This fall, Cartier will follow Chanel (Les Exclusifs), Giorgio Armani (Armani Privé) and Hermès (the Hermessences) into high-end niche perfume territory. Les Heures de Parfum, the new collection, will be...
...“a really ‘haute’ collection of exclusive fragrances for connoisseurs,” says Daninos [Cartier's marketing development director Sabrina], explaining each one will have — along with its name — a number, like hours in the day. Number 12, for instance, is also called L’Heure Mystérieuse (or “the mysterious hour”).
Look for the first 5 (out of a projected 13) fragrances to launch this year in limited distribution. All of the scents will be developed by perfumer Mathilde Laurent, who currently oversees Cartier's bespoke fragrance business, and they'll run around $255 for 75 ml. (via wwd)
Update: the first five perfumes, due to launch in October at Saks, are ~
I L’Heure Promise "represents a moment of possibility" and features petitgrain, fresh herbs, iris, sandalwood and musk.
VI L’Heure Brilliante "was inspired by high-energy nightlife and neon effervescence" and includes notes of lemon, flaxseed, gin notes and aldehydes.
X L’Heure Folle was inspired by Cartier’s Tutti Frutti jewelry collection, and the notes feature redcurrant, pink peppercorn, grenadine, blueberry, blackcurrant, blackberry, violet, leafy notes, ivy, boxwood, shiso, aldehydes and polygonum.
XII L’Heure Mystérieuse includes notes of jasmine, patchouli, elemi gum, coriander, incense, frankincense and juniper.
XIII La Treizième Heure is described by Laurent as “olfactive trickery, like a crime with premeditation”; the notes include leather, maté, birch, narcissus, bergamot, patchouli and vanilla.
Update: see a review of Cartier Les Heures de Parfum.