Luxury Watch Trends 2025 | Why Cartier is Popular with Gen Z

"What criteria did you use when you first started looking for a watch?" Perhaps you start a conversation with this question because you too have had experiences where you were particular about the one watch you wore. In fact, the choice of owning a luxury watch has become more commonplace for young people than it was a generation ago. Gen Z (born between the late 1990s and early 2010s) is rapidly moving into the luxury watch market, and Cartier is making a big impact among them.

Whether you're a watch novice or a watch collector, this article provides an easy-to-understand explanation of "Why Cartier is popular among Generation Z," "The background shown by the data," "Representative models," and "Future outlook."

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Introduction: Why Gen Z is turning to luxury watches

Have you ever thought, "Now that I've started working, I want to get a slightly better watch?" For many members of Gen Z, a watch is not just a tool for telling time, but an accessory that expresses themselves, and it has also come to be seen as an asset. A recent survey showed that 20% of young people in Gen Z are planning to buy a luxury watch within the next year.

The factors behind this include:

• There has been a shift from the "classics that everyone knows," represented by stainless steel sports models, to smaller, dressier designs.
• In the secondhand market (secondary market), investment perspectives such as "new releases selling for more than the retail price" are becoming more prevalent among younger generations.
• The trend towards sustainability and individuality has led to an increased number of options for purchasing watches that are already on the market.

In particular, Cartier seems to strike a chord with young people as a brand that is "relatively affordable" and has "history and established design." The brand's well-known power is also driving demand.

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Topic 1: Data behind Cartier's growing popularity

According to a report published in early 2025 by watch marketplace Chrono24 and watch media Fratello, the proportion of Cartier purchases by Generation Z has increased from 1.7% to 6.8% over the past seven years.
In contrast, Cartier's share across all age groups has only grown from 2.9% to 4.8%, showing how remarkable the growth of Generation Z is.

Additionally, data showed that the dress watch category (small, gold or leather strap) accounts for 12% of all watch purchases among Gen Z.

Looking at these figures, it may not be an exaggeration to say that Cartier is not just one of the options for Gen Z, but that it is a brand that is supported by Gen Z and is driving the market.

Topic 2: Three Cartier models to choose from

The report lists the following three Cartier models as being of particular interest to Gen Z:

• Tank : Cartier's signature dress watch. Popular as an entry-level model for the brand. New retail prices start at around $3,500.
• Santos : A sporty yet elegant model, with configurations that can cost over $10,000 depending on the material.
• Panthère : A type of dressy watch with a distinctive shape and available on a leather strap or bracelet. It resonates with Gen Z's style preferences.

If you are new to watches, remember the names "Tank" and "Santos," and for women, start with "Panthère."

It might be a good idea to start looking for a watch that suits your taste. If you are a collector, why not take a look at the top-end lines "CPCP" and "Cartier Privé".

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Topic 3: Cartier from the perspective of investment and value preservation

There is also a growing trend to view luxury watches as not just accessories but assets and investments. For example, one survey has shown that more expensive watches are effective for diversifying a portfolio.

Specifically, there are increasing cases of young people in Gen Z searching for models that are hard to find new on the secondhand (secondary) market, and purchasing them with the expectation that their value will "maintain or increase in the future." It is also true that hard-to-find models are driving up secondhand prices and generating buzz. Even beginners are becoming aware that "the secondhand market is an option."

The influence of celebrities cannot be ignored either: for example, when pop icon Taylor Swift wore a Cartier Santos Demoiselle to announce her engagement, searches for the model immediately spiked 2,000% compared to the previous day.

However, the report also points out that "this interest cannot be explained simply by the celebrity effect."

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Topic 4: Brand Strategy and Market Environment Changes

■According to a report on overall market trends, the secondary watch market has passed its post-pandemic peak and there is a view that "standard models are returning to normal" and "younger people are shifting to dress watches."

■Cartier's strategic advantagesCartier has a "long-standing design language" and "strength in dress watches," which match the aesthetic sense of Generation Z (small/elegant/leather finish).

■Points to be aware of: "Looseness"
However, the report also states: "As of H1 2025, the pace of growth in dress watch demand is expected to slow somewhat in Asia and North America."

In other words, it is not enough to say that "now is the hottest trend," but rather that "selections must be made with an eye on the next trends." From a collector's perspective, this change may be a "big opportunity."

Future Outlook: Gen Z, Cartier, and the Future of the Second-Hand Market

・Generation Z is increasingly purchasing watches not just as accessories but as a tool for self-expression and asset formation. As a result, pre-owned Cartier watches have become an entry-level and strategic choice.

- Cartier continues to be a brand that attracts attention, but there are also signs of a slowdown in the market, so the key may be "when to make a purchase" and "which model to aim for."

For beginners, we recommend checking the used market price for Tank/Santos, confirming the condition and accessories, and tracking changes in market valuation. For collectors, this may be an opportunity to discover materials and specifications that have not received much attention until now (e.g., women's/unisex sizes/leather straps) or discover new trends.

・Related internal links (reference):

• Rolex Daytona (Entry-level to Sports Model)
• Patek Philippe (for high-end comparison)
• What is watch deposit sales? (To understand the second-hand market)

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Summary: The current state of Cartier that will satisfy both beginners and collectors

To recap:

• Among Gen Z buyers of pre-owned watches, Cartier's share has quadrupled, from 1.7% to 6.8%.
• Data shows that the dress watch category accounts for 12% of purchases by Gen Z.
• In terms of models, the key drivers are the Tank, Santos, and Panther.
• The second-hand market, asset value, and the brand's design capabilities make Cartier an attractive choice for younger generations. There is something to be learned for both beginners and collectors.

In this way, Cartier has become the brand of choice in the context of Gen Z and the secondhand market. For beginners, it is important to first check out used Tanks, and for collectors, it is important to predict the next trend.

FAQ

References and Sources

• Chrono24 × Fratello Report: Gen Z Disrupts the Secondary Watch Market (H1 2025)
• Fratello Watches “Secondary Watch Market Report H1 2025”
• Business Insider “Cartier watches are winning over Gen Z shoppers” (October 2025)
• Chrono24 “Secondary Watch Market Report H1 2025”
• Financial Times “Gen Z buyers are reshaping luxury watch demand”

All of the above data and quotes have been reconstructed based on primary information as of October 2025 (at the time of publication by each media outlet).