How Cartier Transformed From a Jewelry Marque to the Second Biggest Watch Brand in Just Half a Decade

Once known predominantly as a Paris-based jewelry brand, Cartier has catapulted itself to the pinnacle of the timepiece industry, snagging the prestigious title as the world’s second biggest watch brand in terms of sales. The brand has made a remarkable strides over the past five years, defying market fluctuations and outyacing competitors.

A testament to this is the estimated sales figures from its watch division which in 2025 rose about 10% to cross the horological milestone of CHF 3 billion - a stark increase from its less than CHF 2 billion performance in 2019. Even amid the unpredictable ebb and flow of market demand since the cumbersom impacts of the COVID-19 pandemic, Cartier’s watch division has not merely weathered the turbulent times; it has made impressive strides to outperform the broader market.

But it isn’t just across the counters that Cartier is making waves. The brand is also a sought-after name in the secondary market. According to WatchCharts.com’s Cartier index, prices for preowned models experienced an 8.6% upward trajectory in just a year. Auction results for vintage pieces are significantly more promising, with total sales in 2025 escalating to approximately $523 million, a whopping 43% leap from the previous year.

Fueling its upward trend, Sotheby’s in Hong Kong recently sold a rare 1987 Cartier London Crash for an unprecedented $2 million - setting a new benchmark as the highest auction price for a Cartier wristwatch.

Undoubtedly, Cartier’s ascension in the watch industry is no happenstance. Guided by a clear vision and predicative strategies, Cartier’s leadership is constantly engaging with clients, scrutinizing market developments and ensuring their design and production decisions align with long-term objectives. Cartier’s product design and innovation often outpaces market needs, preceding demand, which is one of the reasons why many of its products have become iconic, admired for their longevity rather than transient trends.

A case in point are the Cartier Santos and Cartier Tank models - both born over century ago yet they continue to hold top positions in the pantheon of Swiss watch icons. Nothing exemplifies Cartier’s mantra better - they are jewelers and watchmakers, but first and foremost, they are forward-thinking merchants.