Cartier is selling its new Panthère collection over e-tailer Net-A-Porter before it even comes to its own stores and retailers.
This linkup marks the first time Cartier has partnered with an e-tailer, a statement said.
Cartier is owned by Richemont, which owns 50 percent of Yoox Net-A-Porter.
The pop-up shop selling the Panthère de Cartier watch line will run on Net-A-Porter from May 2 to May 31.
After that, it will come to Cartier’s own boutiques and dealers.