Photographs: Getty Images, Cartier; Collage: Gabe Conte
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This isn’t the first time Gen Z superstar Jacob Elordi rocked a Cartier Tank in public, and we doubt it’ll be the last.
The Euphoria star, previously spotted wearing a Tank Normale in 18-karat yellow gold, seems to have a soft spot for the iconic dress watch. Though he was once an ambassador for TAG Heuer, it’s the Tank that he’s worn to two separate appearances while promoting Sofia Coppola’s new film Priscilla, in which he plays Elvis. This week, he pulled out yet another beautiful model, a diamond-studded Tank Must, on The Today Show, proving that the moderately sized, slim-wearing watch is alive and well among today’s young collectors.
Unlike the solid-gold Normale, the Tank Must is more of a bare-bones, entry-level model. This particular version, however, adds diamonds to the watch’s famous brancards, turning a somewhat pedestrian reference into a stealthy flex with 42 brilliant-cut stones and a synthetic cabochon crown. Powered by a high-autonomy quartz movement, it might not have the Normale’s horological cachet, but it should certainly appeal to watch lovers both casual and serious—and it’s fairly widely available for $6,850.
In case you missed the Must craze: Back in the 1970s, Cartier released an affordable line of paired-down fare—watches, perfumes, and more—that offered the maison’s class at a more palatable price. These (now vintage) Must de Cartier Tanks used gold vermeil cases and quartz movements, and until recently, could often be had for under $1,000 on online watch exchanges. However, Cartier surprised the watch world back in 2021, relaunching the Must line with a