Cartier Welcomes Another Big Asian Celebrity To Its Endorsement Portfolio

French luxury jewellery brand Cartier is the next one to join the K-pop bandwagon as it linked up with BTS member V.?

The brand endorsement deal will see V, whose real moniker is Kim Taehyung, as their latest celebrity brand ambassador and the face of its Panthere de Cartier campaign.?

In V’s first campaign for Cartier, the South Korean idol who was chosen for representing “the same creative spirit and magnetic gaze as the?panther” showcases pieces from the iconic Panthere jewellery collection.??

Apart from V, the likes of Blackpink’s Jisoo, Deepika Padukone, Gong Li and Jackson Wang, have all been on the books as Cartier’s celebrity ambassadors from Asia.

According to ASN data, Cartier has squeaked into the Top 10 for its category (3.7%, ~US$4.4m) since Q420, however, the maison’s quarterly spends since Q322, has been in the US$119k to US$304k range, below the average quarterly figure of US$379k. It solely focuses on non-sport celebrity endorsements in the Asian market.?

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This article was first published in ASN's July 2023 no. 2 newswire.