Cartier – Staying Relevant to Millennials

Project Scope

Cartier is a French luxury goods conglomerate which designs, manufactures, distributes, and sells jewellery and watches. In 2018, it is ranked by Forbes as the world’s 59th most valuable brand.

In Hong Kong, Cartier tends to appeal to a more mature audience. To reach out to a new generation of customers like millennials, Cartier needed a different approach for its new retail space at K11 Musea, a museum-retail complex. Design Sojourn was thus engaged to bring the Hong Kong Cartier team through the design thinking process to create a new experience for this group of customers.

To do so, Design Sojourn trained and facilitated the Cartier team to become field researchers for a day, interviewing their customers to gather insights on their needs and motivations.

This culminated into a 3-day design thinking workshop in Hong Kong, where participants learned to empathise with customers, uncovering their customers’ needs and motivations behind buying high end jewellery. This deep understanding led to a radical rethink in services and experiences that Cartier can provide for existing and new customers. Outcomes include: