Cartier watches are having a moment with Gen Z, new pre-owned watch data shows

• Gen Z buyers are driving a surge in Cartier watch sales on the secondary market, a new report said.
• Cartier’s share of Gen Z purchases on watch marketplace Chrono24 rose over the last seven years.
• Some young investors look at luxury watches as assets.

Gen Z watch lovers are all about Cartier right now.

The luxury brand’s Swiss-made watches are hot commodities among Gen Z buyers on the secondary market, according to a new report by watch marketplace Chrono24 and publication Fratello that was shared with Business Insider.

Cartier’s share of the total purchases by Gen Z on Chrono24 rose from 1.7% to 6.8% over a seven-year period as of the first half of 2025, according to the report.

That share outpaces the brand’s overall growth on the site during the same period.

Three models are driving the interest from Gen Z: the entry-level Tank, the sportier Santos, and the dressy Panthère.

The Tank is often considered an entry point to Cartier’s luxurious offerings, with a starting retail price of around $3,500. New Santos and Panthère lines, depending on the material, can easily go for well over $10,000.

Cartier didn’t respond to a request for comment from Business Insider.

Dress watches overall are having a moment among young adults. The report describes them as smaller in size, often in gold, and paired with a leather strap — more elegant than the rugged look of stainless steel sports watches. Cartier’s Tank model, for example, often comes with a leather band in an array of sizes.

Gen Z’s interest in secondhand dress watches is stronger than any other demographic, the report said, with 12% of all watch purchases during the first half of 2025 being dress watches.

These days, luxury watches are more than fashion statements. One recent study found that high-end watches can appeal to investors seeking to diversify their portfolios with potentially lower-risk investments.

Pop icon Taylor Swift also appears to be a fan of Cartier. The singer was spotted wearing a Cartier Santos Demoiselle in her engagement announcement photos in August.

Chrono24 said in August that searches for the Cartier Santos Demoiselle surged 2000% in the two days after Swift’s engagement compared with the days before.

The report’s findings show it’s more than Swift’s star power driving the interest in Cartier.

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