Taylor Swift’s Engagement Sparks Interest in Gold Watches

By Victoria Gomelsky | September 03, 2025

Taylor Swift’s super-sized antique diamond ring may have won the internet last week when she and fiancé Travis Kelce announced their engagement on Instagram, but it’s her much more attainable (though still quite pricey) yellow gold diamond-set Cartier Santos Demoiselle wristwatch that is poised to sway the masses.

At SwissWatchExpo, a pre-owned marketplace in Atlanta, the exact same small-sized, quartz-powered Cartier model as Swift’s, which the watchmaker discontinued some years ago, sold on the day of the engagement announcement for $17,160. CEO Eugene Tutunikov anticipates more Swifties will flock to secondary channels to get the look.

While die-hard fans may not want to deviate from Cartier, other brands, including Piaget and Rolex, make similar styles—round and shaped pieces on gold bracelets in teeny-tiny cases (Swift’s watch measures just 20 mm x 20 mm)—that are bound to rise in popularity once prospective buyers realize the Santos Demoiselle may soon be out of their budget.

*Cartier Ellipse Watch in 26 mm yellow gold case with diamonds, $13,960; SwissWatchExpo*

The little known Cartier Ellipse, an oval-shape model introduced in 1973, and a strong second-choice contender, is currently available on SwissWatchExpo in a 26 mm yellow gold case for $13,960.

*Piaget Polo watch in 23 mm yellow gold case, $9,695; SwissWatchExpo*

Other backups to consider should you have clients clamoring for a “Taylor Swift Cartier” include the ever-popular Piaget Polo, especially in its iconic yellow gold sheath. Emblematic of 1980s style, the piece—with a fetching mother-of-pearl dial—is trading on SwissWatchExpo for $9,695.

There’s no going wrong with the Rolex Pearlmaster. Available for $15,320, in a 29 mm yellow gold case flush with diamonds, the piece is already a legend in its own right.

Whether fans gravitate toward Cartier, Piaget, or Rolex, the takeaway is clear: Celebrity style continues to be one of the strongest drivers of demand in the luxury market. For jewelers and watch dealers alike, the “Taylor Swift effect” isn’t just a headline—it’s a sales forecast.

Top: Taylor Swift wore a small-sized Cartier Santos Demoiselle watch in the engagement photos seen around the world. (Photos courtesy of SwissWatchExpo)