BTS's V Sells Out a Cartier Watch in a Day… and Even His Chair!

Following his discharge from military service, BTS's V sparks a massive wave of sell-outs: a Cartier watch, book, chair, and keychain fly off online shelves. Looking back at an extraordinary phenomenon. The king is back… and everything disappears. The king is back. And he didn't need a microphone or a stage to break all records.

« Everything V touches turns to gold – literally. Even his reading chair sold out in a matter of hours. »

Following his discharge from military service, BTS's V sparks a massive wave of sell-outs: a Cartier watch, book, chair, and keychain fly off online shelves. Looking back at an extraordinary phenomenon.

The king is back… and everything disappears

The king is back. And he didn't need a microphone or a stage to break all records. Barely released from his military duties on June 10, 2025, BTS's V simply shared a photo of himself, sitting peacefully with a book in hand… and that was enough to sell a $13,500 Cartier watch, approximately €12,300 (rounded), a book, a keychain, and even his chair. Welcome to the world of Kim Taehyung, where every detail becomes an object of cult worship.

Cartier watch: selling out without a campaign

In this famous photo, V is wearing a Santos-Dumont by Cartier, a classic rose gold watch. No official announcement, no advertising contract. Just him, in a moment of calm. The result? Immediate out-of-stock status across several luxury watch websites.

This model, which costs around $13,500, had already been associated with V in the Panthère de Cartier campaign in July 2023, when he was named global ambassador for the French luxury house. Back then, he embodied the feline power and instinctive elegance of the Panthère de Cartier, joining a lineage of icons like Ella Balinska and Blackpink’s Jisoo.

Book: an instant success

In the same photo, V is immersed in reading the book I Want to Die but I Want to Eat Tteokbokki by Baek Sehee. The result? The book climbed sales rankings on Korean platforms like Yes24 and Kyobo, as well as internationally.

This is the second time V has boosted the visibility of this psychological essay, following an initial wave of popularity in 2022.

An ordinary chair… turned collector's item

The most unusual detail? The chair V is sitting on. A simple light wood and black steel minimalist chair was identified by fans… and sold out within the day. No designer signature, no visible logo, but a colossal symbolic value: "if V uses it, it must be good".

Even the keychain gets the treatment

On the table, a figurative keychain inspired by a manga character can be spotted. Within hours, fans identified the exact model. And just like the rest of the items, it vanished from online stock.

A 10-euro item? Maybe. But worn by V? It becomes a collector's treasure.

The V effect: when the everyday becomes iconic

What makes this phenomenon unique is that it relies on no marketing campaign. No sponsors, no promos. Just V's natural aura, his understated aesthetic, and an extremely dedicated fanbase.

« When V wears something, it goes viral without him even knowing it. That is what a true cultural ambassador is. » – Anonymous stylist, Harper’s Bazaar Korea

His influence transcends networks and codes. It takes only an ordinary moment, naturally captured, to trigger a commercial tidal wave.

Summary: everything he touches sells out

Cartier and V: A Natural Alliance

Since July 2023, V has been one of the iconic faces of the Cartier house, notably for the legendary Panthère de Cartier campaign. His unique charisma and natural elegance perfectly embody the bold and free spirit of this jewelry and watch line.

More than just an ambassador, V influences trends and breathes a fresh wind into the maison, at the crossroads of French jewelry tradition and Korean modernity. This collaboration manifests not only in high-profile visual campaigns but also in the overwhelming demand for pieces associated with his image—a true "Panthère V" effect that multiplies Cartier's aura.

And today, what is BTS's V up to?

Since his discharge from military service, Kim Taehyung has been diving into multiple projects. He is actively working on the follow-up to his solo album Layover, released in September 2023, which won over critics with its jazzy and melancholic vibe.

At the same time, he continues to represent Cartier in prestigious campaigns and remains highly present in the fashion world. Noteworthy appearances during Fashion Weeks and magazine covers testify to his status as a global icon.

Rumors also point to a potential upcoming acting project, a possibility already hinted at before his military enlistment. Nothing is confirmed, but V's aura continues to open every door.

« It is rare for an artist to combine music, fashion, and mystery so naturally. V is one of the last to embody all of this effortlessly. » – K-pop industry observer