Rolex had its Paul Newman Daytona. Now Cartier has its Taylor Swift Santos.

Why pay ambassadors and influencers anymore? Real customers are much more convincing, especially when it's a pop superstar...
Taylor Swift and her vintage Cartier watch, the best watch influencer on the planet? Without a doubt. In fact, we probably haven't seen such a phenomenon since the Princess of Wales, Kate Middleton, whose every outfit, every accessory, is literally dissected by her fans, before quickly selling out. When Taylor Swift sports a new look, it's the same. A few days ago, the presentation of her new album, The Life of a Showgirl, sparked comments about her yellow gold Cartier Panthère necklace and watch set with diamonds.
This time, the social media announcement of her engagement to her boyfriend, Travis Kelce, had all the makings of a global media maelstrom. “ Your English teacher and your gym teacher are getting married,” she posted on her social media, accompanied by a perfectly shot photoshoot of all-American simplicity. The Polo Ralph Lauren Midi shirt dress and Louis Vuitton sandals she wore in the engagement photos posted online? Sold out thanks to the Swifties. As for the small, yellow gold Cartier Santos Demoiselle watch set with diamonds on her wrist, with its typically French vintage elegance, it quickly broke search records on second-hand watch resale sites, given that it’s a variation of the house’s Art Deco classic from the current collections. It makes you wonder what good ambassadors and influencers, duly and generously paid, are still there…
Paradoxically, alongside her impressive million-dollar ring, adorned with an 8-carat diamond, this watch seems reasonably priced: it can be found (or rather, was found) for around 25,000 euros on specialist sites. But its price is now expected to reach unexpected heights. Which doesn't stop it from already being nicknamed the Cartier Santos Taylor Swift. Being the brand of choice for the most famous woman in the world is the best possible advertisement, since it's spontaneous, for the house on Rue de la Paix.
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