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On September 11, 2024, Korea JoongAng Daily reported that BTS' Taehyung had a significant impact on Cartier's soaring sales despite the brand raising prices on its most popular items. Taehyung, who became a brand ambassador for Cartier in July 2023, was featured in W Korea’s FRI(END)S live performance video.
The Love Me Again singer was styled in Cartier’s gold jewelry and watch. His association with the luxury brand has proven to be a major factor in boosting the brand's popularity.
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Cartier, known for its luxury jewelry and watches, recorded its highest-ever annual revenue of 1.5 trillion won ($1.1 billion) from April 2023 to March 2024, a period when V served as the brand ambassador.
This impressive growth was observed despite price hikes in some of Cartier's best-selling items like Love Rings and Tank watches. Fans have credited V's influence for driving such record-breaking sales. A user on X commented on Taehyung's impact and wrote:
"Now that's real impact. Taehyung things."
"That’s what you called TAE IMPACT! His influence is not only limited to music but also in the fashion industry. Taehyung is indeed a gem as a brand ambassador! He represents all his endorsements so well," another user on X commented.
"Kim Taehyung impact! He looks so good with any jewelry. I never seen any man look so good with jewelry than Taehyung," a fan gushed.
"WOOOOOOOOOOOOW HIS POWER AND IMPACT IS NO JOKE," another fan excliamed.
Others suggested that Cartier should feature the BTS member's face on billboards to highlight his role as their ambassador.
"I hope Cartier will put huge billboards of Taehyung and their jewelry in different cities. I know its not their usual style of advertisement but it would be nice to brag about their ambassador," a fan mentioned.
"Kim Tae-hyung redefined what being an Ambassador is about by it's effect to the bottom line $$. I have not seen or heard of any other ambassador for a luxury brand providing the same impact," another user wrote.
More about BTS' Taehyung's global impact
The Singularity singer is often called 'Sold Out King' by fans due to his ability to drive sales of products he promotes, whether intentionally or not.
In March 2023, when V appeared in CELINE X Elle Korea's April issue, dressed in CELINE’s Spring 2023 Menswear collection, fans rushed to buy the same outfits. The overwhelming surge in traffic reportedly caused the CELINE website to crash for hours.
A similar event occurred when Taehyung was announced as Cartier’s new brand ambassador. A necklace, worth $ 26,700, featured in his campaign photos was sold out within minutes.
His impact isn’t limited to fashion. Taehyung recently made a guest appearance on his bandmates Jungkook and Jimin’s travel show Are You Sure?! In one episode, he was seen riding a yellow Vespa LX 125 scooter, which quickly went out of stock in multiple locations.
Additionally, in the third episode, he was spotted wearing a T-shirt from The North Face, which was soon sold out across Korea and internationally on the brand’s website.
The idol is currently serving in the military since December 2023. His discharge date is expected to be June 10, 2025.
