June 2021 is an important month for Cartier because of the pre-launch of the Tank Must models in Europe, which were introduced during Watches and Wonders and are an important addition to the Tank Louis Cartier collection.
Thanks to a conversation between Maurico Berber, Cartier’s PR manager for the Benelux and Nordic countries, and my Troisanneaux colleague George Cramer during Watches and Wonders, an idea was born to arrange a boutique “Tank Talk.” The goal of the talk was to motivate the sales staff through stories and anecdotes about Tank watches. And I had the pleasure of joining the conversation.
The day of our Cartier Tank Talk began at the historic Conservatorium Hotel in Amsterdam. Built in the late nineteenth century to serve as a bank headquarters, it is an imposing building at an equally imposing location flanked on one side by the Stedelijk Museum and the Van Gogh Museum, while the other was the destination for later in the day: the Amsterdam Cartier boutique located on the prestigious P.C. Hooftstraat.
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