What does Les Must de Cartier mean?

Les Must de Cartier'' means Cartier, It's a Must." Former Cartier President Robert Hocq coined the phrase to describe how sought after Cartier jewelry and watches were. In 1976, the brand launched a collection of accessibly priced pieces under the "Les Must de Cartier'' brand name. On 1stDibs, shop a selection of Cartier jewelry and watches.