foversta's report from the 2018 Cartier Santos launch party in Paris offers a rare glimpse into a high-profile industry event and the strategic unveiling of a key collection. His detailed account, complete with exclusive imagery, provides invaluable context for understanding Cartier's approach to brand experience and product introduction. This retrospective look highlights how Cartier positioned the Santos for a new generation while honoring its heritage.
Thanks to the team of the Cartier boutique of Paris Opéra, I could attend the event dedicated to the new Santos collection which took place in another Cartier boutique of Paris: the one located on the Champs-Elysées.
Actually, I was very happy to be invited for several reasons. The first one obviously to attend the event by itself: there is a kind of Cartier Know how when it comes to this type of party. Second reason to spend the evening inside the Champs-Elysées boutique. I don't go there very often, it is a bit too off-centered for me but I was excited to visit it again two years after the re-opening after the renovation works. And of course, the last reason was to see again the pieces from the new Santos collection which was unveiled during the last SIHH.
Let's discover the pictures!
The main entrance of the boutique, located on the Champs-Elysées and very close to the Arc de Triomphe:
The boutique is housed in a beautiful building:
The party is about to start, I'm already inside the boutique!
The leaflet on the foreground is the list of cocktails available created by the barmen from the Le Syndicat. But I will come back on this point later...
The impressive decoration of the boutique:
One animation in a boutique corner was dedicated to the new Santos design wih the presence of the designer himself. I could discover some sketches of Santos Dumont who inspired the atmosphere of the watch. It is above all a matter of style and elegance.
The new Santos is a watch with a clear aim: to make the life of its owner easier. It is the reason why it features strap change and link removal systems. But it is not only a question of straps and bracelets. The case was redesigned to make the watch more refined.
This is the large version which is easily recognizable due to the presence of the date window:
We haven't spoken a lot about the movement but it is important to highlight the fact that the 3 hand versions feature an enhanced version of the in-house movement 1847. Enhanced, what does it mean? The chronometric setting were improved and the protection against the magnetic fields was reinforced. I would like to mention that the different watches of the collection offer a water resistance of 100m.
The sketch below describes the work on the case of the Santos. You can notice that a focus was made to make it as slender as possible.
My fav watch of the collection is the Santos Skeleton powered by the movement 9611MC movement. So we find again a know movement, used previously in different skeleton watches by Cartier. I love the design of the watch and since it is available in stainless-steel, its price becomes very fair and I would say: affordable even if I don't like to use this word...
The party is on!
The classy decoration of the boutique:
Do you see the book on the left? Its title is Cartier en mouvement. And I think it is a great title since the brand is moving a lot with its strategy based on two pillars: more icons and more products dedicated to women. During the last months, we saw: the relaunch of the Panthere collection, the new Tank Louis Cartier and the new Santos. Clearly, Cartier is focusing on its own references, is reducing its high-horology activity and it is a good decision imho.
This is a kind of private corner dedicated to more discreet purchases...
Of course, the Cartier Panther always welcomes the guests and clients!
Music is playing!
The details of the decoration of the boutique:
Another animation led by the French bloggers Les Rhabilleurs was dedicated to the test of the SS medium and large versions with the ability to change the straps and bracelets. The Guests could appreciate how easy is the change system. The design of the watches is highly impacted by switching between the straps and the bracelets.
I have to confess that I much prefer the Medium size: due to its proportions and the removal of the date window, this watch has clearly my preference. It is very elegant even with the bracelet.
The details of the Santos bracelet:
And the clasp which is very well integrated:
The large version and its date window.
The double wristshots picture! I couldn't miss it!
Night was falling but the guests were still enjoying the great organisation of the party:
With the Cartier team with the Santos on my wrist:
With Yuta, from the Cartier Paris Opéra team:
Now, let's focus on a very important part of a successful party: the cocktails.
The two very gifted barmen prepared delicious drinks...
Delicious and really nice to see! I almost had a trouble to drink such well presented glass!
But the true masterpiece was the amazing lemon cocktail with the cinnamon Cartier logo on top!
It is the reason why I was so happy! Have you ever seen such a beautiful glasscontent before?
The music was still playing...
But it was time to leave the party and to walk a bit on the Champs-Elysées. The picture with the Cartier Grooms is obviously mandatory!
I would like to thank a lot the Cartier team for the perfect organization of the event and the Cartier team of the Paris Opéra boutique for the invitation.
I will come back to the Santos pieces later with better pics taken during the last SIHH.
Fx
This message has been edited by MTF on 2018-04-22 22:24:59 
