of reinforces customers' emotions of feeling power and authority. The best of the best.