Jewelry brands

Cartier brand profile in the U.S.

Cartier reaches an impressive brand awareness among U.S. jewelry owners. The luxury brand is more recognized among older consumers, while it reaches more Gen Z and Millennial jewelry owners via the media, social media, and advertising.
Cartier was founded in Paris in 1847 and established itself as a manufacturer of watches and clocks. Today, the brand is considered one of the top luxury jewelry brands both in the U.S. and worldwide.

Brand KPI profile

Cartier impresses with a buzz

Cartier manages to reach a more than solid brand awareness among U.S. jewelry owners, with every third consumer in that audience liking the brand. Understandably, ownership is a bit lower for a luxury brand like Cartier, while the buzz KPI is again impressive. Over 20 percent of jewelry owners in the U.S. had noticed Cartier in the media or in advertising in the past 3 months before the survey.

Generations

Ownership share of Cartier jewelry is highest among Millennials

Brand awareness of Cartier among U.S. jewelry owners increases with their age, reaching an impressive 91 percent among Baby Boomers. While the popularity KPIs look similar when comparing between generations, ownership share, brand loyalty, an media buzz show a different picture, each peaking among Gen Z and Millennials.

Life values

Success is a tank

When surveying Cartier owners on the three most crucial aspects of life, 51 percent prioritize success, followed by a happy relationship, and safety and security. Compared to Cartier non-customers, the two main differences can be observed in the importance placed on success, and leading an honest and respectable life.

Published December 19, 2023

Brand KPI deep dive