It’s a trend that your IE editor noted during his time as a pawnbroker’s assistant and running a small jewellery shop; BAME consumers tend to rate Cartier watches as high, if not higher than the average Rolex, in terms of luxury statement or lifestyle value.
So much regarding the desirability of luxury watches is about image, not technical features related to the movements, dials, or chrono/worldtimer features. It’s a fact that most 5K-60K watch buyers – of any demographic – don’t understand the intricacies of what they are buying, no disrespect, but what matters is impressing a clique of other envious, and poorer, fellow designer fans.
Cartier has gang related kudos that an Omega, Breguet or IWC lacks in certain circles and that makes some Cartier watches a prime target for copying, and theft. As Britain has embraced diversity a more diverse consumer audience wants Cartier as a status symbol, not old white guy brands like TAG, Longines or Omega.
One other fact your editor noted was that women generally point blank refuse a used watch as a gift, except for Rolex of Cartier. That in itself creates a 1-3K secondary market segment that doesn’t exist for ladies Omega, Gucci, Breitling or even Patek watches. If you understand the human nature behind desire and which brands offer women some perceived superiority over their rivals, then you begin to understand theft risks. Just saying.
Here’s some analysis from The Watch Register;
New analysis from The Watch Register, which holds the world’s largest and most established international database of lost and stolen luxury watches, reveals a resurgence in the Cartier brand popularity amongst collectors and the criminal community alike.
While Rolex continues to dominate the luxury watch market accounting for 43% of all stolen watch reports, for the first time last year Cartier moved three places up the ranking to the number two spot of luxury brands most commonly reported on the global database as lost or stolen, overtaking other brands such as Breitling, Tag Heuer and Omega.
The French watch brand, worn by actors such as Angelina Jolie and royalty such as the Duchess of Cambridge, represented 6% of new registrations in 2024, mirroring the brand’s growing popularity and demand.
Ranking of brands registered as lost or stolen per year
Ranking 2022 2023 2024
1 Rolex Rolex Rolex
2 Tag Heuer Tag Heuer Cartier
3 Omega Omega Tag Heuer
4 Breitling Breitling Omega
5 Cartier Cartier Breitling
6 Patek Philippe Patek Philippe Patek Philippe
7 Audemars Piguet Audemars Piguet Audemars Piguet
8 Richard Mille Richard Mille Richard Mille
Cartier’s growing appeal is also reflected in the number of lost and stolen Cartier watches identified through The Watch Register’s global search operations. Since 2020, The Watch Register team has seen an 800% increase in the match rate for Cartier watches. This further highlights Cartier’s rising status as a brand that holds its value, making it an attractive alternative for Rolex collectors.
Katya Hills, Managing Director at The Watch Register, commented: “Our analysis shows that Rolex remains the dominant force in the luxury watch industry, both in terms of consumer desirability and attractiveness to thieves. However, the increasing popularity of Cartier in our database also reflects a shifting trend in consumer interest, with the growing number of Cartier recovery cases and theft reports demonstrating its rising appeal.
“The high value of other brands that appear in the ranking, such as Richard Mille, Patek Philippe and Audemars Piguet, serves as a reminder of why collectors must remain vigilant in protecting their assets. As criminals continue to be allured by the financial rewards of the luxury watch market, we urge collectors to heed the times and choose wisely where and when to wear their watches. In the current climate, owners should keep their watches entirely hidden from sight when in public spaces, record the serial numbers of their watches and take out adequate insurance.”
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