Cartier rides a wave of Gen Z demand for dressier watches
Cartier has successfully tapped into the growing demand for dressier watches, particularly among Gen Z consumers, who are increasingly influenced by celebrities and social media. The brand's resurgence is linked to strategic moves such as stock buy-backs to mitigate grey market issues, as well as the recognition of vintage pieces that have reached record auction prices. This revival has been bolstered by the visibility of Cartier watches on A-list celebrities and influencers, further enhancing its appeal to younger collectors. Recent reports indicate that Cartier's market share among Gen Z has risen significantly, from 1.7% in 2018 to 6.8% today, compared to slower growth across all age groups. The brand's consistent design language rooted in elegance stands in contrast to the more rugged appeal of steel sports watches, attracting young professionals seeking stylish timepieces. However, questions remain about whether the current demand for dress watches is a fleeting trend or if it will continue to evolve, prompting ongoing observation of market dynamics.
