Aristocratic Swiss luxury jewelry and watch makers Cartier creates quite a stir along the Las Vegas Strip with Lights of Las Vegas jewelry collection recently unveiled in its flagship store at the Bellagio Hotel and Casino. I wanted this limited edition line to capture the spirit of Vegas and reflect its amazing imagery to signify a new era for the brand and luxury retail in Las Vegas.

The few special items available in the “Lights of Las Vegas” collection include masterpiece jewellery and masterpieces of jewellery-watch creations inspired by the neon strip, the casinos, and the actual side of Las Vegas nights. Every individual piece in this collection is hand-coined and designed in a style that pays tribute to the city of Las Vegas as well as the fierce reputation of Cartier.

The centerpiece of the collection is the “Neon Nights” necklace which features a rainbow of colored gemstones set in 18 karat white gold, with the appearance of the illumination of the Las Vegas Strip. The pendant itself bears a beautiful, cushion-cut, yellow diamond for the sun in the desert and surrounded by pave diamonds for the city that never loses its twinkle.

Accompanying the necklace is a set of watches that refers to the eternals of Las Vegas. The “High Roller”, a reference to the famous Ferris wheel successfully dividing the skyline of Las Vegas in the mother of pearl?ifty and precious stones. Coming into 88 pieces, this limited edition watch is a symbol of good luck based on Chinese culture as well as the rollers of this global city.

The event to launch the collection was held in the Bellagio boutique and one could not have asked for a much better setting for such a range. Cartier brought the magic of the collection and turned the place into the wonderland where everyone wanted to be. The attendees that included celebrities, other potentials clients, media personalities and other targeted clients received what is referred to as multi-sensory experience which entailed a holographical introduction of the design behind the collection as well as an aerobics performance of one of the world’s top illusionist.

Damn right, such decision made by Cartier to launch a collection accessible only in Las Vegas is the evidence of the city’s increasing significance in the international luxury goods market. Luxury retail has always been a significant component of Las Vegas shopping, but this particular action by Cartier has pushed the city up yet another level as the place to shop for world exclusive, customized, limited run items.

The “Lights of Las Vegas” collection also symbolizes a new direction in the Cartier’s brand policy with reference to regional markets. In this case, the brand has tailored pieces of merchandise that focus on the Las Vegas experience and which triggers positive feelings among the city’s guests as well as dwellers. As such, this strategy will be appreciated by collectors and tourists who are expanding their demand for unique per-location, luxury products.

This launch is being received by market pundits as possibly revolutionary for luxury retail in Las Vegas. One thinks of the possibilities for city-oriented collections that major luxury brands retail might establish – and inspire the rest of the luxury fashion business to create city-themed ranges that embody the spirit of Vegas or wherever.

Its reveal has also drawn market investors’ attention as it shall positively depict the luxury segment’s confidence in the Vegas market’s post-pandemic economic rebound. One also need to point out that willingness of a brand like Cartier invest in such a large and location specific collection point to a very positive outlook for high end retailers in the city.

Local authorities as well as the tourism departments of the cities are also excited about the project seeing it as an additional advantage in attracting the high-end shoppers. Only high-end consumers around the world would be able to afford the “Lights of Las Vegas” products hence the collections are likely to increase tourism in Las Vegas and hence affirms the city’s reputation as a top luxury market.

Once the news breaks that the collection is out in the stores, people have been flocking to the Bellagio boutique of Cartier. The latest addition to the brand ‘s strategies is very effective; the company has put a policy of appointment in order to be allowed to view some of the exceptional pieces because this brings anticipation to the brand’s collection.

The “Lights of Las Vegas” collection is much more than just sensationally looking sets of Jewelry and Watches; it is a creative reflection of the magnetic appeal of Las Vegas which will keep on inspiring the luxury of classic and modernism. While the collection captivates the attention of the visitors to the Bellagio boutique, it sets a perfect example of how luxury brands can set up a positive brand association with specific geographic location and provide clients with not just an object, but a work of art that reflects the essence of the beloved place.