What is “LOVE”?
Love is a word that often gets thrown around, whether the person meant it or not.
However, to a brand such as Cartier, it means so much more.
It means so much, that in late December 2018, Cartier attempted to stop another jewelry brand from trademarking a branding slogan with the word “love” in it.
This attempt by Cartier was however, shot down by a court in Singapore.
In 2017, a chain of Jewelry and pawn shops called MoneyMax, filed to register the slogan “Love Gold” as a trademark in Singapore.
Cartier filed a counterclaim, which if accepted would mean that the trademark application for “Love Gold” would’ve been dismissed.
Cartier insists that the term “Love Gold” was too close to the branding used for their iconic Love Bracelet collection.
Cartier owns trademarks of the bracelet’s design, and also trademarks on the overall configuration of the bracelet, which features a chastity belt like mechanism, and can only be opened and closed with a special tiny Cartier screwdriver.
These bracelets have become a status symbol and have been worn by famous celebrities such as Kylie Jenner and Elizabet Taylor.
The retail price for a Cartier Love Bracelet starts from USD4,000 all the way up to a whopping USD56,000.
Source: VOX
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