Where It All Began

Welcome to 13 Paix, where the journey for cartier started. With a two-year grand transformation that completed at the end of last year, the legendary address promises an enchanting discovery of its universe for every visitor, one that is built upon the french jeweller's 175 years of history

- CAROLINE SUGANDA

In Paris, 13 rue de la Paix is a historic address. This is the place where, in 1899, Louis Cartier joined his father, Alfred, as the head of Cartier; this is the place where the brand first established its design studio; and one could say this is also where the maison's journey building a global brand all started. It is the address where everything began, and to which one - always ends up returning. This is Cartier's home.

Like any brand that is deeply rooted in its heritage, Cartier has its own universe, made up of historical and stylistic landmarks; and physical places that inspire not only its creations, but also its way of life.

And the three lynchpins of this universe are the brand’s three “temples” or flagship stores: Aside from 13 Paix in Paris (the beating heart of the French maison), there is the New Bond Street flagship in London (which marks its first international outpost back in 1909) and the historic mansion on Fifth Avenue in New York, which was acquired in 1917 after American businessman Morton F. Plant traded it for a double strand pearl necklace for his socialite wife Maisie Plant.

No doubt 13 Paix is the most important address of all. “As the cradle of major stylistic trends in jewellery, the 13 Paix boutique has always been a source of inspiration for Cartier maisons around the world,” says Pierre Rainero, director of image, style and heritage.

Over the years the maison has welcomed exceptional personalities from all over the world, inspired poets and even offered its space as a film location several times. But most importantly, it is from this temple that some of the greatest Cartier pieces have emerged.