Cartier's US$600,000 watch shows risks of extending luxury brands

Geneva

FOR over a century, Cartier has sold elegant, if simple, timepieces such as the Tank, which starts around US$2,500 - affordable by Swiss watch standards, and never confused with the level of technical finesse from brands such as Patek Philippe.

Then a decade ago, Cartier sought to prove its own prowess, investing millions to build one of Switzer…