Jake Gyllenhaal is the new face of the classic Santos de Cartier watch. The star will appear in print and film advertisements for the timepiece this spring, according to WWD.
Gyllenhaal will be the first celebrity to ever star in a Cartier campaign, and he'll do it on his home turf, appearing in movie theaters worldwide.
Back in January, Cartier unveiled the new edition of the square-faced watch which features an interchangeable leather strap and bracelet.
“Integrity, dedication and boundless curiosity: Jake Gyllenhaal embodies the Santos de Cartier man," said Cartier in a statement. "A man who commits utterly and does nothing by halves. A man who defines fearless as honest and true to himself."
The Santos de Cartier watch has quite the history: it is said to be the first wrist watch designed for men as well as the first pilot's watch designed by Cartier. In 1904, Louis Cartier created the Santos aviation watch to assist his friend, pilot Alberto Santos, in telling time while flying his plane.
During the Second Boer War in South Africa between 1899 and 1902, soldiers rigged watches to strap to their wrists, since it was now possible to precisely synchronize military movements. And while wearing a bracelet with a watch on it had become a trend for women the 18th and 19th centuries, the Boer War confirmed men could sport bracelets as well. Advertisers pointedly represented that wristwatches were reliable as opposed to aesthetically pleasing.
The Santos de Cartier certainly changed all that; it is the perfect combination of style and practicality.