A sophisticated man as the face of an iconic timepiece from la Maison d’horlogerie. Cartier has announced that American actor and producer Jake Gyllenhaal will join the brand as the new ambassador for the iconic Santos de Cartier timepiece. Santos de Cartier was the first wristwatch in the modern era and was specifically created for aviation pioneer Alberto Santos-Dumont. Read here the fascinating story of this unique alliance.



Designed to thrill. #JakeGyllenhaal embodies the #SantosdeCartier spirit. #BoldandFearless

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A family of artists

Jacob “Jake” Benjamin Gyllenhaal was born in Los Angeles, California on 19th December 1980. His father is film director Stephen Gyllenhaal, and his mother Naomi Foner, a film screenwriter. The family is intimately involved in the world of cinema. Perhaps this close relationship with the big screen helped Jake win his first main role in October Skies, at the age of 19.

He then starred in The Day After Tomorrow, a climate fiction-disaster movie highlighting global warming. This was Jake’s first lead role in a mega-budget movie. However, his popularity increased further when he portrayed the Marine role in the feature film Jarhead. Global fame arrived in 2005, with his performance as cowboy Jack Twist in Brokeback Mountain. Critically acclaimed, he won a BAFTA and an Oscar nomination for this role.

Jake Gyllenhaal has always been very selective in his association with fashion brands. So has Cartier. This is perhaps the reason why this announcement was eagerly received by the press and social media.


The history of a timeless piece

Surely such an anticipated collaboration must have a special history. In 1904, Louis Cartier, the renowned jeweller and watchmaker, answered his friend’s request. The friend was none other than Alberto Santos-Dumont, the Brazilian aviation pioneer, and one of the first pilots to fly ‘heavier than air’ aircraft. Santos-Dumont wanted a highly engineered timepiece that would allow him to read the time during the flight, without losing control of the aircraft.

To this end, Cartier designed the Santos timepiece. According to legend, Santos was one of the first wristwatches ever made anywhere in the world. 115 years later, the American actor and producer Jake Gyllenhaal becomes the chosen face to star in the campaign for this classic timepiece, as presented at the Salon International de la Haute Horlogerie in Geneva, Switzerland.


“Integrity, dedication and boundless curiosity: Jake Gyllenhaal embodies the Santos de Cartier man. A man who commits utterly and does nothing by halves. A man who defines fearless as honest and true to himself,” Cartier said in a statement.

This powerful alliance heralds a new era in the history of the French deluxe brand.

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