AT FIRST GLANCE, the new Cartier Tank Must is nothing more than a routine reissue of a classic dress watch. However, the story of the Cartier Tank is also the story of how Cartier came to be the third-largest watchmaker in Switzerland. Simple, elegant, and iconic: the quartz-powered Tank Must was the first major sales success from the French brand, selling in high volumes and putting Cartier on the map at a time when the quartz crisis was threatening to devour traditional watchmakers whole. The Tank born in the late 1970s wasn’t the original. To trace its legacy, we must travel back to 1919, when creating a rectangular wristwatch was a revolutionary act.
This story is from the March 2022 edition of GQ India.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the March 2022 edition of GQ India.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
The 30 Best Watches Of 2024
Rounding up the best shapes, materials, complications and sizes from this year's horological novelty treasure chest.
Wes Lang's Heroes of Love...
Last month, LA-based artist Wes Lang unveiled The Black Paintings, a monumental series of works that play like storyboards to a raucous midnight horror movieand a spiritual quest. Here, GQ collaborates with the artist on a fashion story that brings his stylish characters off the canvas.
The Miraculous Resurrection of Notre Dame
In 2019, a fire nearly destroyed the crown jewel of France-and the nation set a breakneck five-year deadline to bring it back from the ashes. This is the story of how an army of artisans turned back centuries to restore Notre-Dame by hand, and wound up reviving something even greater than the cathedral itself.
"IT'S NOT ABOUT BEING PERFECT. IT'S ABOUT BEING REVOLUTIONARY."
Beyoncé Knowles-Carter talks business, legacy, art, and family
The Wedding Singers
Madboy Mink's dynamic duo, Saba Azad and Imaad Shah, redefine festive style.
A Watch Is More Than Just a Pretty Face
As collectors look to make their grail watches stand out, they're turning to unique vintage bracelets and paying thousands on thousands for straps on the secondary market.
The Fluidity of Cartier
Why Gen Z stars are obsessed with this historic maison.
A Princess with Passion
From restoring monuments to reviving hereditary crafts, Bhavnagar's Brijeshwari Kumari Gohil has her sights on the future.
THE FUTURE SOUNDS LIKE AT EEZ
The Coachella-slaying, multi-language-singing, genre-obliterating members of Ateez are quickly becoming load-bearing stars of our global pop universe.
DEMNA UNMASKED
He's the most influential designer of the past decade. He's also the most controversial. Now the creative director of Balenciaga is exploring a surprising source of inspiration: happiness. GQ's Samuel Hine witnesses the dawn of Demna's new era, in Paris, New York, and Shanghai. Photographs by Jason Nocito.
