Should I Invest in a Cartier Watch?

If you are considering investing in a new luxury watch, it is crucial to consider not only the brand itself, but also their purpose, values, and lasting resale potential. Cartier watches, which have a French bent but hail from Switzerland, are known for their exquisite craftsmanship and unmatched attention to detail. Celebrities worldwide love these timepieces, and they have become a staple of red carpets during awards season and beyond.

Furthermore, the company has demonstrated a significant commitment to philanthropic efforts and making a difference in the world at large. From the quality of the watches themselves to the company’s heartening mission, Cartier timepieces are both meaningful and memorable.

For investors, consider your long-term goals and ultimate purpose in acquiring a Cartier watch. Are you seeking a classic addition to your formalwear collection, or are you looking for a piece you can wear every day? Are you hoping to resell this watch down the line, or are you searching for an heirloom piece to pass down for generations to come? Whatever your motivations, Cartier timepieces are exquisite components of any serious watch collection. With an illustrious history, numerous A-lister endorsements, and timeless designs, Cartier watches are strong investments.

Louis-François Cartier was born in 1819 in an overcrowded area of Paris. His mother was a washer, and his father was a metal worker. Despite his working-class upbringing, he had a deep fascination with jewelry and diamonds, and he quickly found his footing in this elite world.

In 1847, Louis founded his company after completing a watchmaking apprenticeship under master craftsman Adolphe Picard. He wanted to make his business more attractive for clients by introducing imaginative, novelty jewelry alongside watches. Six years later, he moved his store and expanded to a more upscale and luxurious location.

At first, Louis bought timepieces from other manufacturers and sold them under his name. Eventually, he produced his own with the help of his son, Alfred. Alfred used platinum jewelry throughout the 19th century, which was an incredibly expensive material used by royalty. He was the first jeweler to successfully use the precious material in jewelry-making.

As Cartier expanded, the company always made sure to create pieces inspired by world cultures and enhancing beauty. Louis-François and Alfred worked in tandem to fascinate clients from all the great aristocrats in the world.

King Edward VII of England eventually dubbed Alfred the “King of Jewelers” due to his extensive royal client list. Some of his prominent customers included Princess Mathilde, King Carlos I of Portugal, and King Fouad I of Egypt.

In addition to the brand’s exquisite designs and storied history, many people admire Cartier for its commitment to philanthropic values, including education and sustainability. In the realm of education, the brand has partnered with the CEMS Global Alliance in Management, as well as Quantitative Techniques for Economics and Management.

Cartier also upholds rigid environmental standards. They source raw materials according to strict guidelines. The brand’s leaders have spoken about the importance of improving energy efficiency and protecting the environment. According to Cartier’s previous CEO Cyrille Vigneron, sustainability is critical for luxury. In accordance with these standards, Cartier hopes to preserve resources, foster inclusiveness, and build climate resilience by 2030. The company has even created its own charitable organization, Cartier for Nature, which has a mission of protecting biodiversity and encouraging healthy ecosystems.

If values-based purchasing is important to you, buying Cartier timepieces undoubtedly can help you live into that value. That said, Cartier’s values have certainly not held the company back in achieving its larger financial development goals. In 2020, Forbes ranked Cartier as the 56th most valuable brand in the world. As of 2025, the brand operates nearly 300 stores in 125 different countries.

In 1904, the brand debuted its first square watch. Inspired by a Cartier square pocket watch, the Santos is a flat wristwatch with a square bezel. Cartier designed the watch for his friend, Brazilian aviator Alberto Santos-Dumont. He believed that flying with a pocket watch was very impractical, so he created the first pilot's watch. The Santos hit shelves in 1911, offering a variety of platinum and yellow gold models to the public. It had a gold folding buckle.

There was a decline in square-shaped watches during World War II. Cartier jumped on the luxury sports watch trend in the 1970s. The brand then redesigned and renamed the model to the Santos de Cartier watch in 1978. It had an integrated bracelet and case made of stainless steel, as well as a bimetal version with 18K gold.

The company has upgraded the Santos collection a few times over the years to keep up with modern times. In 2018, the Santos 100 featured an in-house calibre. Whichever Santos you prefer, this model will never go out of style.

The infamous Cartier Tank debuted in 1917. Inspired by the tire tracks of tanks during WWI, it is Cartier’s best-seller. The general public learned about it two years later. Its sophisticated look garnered instant success.

Celebrities such as Robert Downey Jr., Dua Lipa, Rami Malek, and brand ambassador Jake Gyllenhaal have worn Cartier watches. Former First Lady Jackie Kennedy’s Tank watch sold for $379,500 at auction in 2017. It was the most expensive Tank ever sold.

Now, the Cartier Tank comes in many different collections at different price points for everyone to enjoy. The Tank Anglaise features a quartz movement, and the Tank Louis Cartier features a skeleton case. The Tank Americaine has a slight curve to wrap around the wearer’s wrist.

The Tank Francaise features a two-tone bracelet. To round out the list, the Tank MC has a larger case, and the Tank Solo has curved and square angles.

Some Cartier enthusiasts consider the Tank the best unisex watch ever designed. This is largely due to its celebrity clientele and gorgeous craftsmanship. A unisex timepiece is a great investment, especially if you are looking to pass down your timepiece to future generations.

Cartier offers its customers a variety of different women’s watches as well, for those who prefer a more petite silhouette. Miniature watches are very fashionable at the moment, and Cartier has been catering to this timeless trend for years. The Cartier Baignoire offers an attractive silhouette that falls somewhere between watch and bracelet. The unique oval-shaped dial combined with the Roman numeral hour markers and traditional blue sword-shaped hands provide a distinctive, vintage-inspired aesthetic. Celebrities like Elle Fanning and even Bowen Yang have been showing off Baignoire watches on red carpets from Cannes to Manhattan.

With more and more A-listers of all genders opting for Cartier watches, there is no question that a Cartier timepiece makes for a strong investment. Everyone from Taylor Swift to Sebastian Stan to Bad Bunny has found their signature Cartier timepiece. Now, it is time to find yours.

With long waitlists to purchase directly from the manufacturer, shopping for Cartier watches on the secondary market can be the shortcut you need to boost your luxury watch collection. Avi & Co. is always receiving new Cartier timepieces sourced worldwide from reputable vendors and trusted sources. All stones, gems, and diamonds are original factory-set. All timepieces are backed by our two-year warranty and verified authenticity.

Our highly knowledgeable sales team will go the extra mile to help you purchase a Cartier watch. Whether you are in search of the Santos or Ballon Bleu, Avi & Co. will ensure you enhance your watch collection. What sets Avi & Co. apart from others in the watch industry is the quality of service we give. For us, the luxury watch business is not only about selling but also helping you navigate any questions you have during the process and any repairs you need down the line. We stand behind every watch we sell, and we are proud to offer you one of the finest collections of Cartier watches in the nation.

Our Founder and CEO, Avi Hiaeve, says it best: “Anyone who spends a dollar with you, you have to appreciate. It is a happy thing when you have a relationship with the customer directly.”

Here at Avi & Co., we have a broad collection of exquisite Cartier timepieces. We are also a trusted provider of other globally renowned luxury watch brands, including Patek Philipe, Rolex, Audemars Piguet, and Richard Mille. Plus, we have launched three of our very own Avi & Co. watch lines and our bespoke Diamonds by Avi & Co. collection, which showcases fine diamond jewelry that is crafted to impress.

Make an appointment to shop in store with us today at any of our three locations. We cannot wait to give you a warm welcome into our Avi & Co. family.