With a functional and elegant design, the Santos de Cartier watch was first developed in 1904. The latest interpretation of the square-face timepiece, which features an interchangeable leather strap and bracelet, was unveiled in Geneva in January.
During this year’s Salon International de la Haute Horlogerie (SIHH) in Geneva, ‘Haute Joaillier’ and watchmaker Cartier unveiled its new Santos de Cartier timepiece. Speaking of the piece, the brand said during its presentation that “…there is a love story in the world with the Santos” and it looks like that love story is set to continue thanks to the unveiling of the brand’s newest campaign face.
American actor Jake Gyllenhaal has been revealed the new face of Santos de Cartier and, his appointment is particularly momentous seeing as the actor is the first celebrity face of the French Maison.
The Brokeback Mountain star is to appear in a commercial for the Santos watch, which is to stream online and in movie theatres later this spring. This will be the first Cartier advertisement to feature a well-known name. It will also be one of Gyllenhaal’s few official brand endorsements. Back in 2017, the 37-year old actor and producer became a Calvin Klein ambassador and appeared as a caring father alongside model Liya Kebede in a black-and-white commercial shot by Cary Fukunaga for the company’s Eternity fragrance
In a statement, the brand said that Jake ’embodies the Santos de Cartier man. A man who commits utterly and does nothing by halves. A man who defines fearless as honest and true to himself. Jake Gyllenhaal reveals a new side to his talent with every film, performing a wide variety of roles. Cartier was drawn to his invincible style and fearless spirit’.
The man who inspired the original Santos was Brazilian aviator Alberto Santos-Dumont. In 1904, Louis Cartier created the wrist watch for his friend so that he could easily tell the time while flying. Ever since, the timepiece has become a mainstay in Cartier’s collection, evolving over time but retaining its glorified spot next to other historic creations like the Tank, Tortue, Pasha and Panthere.
An enduring style in Cartier’s horological offering, the Santos de Cartier has been updated for 2018 with a new QuickSwitch function that allows wearers to easily switch between metal and leather bracelets (of which there are 17 colours to choose from) to personalise the watch to your look.
The campaign was shoot by Matthew Brookes. Jake will appear in a film advertisement for the piece which is due to be released this spring.