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The Love bracelet was introduced in 1969 by the house's New York studio. Designer Aldo Cipullo — an Italian who worked for Cartier in New York in the second half of the 1960s — conceived a bracelet that functions not as a clasp, but as a construction: two half-shells that are closed around the wrist with small screws, using an accompanying screwdriver that the wearer does not have to handle themselves. The idea is deliberately conceptual: the bracelet suggests a commitment that cannot be broken without intervention.
New York in the late 1960s is the cultural backdrop: the free-love culture is at its peak, and Cipullo offers a distinctly bourgeois response — a jewel that elevates commitment to a design principle. The house immediately understood its communicative power. The earliest examples were delivered to well-known New York couples as a publicity stunt, and within a few years, the bracelet grew into one of the most photographed pieces of jewellery of the decade.
The line expanded in the following decades: rings, earrings, necklaces, and later also the Love-cuff family with wider and narrower variants, pavé executions, and versions in three gold colours. The screw as a motif remains constant — it is one of the few modern jewellery designs that became iconic almost immediately upon introduction and has remained so ever since.