The current global president of Cartier jewelry Borna. Fornas both as a unique art of discerning collectors, but also a businessman, a very spirit of the merchant adventurers. He has just been rated the best in this year's Swiss CEO. However, when you ask the secret of his success, his answer is simple: passion, a flow in the blood of the brand, enthusiasm for work.

Look at the history of Cartier, founder of Louis. Cartier is a great traveler, he has around the world, to far behind India, with the state who bought a large number of imperial gem. This is almost the same as in the 18th century adventurers who treasure the journey started.

Watches Brand : Cartier

Cartier's president and later almost all of their number has somewhat the character of this adventurer, current global president of Cartier jewelry Borna. Fornas (Bernard Fornas) is no exception. Than a decade ago, he Pianjiang sights on behalf of China and Russia as emerging markets, and the first bold investment and ultimately get results.

As early as 2004, when Cartier jewelry classic tour organized by the exhibition, once the world came to Shanghai, China, exhibited the Cartier has a very complete collection of classics, including 1500 different periods of the most beautiful card to Asian works. The auction by a collector or looking back Cartier former representative works, handicrafts covering a half century the ultimate luxury for the Chinese people love art, to appreciate the Cartier of DNA and source of inspiration .

On Cartier and China origin, are in the beginning of the last century, Louis. Cartier has been keen on collecting ancient Chinese jade and jewelry, and Cartier are also works by early 18th century Chinese emperor appreciated. Today Cartier Art Foundation had already been funded by two well-known Chinese contemporary artist Cai Guoqiang and Huang, the Chinese people today also have deep this jewelry brand recognition, "We are in the Chinese market has a very rapid development, the current We opened 34 stores in China. By 2013, when the 55 stores. "

The Forbidden City in 2009 at the "Treasures Cartier Art", exhibition of 346 pieces are created from the brand until the beginning of the twentieth century's representative for 70 years, including the Duchess of Windsor's cheetah brooch , so for literary giants. Cocteau custom swords and other treasures of the French Academy, is close to the Chinese consumers show the "emperor's jewelers, jewelers of the emperor," the ultimate charm.

The impression among the people, Cartier in the past 159 years of history can always play the role ahead of its time. For example in 1938 produced the world's smallest watch to the British Princess Elizabeth, in 1969 to Richard. Bolton crafted the world's largest pear-shaped diamond, "Bolton - Taylor Diamond", 1909, a drop type strap patent applications in 1933 to create invisible clock, and others are the epoch-making work.

But Borna said Cartier will not make fashion products - because life is very short fashion, like the clothes we wear become obsolete next year. But the jewelry is the almost eternal people to pursue things, no matter which era should be timeless. "You could say the future of Cartier has long existed in the past and being." He described the success of Cartier, is a long-cherished dream of people, which relates to the brand's DNA, there is a long history, classic stories and Celebrity legend.

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Borna casually told about a Cartier-style legend. Then a famous Mexican actress Maria. Felix came with a jar Cartier, is a jar containing a small crocodile jump, she insisted Cartier in the shortest time for her to create a prototype to crocodile precious stone necklace. The Cartier is a famous actor from the crocodile necklace capture inspiration, creating a series of crocodile watch.

In addition to Maria. Filica outside, Marilyn. Monroe, Grace. Kelly, Elizabeth. Taylor, Clark. Gable, Alan. De Long and other Hollywood star's name flashes and Cartier have closely linked, but they take it lightly Borna said: "star love Cartier simply because they love this brand, we will not be any a star or model as the brand's spokesperson, because the Cartier name itself is the brightest, our products are the most brilliant star.

We do not do China, Russia, the works. We do not make the French work. We only do the works of Cartier. Beauty has no frontiers. Beauty is no obstacle. If this thing is beautiful, this thing in Russia, China, wherever feasible. Therefore, we only do the works of Cartier. "

In the beginning of his Cartier Borna the post of president, once described Cartier: "It's like a 10 hand monster with six legs, 10 hands is fine jewelry, jewelry, watches, glasses and lighters, pens, perfumes, leather goods, handbags and gifts, 6 feet is equivalent to Europe, the Middle East, Far East, North America, South America, and Japan. "

Borna stresses Cartier today to restore the spirit of the time, the mixture between tradition and innovation, it is time to re-awaken the Cartier of the DNA to adapt to the 21st century the international market. "In the past few years, I try to make Cartier meet the new era of rapidly turning the world today, we each have decided to pursue with the pulse of the times, there must be flexibility to change at any time."

Under his command did Cartier has a new change, refocus Cartier watches from its series, which shows how much the president of the automotive mechanical obsessive side. "Cartier plenty of breadth and depth of the other brands did not. We can have a basic style, all the way to high-end watches. With a jewelry table instance, it is as high as Korea's jeweler, in the design of fine jewelry watches, we will first think he was a jeweler, and then a watch, so we put the final elements of the time to go. Compared with other brands, they first design a watch, first time elements into them, before they think of jewelry. The Both are two completely different concepts. "

Borna looked at the hands of Cartier gold watch, like much to see, just like a general appreciation of a work of art. He loved antique cars, "the last century 60's antique car, the world and no other car can."

He is also obsessed with the 20s of last century decorative art and design, "It's furniture that's light, all have fascinating details." Borna terms of art for not only the collection or a thoughtful appreciation, He spoke beautiful things, his face is a fascinating show of intoxication.