January 16, 2018
by Ariel Adams
Also tool-less in operation is SmartLink – and this is perhaps the more innovative of the two new Santos bracelet systems. SmartLink allows you to press a small button on the rear of the bracelet on some of the links, which released the pin-bar securing the links to one another. This allows the user to quickly and easily adjust the size of the bracelet. Why is something like this a priority for Cartier? In addition to wanting to wow consumers who equally like the similar functionality on the Apple Watch bracelet, this is part of a more important strategy for Cartier.
While skilled watch buyers can easily size their own bracelets, most consumers lack the skill, tools, or patience to size bracelets themselves. These consumers would have mostly relied on the staff in the store they purchased the watch from to size the bracelet for them in the past. Increasingly, Cartier is selling watches directly from its e-commerce store to the public. That means many people will not even have an opportunity to have someone size the bracelet for them. While your opinion of this situation can range, it is true that if you want a consumer who buys your watch to have maximum satisfaction in their purchase, you should give them a way to size (or resize) the bracelet all by themselves.
For 2018 the most exclusive versions of the Cartier Santos will be the skeletonized versions – which contain different, manually wound Cartier movements. This is the first time Cartier has offered that skeletonized movement in a steel case and we will focus on the Santos Skeleton watches in a different article. For these watches Cartier is offering them in all steel, two-tone steel and 18k yellow gold, all 18k yellow gold, and all 18k pink gold. All versions come with both a strap and a bracelet – aside from the pink gold model, which has a version that comes with two straps versus a strap and gold bracelet.
My top choice continues to be the two-tone steel and yellow gold version of the Santos, which I think is not only sharp looking, but also very in-line with how I perceive the Cartier brand character. If you already have a Cartier Santos watch you like, I’m not sure there is a major reason to upgrade unless the thinner case is something you’ve been looking for. For those who haven’t had a Santos in their life, Cartier just gave many of you a good reason to look. With the bracelet and thinner size, Cartier has officially created yet another very good looking non-round dress/formal watch.
The Cartier Santos for 2018 will be available around April 2018, with prices starting at $6,850 in the Large size ($6,250 in the Medium size). The steel and gold model’s price is $10,400 in the Large size ($9,100 in Medium), the all pink gold model with the two straps is $20,400 in the Large size ($17,900 in Medium), and the all yellow gold or pink model on the bracelet as well as the strap is $43,200 in the Large size ($39,500 in Medium size). cartier.com