Cartier unveils its iconic Santos wristwatch collection in an unprecedented experiential exhibition at Dubai Fountain in partnership with Dubai Festivals and Retail Establishment (DFRE).
Dubai, 21 January 2019: Held in a monumental pop-up structure floating atop the waters of Dubai Fountain, the exhibition Santos de Cartier celebrated one of world’s first wristwatches, created by the Maison in 1904. Originally crafted for the Brazilian aviation pioneer Alberto Santos Dumont, so he could tell time while flying, the legendary timepiece returned with a new, bold design during this year’s Dubai Shopping Festival (DSF).
Its story was told through photographs of the aviator and his accomplishments in an immersive room while another space showcased the history of Santos watches from the Cartier Collection. The center-piece of the exhibition was a multi-sensorial experience in the form of Santos Dumont’s famed Demoiselle airplane replica, suspended in the heart of Cartier’s wire mesh structure. Seated underneath the installation, guests could hear the plane’s roaring engine and recordings of the early flying coverage, while feeling subtle breezes of air reminiscent of a flying-by airplane.
“We are delighted to have Cartier present its iconic timepiece collection amidst one of Dubai’s most legendary landmarks—a setting that will undoubtedly provide the visitors with an unforgettable experience during the 24th edition of the Dubai Shopping Festival,” said Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE).
Prolonging this unique, fully immersive installation was the virtual reality room offering Cartier’s guests an exceptional multi-sensory experience.
“Organized in the region’s cultural hub, which has been a constant source of inspiration for the Maison ever since Jacques Cartier’s first trip here in 1912, the Santos exhibition is Cartier’s first major event open to public in the region. It highlights our watchmakers’ unparalleled know-how as well as the Maison’s enduring creative spirit, which we are very proud to share with our guests,” said Sophie Doireau, Managing Director Cartier UAE and India.