Often in fashion, we'll say that 'everybody's wearing' a hot new trend, or that 'everybody wants' whatever the season's new It-item is. But when do we really know if everybody is interested in a particular product? When it becomes the most Googled piece of jewellery of the year, that’s when.

 

It's exactly what has happened to Cartier's iconic Love bracelet, the bolt-covered bangle that comes with its own miniature screwdriver, allowing you to literally lock yourself in and "seal your relationship within an everlasting circle of Love", in what is surely the ultimate sign of commitment?

 

A study conducted by Karus Chains earlier this year found that more than 353,000 searches for ‘Cartier Love bracelet'have been conducted on Google every month, making it the single most popular jewellery item on the internet. It’s miles ahead of the second most-wanted piece, which was a ‘Tiffany & Co. engagement ring’ with just over 85,000 monthly searches.

 

It's exactly what has happened to Cartier's iconic Love bracelet, the bolt-covered bangle that comes with its own miniature screwdriver, allowing you to literally lock yourself in and "seal your relationship within an everlasting circle of Love", in what is surely the ultimate sign of commitment?A study conducted by Karus Chains earlier this year found that more than 353,000 searches for ‘Cartier Love bracelet'have been conducted on Google every month, making it the single most popular jewellery item on the internet. It’s miles ahead of the second most-wanted piece, which was a ‘Tiffany & Co. engagement ring’ with just over 85,000 monthly searches. Just click to purchase gift for her.

 

When Cartier's Aldo Cipullo first designed the Love bracelet (which was originally sold as unisex pairs) back in 1969, it was instantly hailed a modern-day icon. "[It was] the height of the hippie movement," explains Pierre Rainero, Cartier's Head of Heritage and Style. "It was a statement bracelet for the "make love, not war" generation, designed for men and women alike who were in love, regardless of their marital status."

The idea of screwing yourself into the bangle, and, of course, the opportunity to own a solid-gold screwdriver, were novel and Cartier cleverly arranged a marketing stunt for its launch where they gave 25 celebrity couples, including Elizabeth Taylor and Richard Burton, a matching set. "It immediately captured the hearts of long-time clients including the Duchess of Windsor and Elizabeth Taylor," says Rainero, "but also new ones such as movie stars Ali MacGraw and Julie Andrews."

 

When Cartier's Aldo Cipullo first designed the Love bracelet (which was originally sold as unisex pairs) back in 1969, it was instantly hailed a modern-day icon. "[It was] the height of the hippie movement," explains Pierre Rainero, Cartier's Head of Heritage and Style. "It was a statement bracelet for the "make love, not war" generation, designed for men and women alike who were in love, regardless of their marital status."

The idea of screwing yourself into the bangle, and, of course, the opportunity to own a solid-gold screwdriver, were novel and Cartier cleverly arranged a marketing stunt for its launch where they gave 25 celebrity couples, including Elizabeth Taylor and Richard Burton, a matching set. "It immediately captured the hearts of long-time clients including the Duchess of Windsor and Elizabeth Taylor," says Rainero, "but also new ones such as movie stars Ali MacGraw and Julie Andrews."

 

 

Indeed, it's this new-found trend for stacking the bangles that has led Cartier to tweak its original design for 2017. "This latest addition to the Love family has slimmer proportions that allow the bracelets to be stacked on the wrist," says Rainero of the new offering, which is available exclusively in Harrods now before launching properly worldwide in January. "The technical change is that it opens on one side only, allowing it to be switched quickly."

 

 

Keeping the icon moving with the times and pandering just a little to today's fast fashion trends, is surprisingly vital to the bracelets longevity, says Rainero.

“Traditionally at Cartier we believe that one strength of a winning design is its capacity to change over time," he explains. "We work from what Louis Cartier called a 'mother idea' but we are always on the lookout for new creative interpretations using different lines, proportions etc."

"We have some clients who acquire the bracelet first and foremost for its symbolism, and other clients who purchase it for its aesthetic. Its winning design makes it timeless; the pared-down look makes it contemporary and so, over time, the aesthetic has prevailed."

 

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