I am turning 60 years old and have just purchased my dream watch, a Cartier Santos. I am so excited and blessed.

Cartier never seems out of place because it’s got such a strong design language and heritage. Like a cult classic film, it’s not always the most respected or ‘best’, but it is appreciated by tastemakers. Yes they sell largely mass produced products but those who choose Cartier pieces are often people with a particular taste level, a particular type of confidence and they go their own way. In a room of Pateks, APs VCs and FP Journes, a Cartier person can still fit in but stand out. The Cartier person isn’t competing on ranking, but is showing their sense of style or taste. A Rolex person however, may seem out of place in that room, or be seen as ‘less sophisticated’, or having an‘entry level’ in taste or budget. And this can be achieved with a small sized steel tank quartz watch. Because those who wear Cartier watches are not playing the same game, they’re playing their own game.

At the beginning of the video, I was ready to give you a solid argument, but the more I listened the more I realized that you are 100% right. Anyone could argue one or two of the points that you brought up, but nobody would be able to argue every point and measure up against Cartier. Excellent analysis! Well done.😎👍🏼

I was a Friend of the Brand for Panerai for more than five years, and am currently looking for a watch to mark my 50th birthday. This is the absolute BEST break down of the Cartier watch brand I have ever seen, and look forward to adding one to my collection.

I instantly click on your videos whenever I see you upload. Your videos are well researched and eloquently spoken. Can't wait to see ur channel grow.

My theory as to why Cartier can do what it wants, so to speak, watch-wise, is because of its name. It’s known more for fabled jewellery, and hence luxury - therefore being able to flog overpriced pens, spectacle frames, handbags etc. You don’t buy the watch - as you do with a Patek or Lange - you buy an association. That said, I’ve just realised a latent craving for a Santos de Cartier - and that’s because I remember, as an impressionable youngster, seeing it on the wrist of the leisured rich: an association.

This is absolutely true - it succinctly describes the essence of Cartier watches, which I could never put my finger on. Irrespective of history or recency bias, irrespective of movement, irrespective of size trends, Cartier does Cartier and we love it.

So Cartier wasn't even something I considered for a watch until earlier this year. I had no clue about their history, their creations, and how they pioneered the watch space early on. I've been obsessed with the Santos (large) for many months. Finally, found a good deal and awaiting for it's arrival. Great video, as always. ❤

You're a great communicator. I couldn't help but agree with everything you said... because you are absolutely right, and explained why you are right very eloquently.

I am convinced and had to rewatch the video to soak it all in. I still remember my backpacking trip during college in Paris. I saw a couple on the train with matching Cartier (some model of Santos) and was amazed by them.

I actually saving up for a Cartier Santos. The design, the history and even the specs all speak to me.

Absolutely loved this one! I was not aware of all the paradoxes you brought up and how absolutely gangsta Cartier are. Cheers

So nice to hear a solid, straight forward South African accent and take on the subject. I've always liked Cartier watches and now even more so!

One of the best watch videos I've ever seen. You've touched upon points that completely changes the way one looks at watches. Recently, I've been completely infatuated with Cartier watches and this video makes me love them more. Their designs for me are just perfect - minimalistic yet classic and ageless. Also, I love how it breaks the conventions of masculinity associated with larger watches. Right now saving for a Tank Must solarbeat and subscribing your channel for sure.

Agreed, the medium santos is amazing and the skeleton santos is an incredible design wish they made it also in medium.

Nice video, I enjoy the vibe you give! Agree fully. Cartier are proper watch makers where everything they do is class.

I have an early 1980's Cartier Santos, steel and gold "Carree" model. My mother gave it to me for my 21st. It was my every day watch for over 15 years. I still have it and wear it every so often. It is small compared to my other, more recent watches. However that face, the screw down crown and the way the bracelet captures/reflects light as you roll the wrist represent a unique combination that makes up for any size deficiency and forces you to like it!

I tried on the Santos Dumont XL recently. Beautiful timepiece and on my shortlist to acquire in the near future.

100% agreed, I m in the process since a month of figuring out if I go vintage galbée or carrée OR Santos de cartier OR Santos Dumont, and i still hesitate, although the medium santos de cartier is in the lead. Great vid btw

Hi, really liking your stuff this video of your was my final end to skepticism on the domunt and pull it for a purchase , enjoying my quartz peice throughly.

Great video. I own a Santos de Cartier, and I wear it almost daily. Your video makes me want to buy another Cartier!

This is absolutely true, I was with my white dial Tissot Gentleman Powermatic 80 silicium and my godfather has a Quartz white dial Cartier Santos Galbee Large and I was mesmerized by it, kept turning my head every once in a while just to look at it. I don't know what it was, but something that kept me thinking the whole time why was I so stunned by that watch...

