"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."
"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 foundthat high-end watches can appeal to investors seeking to diversify their portfolios with potentially lower-risk investments."
Gen Z buyers have significantly increased purchases of Cartier watches on Chrono24, with Cartier's share of Gen Z purchases rising from 1.7% to 6.8% over seven years through the first half of 2025, outpacing the brand's overall site growth. Interest centers on three models: the entry-level Tank, the sportier Santos, and the dressy Panthère. Tank retail starts near $3,500, while new Santos and Panthère lines can exceed $10,000 depending on materials. Dress watches are popular among young adults—smaller, often gold, and paired with leather straps—with dress styles accounting for 12% of purchases in early 2025. High-end watches increasingly attract investors seeking portfolio diversification.
Read at Business Insider
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