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For Cartier, Love Is a Battlefield

With Tiffany’s LVMH-backed reboot making a splash, Cartier is trying to hit back with its own holiday push. Here’s what the campaign says about the Paris-based jewellery giant’s strategy.
Singers Troye Sivian and Willow Smith are featured in Cartier's "Love is All" campaign. Cartier.
Singers Troye Sivan and Willow Smith are featured in Cartier's end-of-year campaign, "Love is All". Cartier. (Cartier)

Can a brand “own” the idea of love? The world’s biggest luxury jewellery house thinks so.

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