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

by Elinor Block

You might not realise it (thanks to its demure size), but you’re never far away from a Cartier Love bracelet. First created over 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. Plenty of celebrities and influencers own the classic band, from the likes of Kylie Jenner to Meghan Markle and Prince Harry. The Sussexes even showed off their matching bracelets back in September 2020 in a video for TIME magazine, and now bangle is continuing to grow in popularity as searches peaked this passed December (hello, gifting season). It's probably no coincidence that high-end retailers have seen a spike in fine jewellery this past year.

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A couple of years ago, 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 £4k 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…

Cartier Love bracelet: woman wearing a stack of Cartier bangles during fashion week

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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.

When you start delving into the world of the Cartier Love bracelet, you realise it’s surrounded by legend. When originally designed in 1969, it was thought to have been inspired by the chastity belt. To this day, to get it on and off, you have to use a screwdriver. “What modern people want are love symbols that look semipermanent—or at least, require a trick to remove. After all, love symbols should suggest an everlasting quality,” said Cartier’s Aldo Cipullo at the time of its creation. Cartier even created a YouTube tutorial to help the fastening and unfastening process be that little bit easier.

Cartier Love bracelet: Sarah Jessica Parker attending a Cartier party in 2006

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Getty Images PICTURED: Sarah Jessica Parker wearing a Cartier Love bangle in 2006.

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.

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Getty Images PICTURED: Eva Chen wearing Cartier bracelet

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@kyliejenner

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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 above alongside the Love bangle, Clu is an industrial-looking curved "nail" rendered in gold.