I was surprised how slim and comfortable the xl was on my wrist. Would love to own one some day. ❤

I went to go buy a Santos today and decided to wait one day ... after this video I realized it is the perfect watch for me ...... thanks bro!!

Great review! Couldn't agree more! The Santos Dumont is so elegant and versatile! Would love your thoughts on the Reverso!

I live in a tropical region so water resistance was the deciding factor for me, but I can see your points.

Fun fact : on steel the Cabochon is a spindle on rare metals (gold, etc) it’s a sapphire.

I'm a relatively new watch enthusiast and the Cartier Santos is at the top of my list. In no other world would I ever consider spending that much on a watch. Not even a Rolex (although I did have a passing interest). And yes, you're 100% right about the quartz vs mechanical argument. I think quartz has its place, but I think most enthusiasts agree that quartz doesn't belong in $3k+ watches, with the exception, of course, Cartier.

All fantastic points. I have the Santos Medium and would LOVE someone to come up with an aftermarket quick connect that could allow the use of a springbar. That would extend the life of the watch forever, because I worry about strap support - think along the lines of Roadster.

I recently tried on the Santos de Cartier in large and was hooked. I go for pilot watches because I am an aviation enthusiast, and while it doesn’t check the usual boxes, being “the first watch made for piloting” is pretty special! I admit to cognitive dissonance here - even though I know Cartier’s history with watchmaking, I tend to think of them as primarily a jewelry brand, and I prefer brands who focus on watchmaking. This one is going on my wishlist though!

I really enjoyed this video and your freshness as a watch reviewer. And I agree, Cartier has that special power. Yes!

Love it! What a great video. I got into Cartier 20 years ago with the 2004 Santos anniversary model. I loved it until they came out with smaller versions which looked better. I found myself falling for the smaller and sleeker models, meanwhile I still wore big Panerais among others. I’m even more stoked to go try out the dumont, Santos medium, and some Tanks. Well done!!

Hi Mike, every time my wife wears her Cartier Santos 2-tone, I can't take my eyes off it; God tier indeed. Really appreciate your insightful & professional comments on world of watches not to mention that you are not trying to sell watches, as most watch commentators try to do. JNRA

I was set on the Santos Dumont, but never pulled the trigger. Then on a recent trip, stumbled on the black Santos on the rubber strap. Never seen it in person and after checking second hand prices, the reason was clear: It's maybe the best Santos and sells out as soon as it hits the display case. Needless to say, made the deal and zero regrets. Absolutely love it, despite not...liking the Cartier "brand" since it's so associated with luxury/flex culture.

I pulled the trigger on a Tank Must XL that I had been vacillating over and I hold you and this video solely responsible, Mike.

Great video. I’m looking for a dress watch and have been thinking of the Santos Dumont or Tank for a long time. Which model would you lean?

More good stuff. I think it's worth adding that Cartier transcends Richemont. It is given free reign and not condemned to Veblen pricing and a limiting 'theme.' The irony is that Richemont's watch brands are treated and positioned like jewellery, while Cartier (undoubtedly a jeweller first and foremost) is allowed to be a watchmaker. What I mean by this is that Cartier starts with a design first, while other Richemont brands start with market segmentation analysis. The enthusiast community unconsciously sees this.

Thanks for the review - very interesting. What are your thoughts about the Cartier Tank MC and their in-house movements?

Excellent! Watching from Farsta, vacation day 23.

Wow ! Now that was a great watch (pun or no pun intended). Wonderful video !

That's a very fascinating point and I agree with you. I'm still waiting for the Cartier solar Tank to return on the shelves.

Well said. You nail it. Cartier was able to impose his vision and standard and that is power.

Recently got my first santos, the steel and grey one, best watch I’ve ever had and best been gift ever gifted

Recently I bought a Two-Tone Santos Medium. Never likes TT, on no watch at all. The Santos however, is simply awesome in Steel-Gold. For me that is another prove of how Cartier is different and how their design can be perceived in a totally different way than with other brands.

What an interesting set of arguments! Your one line on Panerai now makes me weary on wearing it ever 😂

Excellent. And without screaming at me. Keep it up.

Definitely the tortoise and the hare. Before I wouldn't have dreamt of considering them, but, with the history , style and build quality they're certainly on the radar now, pardon the pun! Really well thought out video and I'm sure there's lots of us agreeing and scratching our heads.

Watch collecting is a rollercoaster. I bought a Cartier Ronde De Santos quartz 10 years ago it was my second watch . I almost forgot about it ( small, quartz and effeminate ) but now love it. Cartier god tier why not

All the points are so true. I own santos dumont L with the quarz movement. When I shop watches I compare everything from value to movement but not for this watch. I simply dont care about the quarz movement because it looks and feels amazing. But I also do think that Rolex has the same power and it would also tick all the boxes mentioned if they introduced watches like this one.

