I knew that when we unveiled the Cubitus last year, collectors and our top clients would all want one. With the second wave of deliveries, we’re now seeing a new group of clients coming in – which was always part of the plan when we developed the new collection. We’ve been organising dedicated Cubitus events, including an upcoming one for Southeast Asia, specifically to attract a new generation of collectors. And so far, it’s working well.
Yes, launching the Cubitus was a risk, but it was a calculated one and I was confident from the very beginning that it would succeed. At Patek Philippe, we have to surprise people. Our clients expect bold creativity and innovation from us. I don’t see myself, or the brand, as a follower. We must always remain at the forefront of design, and that often means taking bold steps. Developing the Cubitus wasn’t easy. In the early stages, we went through many sketches. But the moment I saw the first ones, I knew we had something special. Today, I’m very pleased to say it’s a success. It shows the world that taking a chance can absolutely pay off, as long as it’s done right.
The Cubitus wasn’t created as a one-off – it was conceived from the start as a full-fledged collection. Every detail – size, movement, colour – has been carefully planned. It’s like a chess game. We began with the larger size, and this year we’ve introduced the 40mm version. What you see today is the result of decisions we made three to five years ago. And of course, we’ve already mapped out what’s next. In fact, the best Cubitus hasn’t been launched yet. I already have it and it’s a killer piece. But for now, I’m keeping it under wraps. When it’s finally revealed, it’ll be something truly special.
As for the new size, the 40mm is excellent. It’s not “small” at all and it has real presence. We’ve prototyped smaller versions, but I’m not entirely convinced. From a design and movement perspective, going smaller might mean compromising with a quartz movement, which I don’t think fits the Cubitus identity. So we’re studying it carefully, especially in terms of whether the current size already works for women, which I believe it does.
Earlier this year, a rare 1948 Reference 1518 emerged with a price tag of US$20 million (S$25.8 million). Should it reach the asking price, it would be the most expensive watch privately sold outside a charity auction. What are your thoughts on the extraordinary auction figures for Patek Philippe timepieces?
It’s definitely a nice reward in many ways and we’re proud of it. Seeing Patek Philippe watches reach such high prices at auctions is more than about prestige; it shows that people truly appreciate and understand the enduring value of fine watchmaking. It contributes to the brand’s success and, personally, it’s very motivating for me and my entire team.
I often remind them: This is why we have the responsibility to continue developing and crafting the finest watches in the world. It’s not easy, because perhaps one day, a watch made by someone on the team today will be auctioned 50 or even 100 years from now. That’s a powerful form of internal motivation and a meaningful way to communicate our purpose within the company.
There’s a real sense of joy and pride in knowing that our watches retain such strong value over time. One of the things I value most is that every single Patek Philippe watch, even one dating all the way back to 1839, can still be repaired or restored today. That’s a major reason collectors have so much confidence in the brand.
We not only fix a watch, but restore it using the same tools, same techniques, and even the original stock parts, whether it’s a bridge, gear, or wheel. When a watch is restored, it’s done so as it was originally made. That authenticity and continuity are priceless.
And of course, there’s the trust that comes from being a family-owned company. We’re not part of a conglomerate, and I believe that matters greatly to our clients. If Patek Philippe were ever sold to a large group, I don’t know what would happen to the value of these timepieces. What I do know is that many collectors would be disappointed and some might even walk away from the brand.
That’s why I say we’ve a responsibility not just to maintain quality, but to protect the legacy. We’re not chasing numbers. To be honest, I don’t track financial figures weekly or even monthly. I focus on how many watches are being crafted because when the quality is there, the figures will follow.
In a crowded high-end watch market with brands pushing bold designs and complex innovations, how does Patek Philippe maintain its distinctive identity?
