Must de Cartier, what is the meaning of (Must de)?
Thanks Cooksey

I has long been my understanding (or misunderstanding) that this tag was a play on the English word "must," in the sense that the so-labeled Cartier item was something one must have. However, it has also long been my understanding (or misunderstanding) that it only was used for low-end, mass market Cartier items, such as vermeil watches.

"Must" is not a word in French so it is clearly fanciful. I think Ethan's information is plausible. My limited Googling shows it was first used for perfumes, then for vermeil watches in the 1970s. There's nothing remotely close to the word in any standard French-language dictionaries.

In New Websters Dictionary, there is a defintion of must. Noun meaning the juice of grapes before or during fermentation. From Latin mustus, meaning fresh and new.

Peter
uk

If you go to www.cartier.com click North America, drop down for English, then click The Maison Cartier and go to history, it will bring up dates - click on 1968, 1973/1983 - interesting reading there which may further clarify the Les Must de Cartier line of products.

Thanks for the great topic.

Barbara

Well done Barbara,
I was'nt too convinced by this grape juice idea!!
Peter

The English translation for "Must de Cartier"
is " Cartier, it's a must"

It's a brand marketing term.