I own a new Santos de Cartier(Lg) with the quick change bracelet and tooless link removal and it is by far my favorite watch and I own watches from Breguet, Rolex, Omega, Breitling, Bucherer, and Tag among others. It makes both a great sport watch and of course and excellent watch to wear with a suit. I’m thinking about buying the blue face or a Tank Americaine…

They are also the only watch brand that does other stuff besides watches and dont get looked down on it for it. I feel like they are in their own category.

I feel cartier watches are making a strong comeback. Suddenly a lot more interest in these watches. My fav is still the ball blue ❤

When I wear one of my Cartier watches, I feel like I’m wearing a luxury timepiece. It makes me feel that I’m wearing a classy watch. You are absolutely right that it is a recognizable timepiece. I see other people looking at my wrist because they know Cartier.

Thank you for your amazing review. Do you think the Dumont XL would fit a 6.5 inch wrist?

I bought a Santos de Cartier a couple of months ago. I wasn't going to. I had no plan to buy any watch that day. I was browsing at an AD, as you do, and I saw they had one. I'd seen pictures and was aware of the history but I certainly wasn't intending to buy a watch that day. I saw it and thought, well, lets try it, see if it looks as good on wrist as it did in the case with the spotlights making it look better than it ever would out in the world. So, they got it out and I tried it. The first thing that happened was that it was already sized perfectly. I said out loud, 'oh, that's bad'. I was already lost. I looked at it. I took it off I put it on again. I tried to be objective. Nothing helped. I loved it. I must have sat thinking about how much I wanted it and how stupid it was to spend so much on a watch for about half an hour. I already have some nice watches. What do I want another for. I can't justify this. It makes no sense. Think of all the things you could do with tha money. All the logic in the world had no impact. I bought it. Now, several months later I still have the same thoughts. I must have been mad. I must have had some sort of pschotic break. What was I thinking. I guess I wasn't. I still love it. I don't even know why. I just do. Then I saw this video. Do I feel any different. Yes. No. I don't know. Your analysis is great. The watch is all the things you say and yet somehow it doesn't matter. Your arguments are cogent and thoughtful and spot on. Yet it still doesn't matter. I love the watch and still think I was mad to buy it at the same time.

Great video. You got another subscriber

Spell check, spell check, and spell check again. lol 😋 Still, an OUTSTANDING and spot on video - thank you. What you described in your video, I simply call the "Cartier vibe". I feel it when I wear either my Tank XL or Santos Carree. It's a level of confidence like no other watch I own (GS, Omega, Paneari, GO, or Zenith). Because you brought it up in your video, I debated long on this one - I chose my Tank Xl primarily because of the in-house MC1847 movement (same as the Santos) over the Tank Large quartz movement. Whereas, I actually prefer the Tank Large as it's more in line with the Tank Louie.

great video and agree Cartier is God Tier…..I own the XL Gold Dumont LE and a black grey dial Santos L and a Tank Solo L and a Cartier de Calibre. my favorite brand. I have three additional straps for my Santos, not to mention the rubber one which came with the watch a plus 😊

Such a nice watch . . . Too nice for a T-shirt and hoodie.

Outstanding analysis!

Great insight, thanks for sharing. Do you own one? Love to see a video of your personal collection :)

I'd say Chopard comes pretty close even though they are off course not anywhere near in size. They do jewelry, quartz (the famous Happy Diamonds) and ETA in Mille Miglia topped with high end/haut de gamme watchmaking in their L.U.C line. Chopard is still very much a connoisseurs brand, for those in the know, but it does in many ways resemble Cartier.

My santos 100 is undeniably the most understated and the most desirable in my collection! Every time i wear it people comment on its strap or the design of the watch. I laugh, as to me it’s a design classic!

😎 Je suis Parisien, et je confirme votre analyse. Cartier... c'est Cartier. Une image unique. 🥰

I was already serious about buying a Santos-Dumont L or XL. After your analysis, I decided to buy one this year. I will try depending on my 16.5cm wrist to see which is better.

Is a good point Carter minimise their watch size by using quartz, but I think is also to do with profit margin, they can put a mechanical manual wind movement in it and we know they had done it, e.g Basculante 2390. People don't question Cartier's movement as most watch collectors don't collect them, well except now when the collectors/dealers like Eric Ku and Goldberger once again wanna make money in the market as they have fully saturated the vintage Rolex market.

best line in video, "square isnt quite as challenging as tonneau but it isnt for everybody."

I love the Santos Dumont and there is a serious lack of videos on KZfaq taking this watch seriously. Excellent video and analysis!!!

The Santos is just so versatile, it works as a dress watch but you can pull it off in sweat pants heading to Starbucks if you are feeling fancy 🎩

This is an awesome (!!!) analysis. Really, really well done. Couldn’t agree more. Cartier is THE god tier watch brand. Full stop.

