First up this year was the Ballon Bleu, which debuted at the Geneva Watch Fair in April. Featuring a round dial with a curved crystal and its classic sapphire-topped winding crown encased in a “balloon” of gold, it is strangely attractive: there is something about the curve that makes you want to run your fingers over it. It harkens back to traditional Cartier watches in its use of Roman numerals. On first glance it does not look particularly new, but slowly, a contemporary sensuality becomes apparent.

“People are buying more complicated watches, and more of them,” says Bernard Fornas, chief executive of the brand, as to why Cartier decided to invest in creating a new style when classics such as the Tank still sell so well. “Look, you’re three men sitting around the lunch table: no-one can see your yacht, or your car, or your house; they can’t see your bank balance. But they can see your watch.” Hence Ballon Bleu is offered in three sizes – large, medium, and small – and with various amounts of diamonds, though the classic steel is the most elegant.