The unstoppable Tank de Cartier

After last year’s Tank Crash and Tank Anglaise, make way for the very masculine Tank MC whose 1904 movement already equips the Calibre de Cartier watch. The skeletonised version in palladium is powered by the patented 9611 movement which also equips the Santos 100.

The Tank watch has been by Cartier’s side since it was launched in 1917. The very first prototype, so the story goes, was made for General John Pershing who led the armed forces which the United States deployed in Europe during the First World War. Since then, the Tank has become part of the Cartier legend, inspiring countless versions over the course of its almost century-long history: Tank Cintrée (1921), Tank Chinoise (1922), à guichet (1928), étanche (1931), Basculante (1932), Asymétrique (1936), Must (1977), Américaine (1989), Française (1996), à vis (1999) Divan (2002), Solo (2004)… Last year, the Maison was in the spotlight with two new iterations, namely the Tank Anglaise and Tank Crash, an opportunity to chronicle the history of this iconic timepiece, not least in an exhibition staged at the 2012 Salon International de la Haute Horlogerie in Geneva.

Clearly the Tank provides an endless source of inspiration, as this summer Cartier is launching a new version, the Tank MC whose initials stand for Manufacture Cartier. Indeed, this new Tank watch, in its rose gold, steel and Fine Jewellery version paved with baguette diamonds, will come equipped with Cartier’s first in-house movement, the 1904 MC which already drives the Calibre de Cartier and the large Tank Anglaise.

Hublot lands in Brazil Through FIFA

Like the World Cup itself, Hublot is everywhere. On its ambassadors’ wrists, soccer stars or not, on the Copacabana sands, in glossy magazines, and most of all inside the stadiums, held aloft by the fourth official. Fever pitch!

According to the International Federation of Association Football (FIFA), the last World Cup, held in South Africa in 2010, kept 3.2 billion fans on the edge of their seats, including 700 million for the nailbiting final that saw Spain beat the Netherlands. These are impressive numbers, particularly from the point of view of Hublot. As the official timekeeper and official watch for this year’s tournament, the brand has succeeded in equipping the fourth official with boards that bear a striking resemblance to giant watches, emblazoned with the Hublot logo, of course. Each time a player is substituted or whenever extra time is displayed, a supersized Big Bang, Hublot’s flagship watch, is brandished before supporters all over the planet. With billions of people following the matches on TV, the brand has put the ball squarely in the net.