Abstract: In the paper Cartier was chosen as the research sample.Through the research on its brand establishment，development and status quo，the authors discussed the development of Cartier and the reasons that made it become luxury brand.By analyzing its design process，design concept，technique of expression，cultural connotation，manufacture technology and brand innovation of representative classic products，the authors summarized the brand characteristic and brand positioning formation of Cartier.Finally，the luxury brand gene can be concluded in 5aspects such as brand history，high－end brand positioning，unique design inspiration，fine handcraft and continuous innovation spirit.