How this heritage jewellery maison turned into a Gen Z favourite

For a generation that navigates trends at the speed of a swipe, Gen Z’s growing devotion to Cartier might seem surprisingly classic. Yet the maison’s rise among young tastemakers feels both inevitable and deeply on-brand. As the luxury world cycles through nostalgia, quiet sophistication, and investment-driven buying, Cartier has made its watches the statement that defines this cultural moment.

Whether it’s Taylor Swift sparking a global spike in searches after wearing the Santos Demoiselle, or Zendaya, Dua Lipa, Bella Hadid, Timothée Chalamet and more weaving the Panthère into their everyday style, the maison has found itself at the centre of a generational shift. Gen Z isn’t just buying into Cartier’s legacy; they’re reinventing it through a distinctly modern lens.

What sets Cartier apart for younger consumers is its instinctive understanding of timelessness. As oversized steel sports watches fade from favour, Gen Z is gravitating toward compact, sleek silhouettes with a vintage sensibility. Slim gold watches, refined leather straps, two-tone bracelets, and jewellery-like construction that align perfectly with the “old money”, elegant aesthetic, which is shaping today’s fashion tides. The Panthère, first introduced in 1983, captures this mood effortlessly with its fluid, jewellery-inspired links and its quiet androgyny, a design that has long transcended traditional gendered styling.

But Cartier’s resurgence isn’t just aesthetic. Price accessibility relative to ultra-luxury handbags and top-tier Swiss complications has positioned the brand in the sweet spot of “attainable luxury”, where young consumers can make a meaningful investment without entering intimidating territory. With dress watches surging in popularity and secondary-market interest reaching new highs, Cartier has become a go-to for young investors seeking pieces that balance style with long-term value. The maison’s share of Gen Z spending on Chrono24 has quadrupled since 2018—an extraordinary rise that underscores its renewed cultural relevance.

There is also the undeniable power of pop culture. When high-visibility stars, from Rihanna and Beyoncé to Charlie Sheen, Keith Richards, Princess Diana, and Gwyneth Paltrow across decades,consistently wear Cartier, the appeal trickles down in a way few brands can replicate. Today, that influence is more potent than ever. Swift’s gentle, feminine Santos Demoiselle, Chalamet’s unwavering loyalty to the Panthère, or Bella Hadid’s effortlessly chic styling only deepen the maison’s desirability among young buyers who look to celebrity wardrobes for both aspiration and validation.

Cartier’s winning formula lies in its ability to remain timeless while evolving with the cultural pulse. For Gen Z—arguably the most discerning and value-driven luxury audience yet—the maison offers refinement, history, versatility and investment potential in one iconic package. The modern revival of the dress watch may be driving the trend, but Cartier’s enduring magic is what’s sealing its place as the generation’s new favourite. In many ways, the maison has become what Rolex represented to earlier eras: a symbol of enduring taste. Only this time, it’s wrapped in a sleeker, quieter, and undeniable Gen Z kind of cool.

All images: Getty 

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