As French luxury jewelry and watch brand Cartier has raised prices three times this year, cases are piling up in which defects are found not long after purchase. In some cases, customers are guided to repairs rather than exchange even when there is no consumer fault, fueling dissatisfaction.
According to the industry on the 11th, Cartier raised prices by about 2% to 5% on most jewelry except watches the previous day. It is the third price increase this year after February and May. Since Cartier typically raised prices once or twice a year, this year is seen as unusual. Johann Rupert, chairman of Swiss Richemont Group, Cartier's parent company, said during the May earnings release that he would not carry out "sharp price increases that are hard for both consumers and brands to bear." However, it raised prices in global markets, including Korea, citing higher gold prices, exchange-rate fluctuations, and labor costs.
The scale of the increase varies by product line. The original Love bracelet, a signature item, rose to 11.7 million won after three price hikes this year from 10.6 million won at the start of the year. The small-size Love ring, popular as a wedding band, went from 1.79 million won to 2.03 million won. The small-size Juste un Clou bracelet jumped from 5.15 million won to 6 million won. Entry-level items have relatively lower price ranges, so the absolute amount may seem smaller, but some items are up 20% this year. The small-size Trinity ring went from 2.04 million won to 2.49 million won, and the Trinity Classic rose from 2.8 million won to 3.42 million won.
While prices keep rising, cases are emerging in which defects are found shortly after purchase. Among consumers, some say that "products made recently seem less durable than older ones." Online communities are sharing various cases across Cartier's product lines. There is a case where the engraved portion of a Love bracelet discolored within days of wearing it, and a case where a component fell off a Clash de Cartier bracelet months after purchase. Cases are also shared of Trinity rings or Juste un Clou bracelets breaking. For watches, there are cases where the band breaks or the movement has a defect and timekeeping is off.
Under the current consumer dispute resolution standards, defects within six months of purchase are presumed to be manufacturing defects, making exchange or refunds possible. However, this is only a recommendation without enforcement. There are even cases where, despite a confirmed manufacturing defect, the response was that an exchange would be difficult. One consumer said, "A stain appeared inside the watch glass, and when I inquired with Cartier, they said it was a mark created when attaching the glass," adding, "Since time had passed after purchase, an exchange was not possible and only partial repair was available." In many cases, you have to send the product to France just to determine whether repair or exchange is possible. That can mean waiting for months.
An industry official said, "For global luxury brands, maintaining quality commensurate with price and after-sales service is crucial, because it can directly affect brand value and customer trust." ChosunBiz contacted Cartier for comment but received no response.