Why This Iconic 50-Year-Old Bracelet Is Still as Popular as Ever

Welcome to our new series Survival of the Chicest. Here, we’ll look at the worlds most iconic fashion items—from Chanel pumps to the Breton top, charting their rise to fashion fame and decoding their allure. Ultimately, well be investigating what it is thats made them so popular and allowed them to stand the test of time. Today, were looking at the Cartier Love bracelet and how it continues to appear on the arms of every fashion editor, celebrity and influencer.

You might not realise it (thanks to its small size), but you’re never far away from a Cartier Love bracelet. First created nearly 50 years ago, it’s still as popular as ever and holding its place as one of the most sought-after luxury items in the world. In fact, the desire is increasing: According to Google Trends, over the past five years, the term “Cartier Love bracelet” has steadily been building, with its most recent spike happening this past December (hi, gifting season). So what gives this item its continued success?
As of last September, the analysts at Interbrand ranked Cartier as one of the best global brands in the world, with the company’s Love bracelets keeping it relevant to new audiences. What a host of celebrities, both young and old, often spotted wearing a stack of them, it’s easy to see why they remain popular among a spectrum of buyers even when the bangle comes with a price tag of £3k and up. If you’re looking to make an investment for the future, this could be a hot-ticket: Many vintage and pre-loved styles look like they increase in value, with styles on Vestiaire Collective right now hitting well above the £7k mark. Be sure to make you a buy second-hand version complete with the screwdriver, certificate and invoice of purchase. And an original case wouldn’t go amiss either…. But is there more to this iconic piece of jewellery that has given it such perennial popularity? To understand how and why it’s become such a hit, keep scrolling.
There are other romantic lores that surround the iconic piece of jewellery. When the item was first launched, the brand apparently only sold them to couples (who would gift each other their screwdrivers). Cartier also gifted high-profile couples, such as Elizabeth Taylor and Richard Burton, and Ali McGraw and Steve McQueen, but the widespread fervour for this one item in modern times was summed up when Vogue reported that NYC hospitals had to keep one of the screwdrivers handy just in case they needed to remove one of the bracelets from a patient.
“I rarely use the word ‘lust,’ but that is how I feel about this 2 in 1 @cartier love bracelet. How dingy and sad does my single bangle look next to diamondy two toned goodness…”
The range has been so popular over the years that you’ll find the Love range extends to other types of jewellery, including earrings, rings, necklaces and also timepieces. Some stay true to the all-metal original whilst others mix hues and feature precious stones. Because what could be better than a Love bangle than a Love bangle studded with diamonds, darling? Many Cartier fans have invested for a second time with the brand’s more recent bangle offering, the Juste Un Clu (which translates as “just one nail”). Pictured aboved alongside the Love bangle, Clu is an industrial-looking curved “nail” rendered in gold. 
Next up, why a Birkin bag costs so much.