卡地亚在Z世代中的热度呈现爆发式上升，源于Taylor Swift佩戴已停产的Santos Demoiselle引发搜索量飙升，并推动市场从大型钢壳运动表转向小尺寸、偏金质的正装表。Chrono24数据显示，Z世代在该平台对卡地亚的消费占比由2018年的1.7%跃升至今年上半年的6.8%；全龄段占比则从2.9%升至5.4%。Subdial估算二手卡地亚价格在3月至10月上涨10%。Vontobel推算卡地亚今年将生产约715,000只腕表，远低于劳力士的120万只，但预计销售额达36亿欧元，1–9月新表销售增长约15%，显著领先劳力士（高个位数增长）与下滑的瑞士表行业。
卡地亚的增长离不开2017年以来的战略调整，包括重启Panthère、Santos与Tank等系列，并通过小型化与传承修复计划吸引年轻用户。入门款Mini钢Panthère售价约3,500英镑，使其与奢侈手袋形成直接替代；卡地亚手表对男女皆具吸引力，销售结构估计为55%男性、45%女性。Kardashian对Love手镯的带动、Chalamet等男性名人佩戴小尺寸款式进一步推动热度。
尽管需求强劲，二级市场近月略显疲软，Chrono24观察到亚洲与北美的正装表需求小幅下降，美国年轻消费者亦受到通胀、学贷与就业压力影响。竞争者已开始反击，劳力士推出1908系列，并借小尺寸彩盘重回正装表领域。若卡地亚欲延续增长，重新推出Swift带火的Santos Demoiselle被视为潜在关键动作。
Cartier’s popularity among Gen Z has surged, driven by Taylor Swift’s rare Santos Demoiselle and a broader shift from large steel sports watches to smaller, dressier gold models. On Chrono24, Gen Z spending share on Cartier rose from 1.7% in 2018 to 6.8% in the first half of this year, while all-age share climbed from 2.9% to 5.4%. Subdial shows secondhand Cartier prices up 10% from March to October. Vontobel estimates Cartier will produce about 715,000 watches in 2025, far fewer than Rolex’s 1.2 million, yet Cartier watch sales are projected to reach €3.6 billion, with January–September sales up roughly 15%, well above Rolex’s high–single-digit growth and a declining Swiss industry.
The boom reflects strategic moves since 2017, including relaunches of the Panthère, Santos and Tank lines, miniaturization, and a repair-and-warranty program that revived older models across generations. Entry-level mini steel Panthères priced around £3,500 make watches substitutes for luxury handbags, while Cartier’s gender-neutral positioning appeals broadly; industry advisers estimate 55% of sales to men and 45% to women. Kardashian-driven Love bracelet visibility and male celebrities like Chalamet wearing small gold models reinforced momentum.
Despite strong growth, recent secondary-market softness has appeared, with slight dips in dress-watch demand in Asia and North America and US young buyers pressured by inflation, student loans and weaker employment. Rivals are responding: Rolex’s 1908 dress line and playful small-size colored dials signal renewed competition. To sustain traction, a revival of the Swift-popularized Santos Demoiselle is widely viewed as a potentially decisive next step.