Celebrating the relaunch of Cartier’s epoch-making Santos de Cartier wristwatch, Jake Gyllenhaal is collaborating with the French luxury maison to star in a short commercial for the watch collection inspired by Brazilian aviation pioneer Alberto Santos-Dumont. Initially released in 1904, the watch was created for Alberto so he could tell time while flying. Now, Jake brings the timepiece into the 21st Century in a new campaign.
What is unique about this new partnership is the fact that Cartier rarely uses star ambassadors, despite the size of its celebrity clientele, from the Duchess of Windsor to actress Elizabeth Taylor. At most, the brand would refer to famous people such as Sofia Coppola as Friends of the Brand, rather than feature them in its advertisements. With Jake, the endorsement marks a first for Cartier.
“To have Jake Gyllenhaal as the incarnate image was interesting; he embodies the ‘bold and fearless’ spirit of the Santos collection,” says Cartier CEO Cyrille Vigneron. “We work with celebrities and artists – not to put their names on products or ask them to design logos for us – but to be inspired by what they do, their talents and their expressions.”
Gyllenhaal grew up in a family of filmmakers and actors, and made his screen debut in City Slickers when he was only 11. He made his breakthrough in Ang Lee’s Brokeback Mountain (2005), in which he earned a Bafta Award for Best Supporting Actor and a slew of nominations, including one for an Academy Award for Best Supporting Actor.
Following his portrayal of Boston Marathon bombing survivor Jeff Bauman in Stronger, last year, Gyllenhaal is also rumoured to be taking on the role as Marvel’s supervillain Mysterio in the upcoming Spider Man: Homecoming.