BRAND NEW ROLE. Although highly selective in his brand endorsements, Jake Gyllenhaal has chosen to front Cartier’s new Santos de Cartier watch campaign
Quite a departure for such a brand as Cartier which has not featured a celebrity in any of its advertisement campaigns to finally look to American actor Jake Gyllenhaal to be the face of its latest timepiece campaign. Gyllenhaal, who is known to be very selective in choosing which brands he will endorse, only recently made his debut as an ambassador for Calvin Klein’s Eternity fragrance. We have only seen images of Gyllenhaal sporting the Santos de Cartier timepiece, but it has been announced that he will also star in a film advertisement for the timepiece due to be released this spring in movie theaters and online.
“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 has stated in a press release.
“Jake Gyllenhaal reveals a new side to his talent with every film, performing a wide variety of roles. Cartier was drawn to his invincible style and fearless spirit,” it added.
As for the timepiece to be featured in the upcoming advertisement, the Santos de Cartier, was originally created by Louis Cartier in 1904 for his friend, Brazilian aviator Alberto Santos-Dumont. Keeping with the original’s stylistic heritage, the updated timepiece now features interchangeable straps offering wearers to either opt for a bracelet strap or go with leather. Cartier has incorporated the QuickSwitch mechanism and SmartLinks bracelet systems that allow the wearer to easily change out links without a screwdriver. The straps themselves are designed around comfort, ergonomics and flexibility.