| Category | |
|---|---|
| Awareness | 73.0% |
| Popularity | 34.0% |
| Ownership | 16.0% |
| Loyalty | 12.0% |
| Buzz | 23.0% |
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 85 percent among Baby Boomers. While the popularity KPIs score closer to each other when comparing between generations, ownership share, brand loyalty, an media buzz show a different picture, each peaking among Gen Z and Millennials.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 73.0% | 67.0% | 69.0% | 81.0% | 85.0% |
| Popularity | 34.0% | 31.0% | 34.0% | 39.0% | 30.0% |
| Ownership | 16.0% | 17.0% | 18.0% | 16.0% | 10.0% |
| Loyalty | 12.0% | 13.0% | 14.0% | 11.0% | 7.0% |
| Buzz | 23.0% | 30.0% | 26.0% | 18.0% | 10.0% |
Life values
Success is a tank
When surveying Cartier owners on the three most crucial aspects of life, 48 percent prioritize a happy relationship, followed by success. 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. While U.S. Americans, who do not own Cartier jewelry, are more likely to place a high importance on an honest and respectable life the reverse can be said for success.
Published September 24, 2024
| Category | Total | Cartier owner | Non-owner |
|---|---|---|---|
| A happy relationship | 51.0% | 48.0% | 52.0% |
| An honest and respectable life | 48.0% | 39.0% | 49.0% |
| Safety and security | 38.0% | 39.0% | 38.0% |
| To be successful | 37.0% | 45.0% | 36.0% |
| Having a good time | 31.0% | 31.0% | 31.0% |
| Making my own decisions | 29.0% | 26.0% | 30.0% |
| Learning new things | 27.0% | 30.0% | 27.0% |
| Advancing my career | 14.0% | 19.0% | 13.0% |
| Traditions | 13.0% | 13.0% | 14.0% |
| Social justice | 10.0% | 10.0% | 10.0% |
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