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Louis Francois Cartier founded Cartier de Paris in 1847 with an atelier on Boulevard des Italiens, that was then the most fashionable street in Paris (during the time of Napoleon III and the Empress Eugenie). In 1874 Alfred Cartier, son of Louis, expanded the Cartier Watch designs and in 1899 Alfred's son Louis took over and he designer the first "aviator's" watch (1904) for Brazilian flier, Alberto Santos Dummont, the first flat square watch. In 1917 Cartier introduces the "Tank Watch" and in 1932 Louis designed the first "water tight" watch.
Cartier had become the world's most important watchmaker. In 1972 Alain Perrin took over Cartier and he introduced "Must de Cartier" and "Pasha" and "Panthere". Cartier was the height of luxury for watches, jewelry and perfumes.