With the current market infatuation with steel sports models from Rolex, Patek and the inflated prices, why has the reissue of the Cartier Santos not meet with the same demand or price inflation.

A watch with a undoubtedly historical pedigree from a manufacturer with similar pedigree, iconic design with very little change throughout its history and which can be picked up just by walking into a AD without having to grovel.

Is the demand for Rolex and Patek purely now driven by residual and profiteering and leaving other great watches behind. The Patek owner said that he limits the production of steel models as he does not wish for them to become the dominant within the brand and end up like Audemars who are 100% defined by the Royal Oak. Looking at the current market, I think the Patek owner has missed the boat if he believes they are not being defined by the Nautilus and Aquanaut with the other models sitting on display.

The Santos seems to hit every mark that would make it a collection must have but it does not seem to have the same cache as other steel sports model currently.