BRAND STORYDAMAN^AUGUST/SEPTEMBER2019154
BRAND STORYO
ne of the most celebrated family of
timepieces in the world, the legendary
Santos de Cartier collection, has an
origin story quite like any other. It was initially
commissioned in 1904 by Alberto Santos-
Dumont, the legendary Brazilian aviator, who
wanted a watch that he could wear in the
cockpit as he soared in the skies. The resulting
design would eventually become an enduring
icon of Cartier and emphasized the maison’s
forward-thinking nature.
In an era where round pocket watches
reigned supreme, the pure design language
of the Santos de Cartier, its square case withscrews intentionally made available and—most
importantly—the ergonomic strap encouraging
free movement cemented its reputation as a
watch ahead of its time. Quite fitting, one might
say, considering how it was first created for a
man who not only wanted to change the world,
but actually went to do just that.
Last year, the Santos de Cartier watch
underwent a much-anticipated revival with
several new and exciting models introduced to
further expand the collection. Now in 2019,
Santos de Cartier continues its enduring legacy
by adopting one of the sportiest complications:
the chronograph.The Legend Continues
In a way, the addition of a chronograph
model to the Santos de Cartier family feels
natural. Besides designing his own airplanes
and performing risky test flights, Alberto
Santos-Dumont was also known for setting
and breaking numerous aviation records. His
first was in 1906 when he set a new record for
airspeed, covering a distance of 220 meters in
just 21 seconds.
And, of course, chronographs have always
been present when speed records were
established and eventually broken.
The new Santos de Cartier Chronograph
delves deep into its rich heritage and elevates it
into a watch for the 21st century. While instantly
recognizable as a Santos de Cartier watch—it’s
simply that iconic—you would be forgiven
if you couldn’t immediately tell that it had a
chronograph. While the three sub-dials do give
it away, the watch doesn’t sport the classic two-
pusher chronograph configuration.THE SPORTIEST
SANTOS
THIS YEAR, THE SANTOS DE CARTIER
COLLECTION EMBRACES ONE OF THE
MOST BELOVED COMPLICATIONS WITH
THE SANTOS DE CARTIER CHRONOGRAPH