I'm concurrently saving for a white Santos L and learning Portuguese ahead of a planned relocation to Lisbon. I was just reading the story of the aviator after whom the watch is named, Alberto Santos-Dumont. His last name is a hyphenate of his matronym and patronym, and his mother was Brazillian (the entire family lived in Brazil, but his father's parents were French). Since his mother was Brazilian, her last name should be pronounced "san-tosh" (the terminal "s" in Portuguese is usually soft). I can imagine, that since Louis Cartier was French, the French pronunciation (usual pronunciation of a lone "s" in English) might have quickly become the widely accepted pronunciation. Still, I'm sure that the watch's namesake would have introduced himself as "san-tosh du-mon", so it seems to me only right way to pronounce the name watch "San-tosh".

Thoughts?