In the next half century, Cartier embodied the concept of luxury and became synonymous with precious metal watches. Not only that, a trip to Cartier is an experience in itself. But times are changing, and people are also changing. Consumers in 1940 are not consumers in 1970. Add the fact that brands such as Seiko have introduced quartz-driven timepieces whose accuracy is only a fraction of the price, and you have suffered a disaster. The Cartier family subsequently sold the brand, which led to a reorganization and a new development path.