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For over 50 years, Cartier’s LOVE bracelet has remained a symbol of success and milestone moments. Now, the legendary accessory gets a contemporary, flexible update, becoming a must-have for fashion-forward jewelry enthusiasts worldwide.

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Originally launched in 1969 by designer Aldo Cipullo for Cartier New York, the LOVE bracelet drew inspiration from the utilitarian design trends of the era, incorporating nail and screw motifs already seen in Cartier’s Santos Dumont watches from 1905. The classic bracelet combined simple craftsmanship with ingenious marketing: it was fastened to the wrist using a precious screwdriver, requiring two people to secure it—symbolizing everlasting love and the union of two individuals. Today, the bracelet is worn by celebrities and fans globally, and in New York hospitals, Cartier even keeps a miniature screwdriver on hand for emergencies.

LOVE Unlimited: A Flexible Evolution

Fifty-six years later, Cartier introduces LOVE Unlimited, a new version of the iconic bracelet. The rigid structure of the original gives way to a fully flexible design that wraps the wrist like a second skin. The development process involved over 100 prototypes and tests to honor the original spirit while offering modern comfort.

The signature screws remain, adorning multiple links, while sleek lines and gentle curves create a harmonious silhouette. The standout innovation is a patent-pending invisible clasp, making the bracelet easy to put on and remove. It still operates via a screw, but the mechanism remains a secret known only to the wearer.

Each bracelet is composed of more than 200 components, and the clasp allows multiple bracelets to connect, enabling wearers to mix and match white, rose, and yellow gold, share pieces, or exchange them.

To celebrate LOVE Unlimited, Cartier launched a campaign paying homage to both Paris and New York, featuring the brand’s iconic panther exploring legendary cityscapes. This is a historic moment for the collection—LOVE is once again at the top of jewelry enthusiasts’ wishlists.

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