I much prefer the Louis to the santos dumont. It’s the highest refinement of the brand imo. The santos might have been first but the revised tank iteration from being stubby and more elegant by Louis himself is the gold standard imo.

Good stuff!

Excellent video!

Question for you and perhaps you won’t be able to answer this. But going forward, say 10-20 years from now, do you see Carrie still supporting their proprietary quick change system. The only reason I haven’t bought a Santos XL is because I don’t want to be stuck unable to find a watch strap in a decade from now when I need a new leather strap for the watch. Dropping 10-15k on a watch and not being able to wear in 10 years from now would really suck.

I am not a gold watch kind of guy, but the one gold watch I own (out of 18 watches total) is Tank Louis and I couldn't be happier with it. Well, maybe except for the crown. That tiny crown is a damn nuisance to wind.

Great analysis.

Superb information-I love Cartier. I held off buying the medium Santos because I was afraid the bracelet and strap would not be long enough for my 7.5 inch wrist. Is there a way to get a medium with a long)enough bracelet and strap?

Fascinating and informative video. You made a lot of good points. However, as a watch lover - mechanical, quartz, high end, microbrand, indeed anything that catches my eye at the right price - I cannot love any of the current range of Cartier square or tank models. I find the slender Roman numerals underwhelming visually. Instead, I’d prefer a Jaeger-LeCoultre Reverso. The quality of JLC is excellent. And arguably the designs more watch than jewellery.

Well done!

Thanks! Love the dumont and feel drawn to the two tone, quiet expensive quartz watches though haha, but like you say, they get away with it! What do you prefer, Cartier or Rolex?

Great video! Happy you like the watch straps 👍. The Santos Dumont is a fantastic watch which I really like myself.

what i love is, cartier is willing to take risks. even if sometimes it destroys the watch, eg: the santos 100 was hated so much when it came out, and i don't like it even now. But i still love that they're willing to take that risk. zero chance rolex will have the balls to do that

Next year I want to get a tank must mechanical. Simply love how it looks but when splashing thousands I pretty much demand mechanical and not a battery

I love the shape and the oval watches such as the Omega DeVilles. They’re classy and make you look twice.

I love Cartier. The JLC Reverso is another contender.

Would you always advise buying new in order to get the 8 year warranty plus the extra leather strap, cleaning kit and case etc as opposed to the secondary market that seems to me only marginally cheaper without the thrills and warranty? Maybe I’ve answered my own question.

Since the cartier masse mystérieuse, my idea of them as a watchmaker completely changed.

My small wrist size dictates small cartier watches including the Panther Cartier which originally was designed for……you got it…..for men.

This is a masterclass in branding and marketing.

I haven’t had my Santos that long, but I knocked it a few times and the bezel hasn’t visibly scratched yet, maybe Cartier has increased the hardness

I think if I was to buy a square watch I would go with JLC. I won’t pay Cartier price for a quartz, and I like the fact that the JLC movement is actually a square movement in a square watch rather than a round movement in a square watch.

I love Hublot. I wish that sheister Biver never ruined the brand, but he knows how to make money. I might buy an old MDM or Quartz Hublot though, a nice little gold one with a rubber strap. Omega is more of a problem to me. Their decline has hurt, however many watches they sell. I like Cartier, but I think they discontinued my favorite model. I would love a skeleton Santos, but the prices are beyond my range. So I stick with my old Aqua Terra and my huge Seiko Astron, and I keep buying microbrands, because they do not suck.

cartier's designs are so god tier that it makes people forget to ask about the movement lol "i love how cartier exposes our own cognitive dissonances and inconsistent buying rationales" that's a god tier line. first time i got my hands on the large dumont and i'm completely bought into the brand. i'm no longer, and probably has never been, a movement enthusiast to the degree i like to tell myself. i just want handsome pieces. ya'll do too.

I was considering santos but quartz. And Im not sure with which one to go...

CARTIER is definitely GOD Tier. A maison that stay behind his product. Super customers service! Exemplary i would ad. Love Cartier.

I've always rated Cartier as the most stylish watch brand. The Santos and Tank are the definitive rectangular watches. The Reverso looks fugly in comparison.

This channel is god tier.

My W3103H3 is sublime, imho outshines the Daytona and has a date function, and affordable!

Luxury watches rely mainly on their heritage. Yes, they are brilliantly designed, craftfully engineered, meticulously finished (and often hideously complicated), but their main selling point is their story. Cartier's story? They had the first purpose-built men's wristwatch. Coming from that chauvinist age (to our slightly less chauvinist age), it's a claim nobody else can make (only make up).

There are so many KZfaqrs in the watch community who are merely scratching the surface of this hobby, and who keep repeating the same sentences in every video (not to mention some of them are recycling their own videos with a slightly changed title and slightly different commentary). Your videos are what I would consider to be serious watch-related content. Thank you.