In 1990, the vast majority of brands and houses were in the early stages of marketing. Cartier had launched a very "daring" marketing campaign with Cartier musts® in a still very traditional sector. Since its creation in 1847, the House had already had a strong vision of international markets. This vision and redeployment of the brand required recruiting profiles with a strong culture and sensitivity. By creating the Institut Supérieur de Marketing du Luxe, Cartier first trained a large number of its managers and then offered other brands creative profiles with the values of the sector.

Integrated into EDC Paris Business School since 1995, Sup de Luxe provides the sector with men and women who are specialists in their sector and specially prepared for its culture. A unique fact among sectoral training courses, Sup de Luxe has been committed from the very beginning to maintaining a privileged relationship with all brands. Sup de Luxe has positioned itself as a supplier of profiles adapted to the evolving needs of the sector and has perfectly succeeded in this challenge.