Cartier boosts its presence in China with new Tmall flagship

Cartier is the latest brand to partner with Alibaba's Chinese e-commerce platform, Tmall Luxury Pavillion.

The luxury jewelry house has joined the B2C platform -- which is retail giant Alibaba's dedicated online space for luxury and premium brands -- as part of a wider strategy to strengthen its online presence in China, according to multiple reports.

The house, which already operates its own online site in the country, will launch its Tmall digital flagship boutique in February.

The new boutique will be celebrated with the launch of exclusive products, such as a small model of the brand's ‘Juste un Clou' bracelet and the introduction of a new ‘Guirlande' chain wallet bag.

A slew of prestigious brands have teamed up with the Tmall Luxury Pavillion recently -- the fashion conglomerate Tapestry Inc., which owns Coach, Kate Spade and Stuart Weitzman, announced it was launching flagship stores for all of its labels on the platform back in September.

In July, Michael Kors also announced the launch of a digital flagship store on Tmall's Luxury Pavillion, with John D. Idol, Chairman and CEO of parent company Capri Holdings Limited, saying: "Consumers are becoming more digitally engaged with luxury shopping in China and Tmall Luxury Pavilion is the perfect venue for us to communicate Michael Kors' brand vision."