After seeing, and actually looking at that new Cartier, I noticed they used IIII instead of IV for roman numeral 4. I am not a big fan of roman numerals on watches, at least if it's more than the 4 poles - it just looks too crowded. So, I looked a little further and Cartier uses that on seemingly all their watches. But they aren't alone. Rolex, Brequet, Blancpain, UG, VC, AP... even Timex. I got tired of looking. In the 15 minutes I spent looking, only one Roman numeral watch used a proper IV - a Patek Phillipe, and I only noticed one model that did.

I guess they think it balances better with the 8 (VIII). I wonder why this is the standard for Roman numerals on watches (pocket watches seem to have a higher ratio of IV).