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Agenda-setting intelligence, analysis and advice for the global fashion community.

Opinion: Cartier Is Becoming Gen Z’s Rolex With Help from Taylor Swift

Young buyers are increasingly opting for smaller, dressier timepieces, boosting Cartier-owner Richemont’s sales, says Andrea Felsted.
Taylor Swift wears the rare gold and diamond Cartier Santos Demoiselle watch in her engagement photos.
Taylor Swift wears the rare gold and diamond Cartier Santos Demoiselle watch in her engagement photos. (Taylor Swift via Instagram)

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Further Reading

Can Richemont Keep Up Its Winning Streak?

The Cartier owner has been luxury’s most dynamic conglomerate in recent years. But tariffs, high gold prices and a softening US market pose challenges. Plus, Burberry’s moment of truth and a preview of Paris Photo.

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