Cartier Partners with DFS to Unveil the New Santos Collection
Iconic French watchmaking brand Cartier collaborates with luxury duty-free retailer DFS with a video campaign featuring Chinese artist Deng Chao to promote the release of the new Cartier X DFS Santos de Cartier watch Collection.
Image from Duty Free Magazine
Iconic French brand Cartier collaborates with luxury duty-free retailer DFS to promote the release of the new Cartier X DFS Santos de Cartier watch Collection. The exhibition will be showcasing the new collection until the end of May at T Galleria by DFS outlets in locations including Hong Kong, Macau, Okinawa, Bali, Angkor, Singapore, Guam, San Francisco, Cairns, Sydney, Hawaii and Saipan. The exhibition features two rooms with an open concept, one of which will showcase the Santos de Cartier collection and the other is a futuristic digital exhibition of data hub lit by LED decorations – which Cartier describes as “harnesses special lighting effects, dynamic aesthetics and contrasting textures, with an emphasis on lacquered black and brushed metal,”
Cartier Partners with DFS to Unveil the New Santos Collection
“An embodiment of determination, freedom and comfort,” – Louis Cartier
Santos de Cartier pays tribute to aviation pioneer Alberto Santos-Dumont, a personal friend of Cartier founder, Louis Cartier. Dating back to 1900, Louis Cartier invented the first ever purpose-designed wristwatch when his aviator friend encountered difficulty checking the time on his pocket-watch mid-flight. Aided by the newly minted wristwatch, Santos-Dumont was eventually able to set a personal flight record of 220 meters in 21 seconds in year 1904 with the help of Cartier’s new invention. Since then, it has evolved “into an embodiment of determination, freedom and comfort,” said Cartier.
Straps for the Santos de Cartier are available in steel, gold, calfskin or alligator skin
With such a rich story deeply rooted in the history of these timepieces, we can hardly expect anything less from the extraordinary collection. Each Santos de Cartier is meticulously assembled and calibrated by Cartier’s workshop to meet the needs required for every temperature and pressure, exposure to impact and acceleration.
Straps for the Santos de Cartier watch are available in steel, 18-carat gold, calfskin or alligator skin, and the watch’s QuickSwitch system enable all versions to be easily interchangeable with simply a click of a button.
Cartier X DFS Santos de Cartier Video Campaign
