Cartier SIHH 2018: Santos and Drive

foversta · 2018-01-17T09:23:59Z

Foversta reports live from SIHH 2018 on Cartier's new releases, including the Santos and Drive, highlighting a strategic shift towards accessible pricing and innovative strap change systems.

Foversta's live report from SIHH 2018 captures Cartier's strategic shift towards more accessible pricing and a return to classic designs, notably the reintroduction of the Santos. This article is essential for understanding Cartier's market positioning and product strategy during this period. Foversta highlights key releases and innovations, providing valuable insights for collectors and industry observers.

Cartier is the symbol of a true market trend: the come back of more realistic prices. Can you imagine that the Santos Skeleton in steel is available at a price of around 25,000 euros? That the Drive in steel with the handwind movement at a price of 5.400 euros?

The event this year is the come back of Santos but some very appealing pieces in higher segments were unveiled too. But obviously the focus is not in the high end segment anymore: back to classics could be a good summary of Cartier strategy.

Please note that the Santos features a clever strap bracelet change system which also allows to easily remove links.

Key Points from the Discussion

Cartier's strategy at SIHH 2018 focused on more realistic pricing, exemplified by the steel Santos Skeleton at around 25,000 euros and the steel Drive with a hand-wound movement at 5,400 euros, marking a return to classics.
The reintroduction of the Santos, featuring a clever quick strap/bracelet change system that also allows for easy link removal, is a significant highlight, building on initiatives seen in previous Tank and Ronde models.
The availability of right-sized options for men, including a Drive extra-thin in steel, is seen as a positive move to fill gaps in Cartier's product lineup.
The Santos Skeleton and the Drive models received positive feedback, with wrist shots particularly appreciated for providing a realistic impression of the watches.
There is debate regarding the potential release of historical models like the Dumont in steel, with some collectors hoping these designs, traditionally in precious metals, will remain exclusive.

The Discussion

VMM

Jan 17, 2018

Love the Santos Skeleton and the Drive. Thanks for the wrist shots, they really help to get a proper idea of the real product. Best, Vte

jomni1

Jan 17, 2018

Nice that they have right-sized options for men aside from the expensive Dumont. Not to mention there is now a Drive extra thin in steel. I think it’s all about plugging gaps in the lineup. Quick strap change is also a good initiative which started off last time with the Tank and Ronde

walds11

Jan 20, 2018

The quick strap change system.

Geo

Feb 1, 2018

I’ll eat my shoes when that will happen. The Dumont is an historic model, it would be sad if that one needs to be released in steel and from a marketing point of view, it would be a slap in the face to the people who bought the Dumont Skelette in white gold.

Geo

Feb 1, 2018

none of the historical models have been released in steel. I think and hope that these famous designs by Louis Cartier himself, will remain in precious metals for ever. But we never know. GEO

Key Points from the Discussion

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