Few jewellery designs have carried quite as much cultural weight as Cartier’s LOVE bracelet. Created in New York in 1969 by Aldo Cipullo, its unmistakable screws and rigid oval form challenged traditional ideas of romantic jewellery, proposing instead a symbol of attachment that felt modern, radical and deeply connected to its time. More than five decades later, Cartier continues to evolve that language with new variations on LOVE Unlimited.
The latest additions expand the collection through an all-gold necklace alongside bracelets and rings that replace the familiar LOVE screws with diamonds. The result preserves the codes that made LOVE instantly recognisable while introducing a more fluid and versatile way of wearing them.
At the centre of the new offering is the LOVE Unlimited necklace, conceived almost like a ribbon of gold around the neck. Available in rose gold, yellow gold and rhodium-plated white gold, it is formed from fluid gadrooned links punctuated by the signature screw motif. Rather than sitting rigidly against the body, the necklace has been engineered to move and drape with a sense of softness and ease.
Diamonds bring another dimension to the collection. The new LOVE Unlimited bracelets feature a series of round diamonds totalling 0.80 carats, each held within a specially devised screw-shaped setting. Cartier uses white gold for the setting across all versions, including the rose and yellow gold pieces, allowing the stones to appear brighter and more pronounced against the surrounding metal.
Behind the apparent simplicity sits considerable technical complexity. Each LOVE Unlimited bracelet or necklace is assembled from around 200 miniature components, individually polished by hand. For the diamond versions, this already meticulous construction is combined with the precision of stone setting, with diamonds selected according to Cartier’s own criteria.
That technical ingenuity also shapes how the pieces can be worn. The diamond LOVE Unlimited bracelet incorporates an invisible Cartier-patented clasp that allows one bracelet to connect directly to another. The design encourages layering, pairing and combining different gold and diamond versions, moving the collection away from a single fixed expression and towards jewellery that can be continually reconfigured.
It feels particularly fitting for a collection built around the idea of love without limits. What began in 1969 as Cipullo’s provocative interpretation of commitment is now being reconsidered through freedom, movement and individuality.
Cartier extends that idea visually through a campaign photographed in Paris, where the Seine becomes a metaphorical ribbon of infinity. A separate photo series stars Jacob Elordi, shot by his sister Isabelle Elordi, bringing an intimate dimension to the Maison’s exploration of connection.
LOVE may be one of Cartier’s most enduring signatures, but LOVE Unlimited suggests that even an icon can continue to shift. The codes remain unmistakable. The possibilities around them keep expanding.
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