{
  "id": 9999323,
  "title": "How social media remade the luxury watch market",
  "url": "https://urgent.news/2026/09/26/how-social-media-remade-the-luxury-watch-market",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-09-26T14:00:00.000Z",
  "source": {
    "name": "Fortune",
    "slug": "fortune",
    "url": "https://fortune.com/2026/09/26/how-social-media-is-changing-the-rare-watch-market-instagram-tiktok-watch-collecting/"
  },
  "original_language": "en",
  "account": "In 1900, a Brazilian aviator and a French jeweler met at Maxim’s, a Parisian club for the elite. The conversation turned to the practicality of telling time on a pocket watch while piloting an airship. Louis Cartier, the jeweler, proposed a solution: a wristwatch. In 1911, Cartier debuted the Santos, a delicate, square-faced watch that could be worn on the wrist instead of in a pocket. Today, Cartier produces various versions, ranging from subtle to extravagant, with some fetching high prices at auctions. Tom Collins, owner of the Wrist Watcher Ltd., a vintage watch dealer, is a fan of Cartier and often showcases rare watches on his Instagram account. Collins acquired a two-tone Santos Carrée model in 1978, a significant design and mechanical innovation for Cartier. The Carrée's chunky, sporty silhouette, squared face, exposed screws, and stainless steel and 18-karat gold bracelet showcase Cartier's ability to blend classic style with modern functionality. Collins believes that social media has become a crucial platform for luxury watch brands to reach younger audiences and build communities. He explains that luxury watch brands have traditionally ignored e-commerce, allowing secondary markets to thrive. However, social media has changed the landscape, making it easier for consumers to discover and purchase luxury watches.",
  "summary": "A new generation of younger collectors are discovering vintage Cartiers, Pateks, and Vacherons online.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}