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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.

May 23, 2018 | By Lynette Kee

Image from Duty Free Magazine

Iconic French brand Cartier collaborates with luxury duty-free retailer DFS toĀ promote the releaseĀ of the new Cartier X DFS Santos de Cartier watchĀ Collection. The exhibition will be showcasing the new collection until the end of MayĀ atĀ TĀ Galleria by DFS outlets in locations including Hong Kong, Macau, Okinawa, Bali, Angkor, Singapore, Guam, San Francisco, Cairns, Sydney, Hawaii and Saipan. TheĀ 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 LEDĀ decorations – which Cartier describesĀ as ā€œharnesses special lighting effects, dynamic aesthetics and contrasting textures, with an emphasis on lacquered black and brushed metal,ā€

Cartier Partners with DFS to Unveil the New Santos Collection

“An embodiment of determination, freedom and comfort,ā€Ā – Louis Cartier

Santos de CartierĀ pays tribute toĀ aviation pioneer Alberto Santos-Dumont, a personal friend of Cartier founder, Louis Cartier. Dating back to 1900, Louis Cartier invented theĀ 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 secondsĀ in year 1904Ā with the help ofĀ Cartier’s new invention. Since then, it hasĀ evolvedĀ ā€œinto an embodiment of determination, freedom and comfort,ā€Ā said Cartier.

Straps for the Santos de Cartier are available in steel, gold, calfskin or alligator skin

WithĀ 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 everyĀ temperature and pressure, exposure to impact and acceleration.

Straps for theĀ Santos de CartierĀ watch are available in steel, 18-carat gold,Ā calfskin or alligator skin, and the watchā€™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

 


 
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