FEW MAISONS CARRY A LEGACY AS illustrious as Cartier, and even fewer sustain it with such effortless modernity. Pierre Rainero, Cartier’s Director of Image, Style and Heritage, reflects on the maison’s strength to honour history while reinterpreting it for the present. Famously known as the jeweller of kings and the king of jewellers, Cartier’s legacy is one of prestige and exceptional creation.
LOVE bracelets in yellow gold, set with four brilliant-cut diamonds, and in 18K white gold, fully pavéd with 237 brilliant-cut diamonds—both featuring the signature screw fasteningCOURTESY ROBBIE LAWRENCE © PETER LANGER © AND CARTIER
When it first appeared in New York in 1969, the LOVE bracelet became a cultural manifesto at the height of a social revolution. It was both radical and refined, and sealed by a screwdriver. Transforming the idea of love into something tangible. Naturally, its debut surprised many when Cartier, known for its exquisite high jewellery, presented a piece designed for everyday wear. Yet it followed the same spirit as the 1924 Trinity ring and the early twentieth century shaped wristwatches.
Since then, the LOVE collection has transcended both time and trend to become one of Cartier’s most recognisable icons. Its oval shape, closed with screws, carried a deeper symbolism, the act of fastening love at one’s wrist.
AS RAINERO NOTES, IT WAS A DESIGN BORN from the creative energy of late ’60s New York, but one whose symbolism is universal. The ritual of attaching the bracelet to another’s wrist redefined what jewellery could mean, marking a new kind of commitment that extended beyond tradition. Over time, the design became reflective of Cartier’s open mindedness, its willingness to find beauty everywhere, even in hardware. As both love and luxury have evolved, so has the LOVE collection. Today, LOVE reflects the multiplicity of modern relationships, encompassing the many realities from romantic love as well as a celebration of oneself.
LOVE Unlimited ring; LOVE ring in 18K rose gold set with three brilliant-cut diamonds; and LOVE ring in white gold set with 72 brilliant-cut diamondsCOURTESY ROBBIE LAWRENCE © PETER LANGER © AND CARTIER
COURTESY ROBBIE LAWRENCE © PETER LANGER © AND CARTIER
LOVE Unlimited bracelet and ringCOURTESY ROBBIE LAWRENCE © PETER LANGER © AND CARTIER
LOVE bracelets in yellow and white goldCOURTESY ROBBIE LAWRENCE © PETER LANGER © AND CARTIER
COURTESY ROBBIE LAWRENCE © PETER LANGER © AND CARTIER
COURTESY ROBBIE LAWRENCE © PETER LANGER © AND CARTIER
LOVE Unlimited builds on this foundation with a strong sense of originality and infinite possibility for the future, a true embodiment of Louis Cartier’s concept of idée mère, or mother idea. Worn closer to the skin, it feels fluid, tactile and sensorial, while preserving the unmistakable characteristics of the original design. Its supple form, second skin flexibility and invisible clasp reveal a technical mastery that remains true to Cartier’s pursuit of comfort, beauty and practicality.
As Rainero reminds us, the screw motif itself is deeply rooted in Cartier’s heritage, first seen on the Santos wristwatch in 1904. On the LOVE bracelet, however, it takes on a new symbolic power, a reflection of attachment, connection and the enduring artistry that continues to define Cartier’s vision of love.
To read more stories from Esquire India's October 2025 issue, pick up a copy of the magazine from your nearest newspaper stand or bookstore. Or click here to subscribe to the magazine.
