How Cartier Ascended to Become the Second Largest Watch Brand

Over the past five years, few Swiss-made watch brands have matched the performance of Cartier. Known primarily as a Paris-based jewellery brand, Cartier’s watch division has ascended rapidly, according to estimates by analyst giants Vontobel and Morgan Stanley. Having grown nearly 50% from CHF 2 billion in 2019 to over CHF 3 billion in sales in 2025, the brand now ranks second in the watch market.

In addition to its impressive sales growth, the performance of Cartier’s watches relative to the broader market has been remarkable. Through the ups and downs of a post-covid economy, the brand has managed to outpace the market while remaining surprisingly accessible. Maintaining an average price point of CHF 6,000 per watch and implementing less price increases than most competitors, Cartier’s watches stand among the few affordable yet high-volume luxury brands favoured by mainstream and younger consumers.

Cartier’s strategy isn’t simply reactive to short-term market shifts. Rather, it’s methodical as the brand anticipates demands, improvements, and potential trends to build iconic watches that stand the test of time. The brand’s impressive performance highlights its diligence in understanding market needs and penchant for innovative, ahead-of-the-curve designs. In a Morgan Stanley report ranking iconic Swiss watches, the Cartier Santos from over 120 years ago and the Cartier Tank dating over a century top the list, demonstrating the brand’s legacy and reach.