Exploring Cartier’s Latest Watchmaking Showcase in the Miami Design District

In an unexpected twist of weather, Miami experienced an unusual chill on Wednesday night. However, this didn’t deter luminaries such as YouTuber Emma Chamberlain, NBA legend Dwayne Wade, and musician James Blake, along with a slew of influencers and celebrities, from converging to pay tribute to Cartier at the grand opening of “Time Unlimited,” the brand’s novel pop-up exhibition in the heart of the Miami Design District.

Accessible to the public until December 22, the mobile exhibition occupies a specially constructed, three-story venue at 45 NE 41st Street. This space is meticulously tailored to host exhibits that delve into Cartier’s storied history as a premier watchmaker. While aficionados of horology may be well-versed in Cartier’s watchmaking legacy, the brand, which debuted Time Unlimited in Hong Kong a year ago, seeks to enlighten its global fan base, many of whom still primarily associate Cartier with its prowess in jewelry.

Upon stepping into the exhibition, visitors are introduced to Cartier’s moniker as “the watchmaker of shapes.” This pays homage to its remarkable tradition of crafting wristwatches with bold and distinctive forms. The displays, reminiscent of a museum setting, showcase shaped timepieces from both the contemporary collection and the Cartier Collection—an archive embodying the brand’s 170-year journey of creativity and experimentation.

The showcased timepieces are a visual feast, ranging from rectangular models (including various iterations of the iconic Tank watch) to ovals (such as the bathtub-inspired Baignoire), octagons (highlighting the intriguing 1978 Ceinture model), and even parallelograms (notably the blue dial version of the Tank Asymétrique, introduced in 1936).

Willo Perron, a founding partner of the Los Angeles-based design studio Perron-Roettinger, which spearheaded the exhibition’s set design, brand identity, and art direction, explained that the team intentionally based the set “on the forms of the watches themselves.” 

Further rooms delve into Cartier’s “Pioneering Spirit” through a film spotlighting the three Cartier brothers—Pierre, Louis, and Jacques. Additionally, the “Culture of Design” section pays tribute to the purity of lines distinguishing Cartier’s most iconic watches, including the Tank, the Santos de Cartier, the Panthère de Cartier, and the Ballon Bleu.

In the immersive “Technique Serves Beauty” space, Cartier’s history of innovative watchmaking takes center stage. Displays showcase intricate details such as the brand’s photovoltaic SolarBeat movement introduced in 2021 and the extensive control checks conducted on all its watches—over 100, spanning from mechanical resistance to power reserve.

The exhibition, open daily (excluding Tuesdays) from December 7 to 22, warmly invites all guests to walk in, with no prior registration required