Chanel, Rolex Followed... Cartier Targets MZ with 'Tangmeo' Open Run

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[Asia Economy Reporter Jeon Jinyoung] “You have to run as soon as the department store doors open.”

This is the message shared by people participating in the Cartier open-run, following Chanel and Rolex. Recently, at department stores where luxury goods frequently arrive, lines have formed for the so-called 'Tank Must' purchase. The scarcity due to limited supply and the classic sensibility have properly stimulated the consumption psychology of the MZ generation (Millennials + Generation Z).

According to the industry on the 13th, the Cartier Tank Must is priced at 3.27 million KRW for the leather small size and 3.73 million KRW for the steel version. Compared to Rolex models priced in the tens of millions of KRW, it is relatively affordable, making it a ‘wishlist’ item for beginners. The timeless classic design also perfectly targets the MZ generation’s preference for 'retro.' However, since its release in the second half of last year, the supply has been limited, and as small quantities began to be released at each branch earlier this year, the open-run started. Even so, because the quantity varies by branch, a ‘scarcity phenomenon’ still persists. Among buyers, there is talk that “you need to be within the top five in the open-run to have a chance to buy it.”

Moreover, rumors of discontinuation and price increases in May have further fueled purchases. Some communities started circulating stories that the Tank Must would be discontinued like the ‘Tank Solo’ model. Then, rumors spread that prices would be raised in line with the May wedding season, causing the lines to grow even longer. The watch’s value has also risen, with resellers currently adding premiums of over 1 million KRW, selling it for more than 4 million KRW. In the case of overseas purchasing agents, including shipping and taxes, it is sold around 4.8 million KRW, but inquiries to buy it this way continue to pour in.

However, Cartier has stated that the ‘discontinuation’ and ‘price increase’ rumors are groundless. A store official said, “We have not received any official notice from headquarters regarding the May price increase or discontinuation,” adding, “The Tank Must series has never had a large supply since its launch, so the open-run seems to be ongoing.”

A Cartier representative also said, “The May discontinuation rumors originated mainly from some communities,” and “There has been no official decision from headquarters.”

This content was produced with the assistance of AI translation services.