Since the June launch, Cartier has donated more than $1.2 million to causes such as U.S.A. Harvest, UNICEF and The Breast Cancer Research Foundation. de Narp said some of the firm's top clients, who typically purchase high jewelry are buying the charity bracelets in droves and for gifts, as well as stacking several on their wrists.

In the spirit of continuity, de Narp said Cartier has appointed more celebrity ambassadors for a new slew of charity bracelets that will feature a white gold charm. Faith Hill, Tim McGraw, Djimon Honsou, Eva Mendes, Julianne Moore, Elie Wiesel, Rachel Weisz, Rihanna and Usher are on the roster to represent charities such as the Neighbor's Foundation, the Tuberous Sclerosis Alliance, Believe and the New Look Foundation.

On June 8, when de Narp will ring the opening bell at the Nasdaq exchange, 10 percent of all proceeds from the Love collection will be given to charities. That's in addition to the $100 from the sale of the bracelets at all 34 Cartier U.S. boutiques. And 10 percent of sales at the firm's two Manhattan boutiques will be donated to the Mayor's Fund to Advance New York City.

Select pieces from the Love jewelry collection will go on sale at Saks Fifth Avenue's Manhattan flagship, the first time Cartier jewelry will be sold outside of a Cartier store. Only its watches are wholesaled. There are no plans to wholesale jewelry, de Narp said.

In keeping with the conviviality at the Compagnie Financière Richemont-owned brand, Cartier has teamed with French contemporary artist Agnes Winter on "Monument to Smile." Winter photographed some 400 smiling faces on the streets of New York and they will be projected in a collage onto the facade of 30 Rockefeller Center here. The work will be up evenings from May 31 to June 9.

"Cartier spreads smiling…Cartier is about hope and optimism," de Narp said. "And when there is hope, there is peace.…This is a gift to New York and a gift to the world."

De Narp also is working to boost the brand's retail network with a concept by Parisian architect Bruno Moinard. The look, first seen at the Manhasset, N.Y., boutique in 2003, is meant to be more inviting and airy.