Over the next half century, Cartier embodied the idea of luxury and became synonymous with watches made of precious metals. Moreover, a trip to Cartier was an experience. But times change and people change. The 1940 consumer was not the 1970 consumer. Add to that the fact that brands like Seiko introduce quartz watches with incomparable precision at fractions of the price, and you have a recipe for disaster. Subsequently, the Cartier family sold the brand, which led to a reorganization and a new way forward.