CARTIER - santos Dumont

Cartier, one of the most prestigious jewelry manufacturers in the world, is relaunching the legendary Santos watch.

In 1904 Santos-Dumont complained to his friend Louis Cartier about the difficulty of checking his pocket watch during flights. This is when Cartier created his first men's wristwatch.

With this VR experience, the viewer goes on a journey with the early 20th century airplane of Santos-Dumont. But this time, it is above Dubai’s modern-day Burj Khalifa.

“Augmented reality and virtual reality allow a new, immersive way to tell stories,” said Pierre Rainero, Head of Heritage and Design at Cartier. “With this heritage high-tech event, Cartier is pioneering, yet anchored in both modernity and history - by transporting its audience back to Paris in the early 20th century.”



  • As luxury consumers increasingly seek meaningful purchases, it has become more about the story behind the products, and not just about the products itself. 

  • The goal was to bring emotion to the brand by giving people the thrilling experience of Santos-Dumont flying above Paris, and now Dubai.  

  • The challenge was to combine the belle epoque time with the current spirit of Dubai.


  • During the Cartier event in January 2019, 4800 people visited the booth for the first brand VR experience in Dubai.

  • The VR experience received a 5-star rating by the audience.

  • Social boost on #SantosDeCartier.


  • Cousteau created an interactive experience by recreating the city center of Dubai in a 3D model.

  • Cousteau also modelled the early 20th century plane in 3D, based on the historic plans and the Cartier Santos watch. 

  • Lastly, Cousteau created/wrote a touching poem about the burden of passion, combined with the unique soundtrack of Cartier.


THE CARTIER EVENT - Behind the scenes

3D model of Santos Dumont’s plane

Santos Dumont Cousteau


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