Cartier is often criticized for making the “cheap” les Must de Cartier-line. This is mainly because Cartier offered them for a price that was expensive enough to give them status but still affordable for a large group of clientele. The combination of Cartier’s strong designs in vermeil cases with a quartz-movement proved to be very successful. This included the ‘les Must de Cartier’-line.
Amongst other successes, this capability earned them a contract with Cartier in 1975 to produce watches for them.
In the 1970’s, the company recognized the impact of the quartz-movement and decided to develop and build these movements themselves. While many watch brands where struggling for survival, Ebel was entering what was one of their two most profitable decades.
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