In 1901 in Paris, one of the pioneers of aviation, the Brazilian pilot Alberto Santos-Dumont, circled around the Eiffel Tower on an airship. This event was celebrated in a restaurant. At the banquet, among other invitees, there was Louis Cartier, a close friend of the pilot. Santos-Dumont asked his friend to invent some device to track time during the flight. A regular pocket watch for such purposes was rather inconvenient, because pilots always had to keep their hands on the wheel. In order to know the time he always had to take his hands off the steering wheel and reach into his pocket, and it was quite problematic.
After three years, the watchmaker Cartier offered an alternative to his friend, watches on a leather strap with a lock, that had to be worn on the wrist. The first model of Cartier watches was named Santos. This was indeed a revolution not only in production hours, but in the fashion world. In fact, by that time there already existed wrist watches from Patek Philippe, but only for women, and they were more fashionable, beautiful and expensive accessories than a meters of time. For the men, if he wanted to know the time, he had to get the watch from his pocket. Santos-Dumont became a kind of walking advertisement for men's watches and thanks to him they have become so popular among men.
Model Cartier Santos became very popular. At that time, aviation was a fashionable and exotic hobby among the rich people. All that was associated with aircraft was doomed to success. At that time Santos-Dumont was elected as a kind of «sex symbol», and his style was a huge success: his watch, scarf, short boots and flight jackets were seen as a breath of modern times.
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