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Get Cartier!

200430 minutesEnglishcolorJump to full details

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Alternate title:Defending a crown
Summary:As a market leader in high-end jewelry, Cartier has long defended its turf against the likes of Tiffany and Bulgari. But recently, luxury goods label Louis Vuitton launched its own line of fine jewelry-a move interpreted as a direct attack on the king of jewelers. In this program, award-winning business journalist Virginia Eastman gains unprecedented access to super-exclusive Cartier parties and PR events to observe the company's strategy for retaining its dominant position as jeweler to royalty, celebrities, and the seriously wealthy.
Contributor:Hudson, Nick
Eastman, Virginia
Provider:BBC Education & Training
Films for the Humanities & Sciences (Firm)
Place of origin – Continent:Europe
North America
Place of origin – Country:United Kingdom of Great Britain and Northern Ireland
United States of America
Place of origin – Region:New Jersey
Place of origin – Settlement:London
Topical subjects:Jewelers
Advertising -- Jewelry
Endorsements in advertising
Target marketing
Cartier (Firm)
Genre:Documentary television programs
Credits:BBC Education & Training ; producer/director, Nick Hudson. Reporter, Virginia Eastman. Camera, Joe Taylor and Ken Webb ; editor, Clive Edwards ; series producer, Mark Gregory.
Repository:Nonprint Media Services
Browse terms:Economics, Business, Commerce, Labor
Films@UM Browse terms:Economics, Business, Commerce, Labor
Advertising, Marketing
Access restricted to patrons at the University of Maryland.