The world of high-end horology is less frenzied than, say, automobiles, thanks to a clear focus on craftsmanship rather than cramming in the latest technology. Take Patek Philippe. The Swiss luxury watchmaker has released its first new collection in 25 years — its third after Nautilus and Aquanot. However, unlike previous collections, the Cubitus is aimed at a new audience: those in the age group of 30-50 years.
Why’s this a big deal? Typically, a Patek Philippe is never bought but "merely looked after for the next generation", as the brand says in its communication. This brand is all about legacy, and so, it is navigating new terrain by courting new customers.
Positioned as a luxury sports watch, the Cubitus comprises a trio of square or cube-shaped watches that are evolutions of the Nautilus collection. There’s the vintage-looking, two-tone Cubitus model Reference 5821/1AR-001 in steel and rose gold with a blue sunburst dial, the sportier Cubitus Reference 5821/1A001 in steel and an olive-green sunburst dial, and the 5822P-001, which forgoes a bracelet for a sportier strap while also showcasing the new movement.
The 5822P-001 strap is made from composite material with a fabric pattern, and has contrast stitching along with a fold-over clasp. Arguably aimed at the newer luxury sports watch buyer, this piece has attracted the most controversy, but the basics are pretty much what you expect from a Patek Philippe: exotic materials and impeccable fit and finish.
The Cubitus’ square bezels are a radical departure from the more elegant designs of the brand’s older models. Another talking point is the 45mm case, a bold move when you consider that most luxe watchmakers are increasingly embracing the ‘lighter’ look. In having done things differently, the company may have ruffled some feathers for Patek Philippe diehards. To our eyes, the Cubitus collection is wearable for daily use and not too bulky.
Like all Patek Philippe watches, the Cubitus is highly exclusive, meaning the waiting list for the collection is a long one. Meta chief Mark Zuckerberg has already been seen wearing one; the brand has always had the celebrity stamp of approval while competing with Richard Mille, Audemars Piguet, and Vacheron Constantin.
This collection comes with a hefty (but expected, as is with Patek Philippe) price tag of Rs 1.4 crore and above. Cubed watches are relative outliers in a world where most timepieces are round, but that only makes Patek Philippe stand out from its peers.
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Positioned as a luxury sports watch, the Cubitus comprises a trio of square or cube-shaped watches that are evolutions of the Nautilus collection. There’s the vintage-looking, two-tone Cubitus model Reference 5821/1AR-001 in steel and rose gold with a blue sunburst dial, the sportier Cubitus Reference 5821/1A001 in steel and an olive-green sunburst dial, and the 5822P-001, which forgoes a bracelet for a sportier strap while also showcasing the new movement.
The 5822P-001 strap is made from composite material with a fabric pattern, and has contrast stitching along with a fold-over clasp. Arguably aimed at the newer luxury sports watch buyer, this piece has attracted the most controversy, but the basics are pretty much what you expect from a Patek Philippe: exotic materials and impeccable fit and finish.
The Cubitus’ square bezels are a radical departure from the more elegant designs of the brand’s older models. Another talking point is the 45mm case, a bold move when you consider that most luxe watchmakers are increasingly embracing the ‘lighter’ look. In having done things differently, the company may have ruffled some feathers for Patek Philippe diehards. To our eyes, the Cubitus collection is wearable for daily use and not too bulky.
Like all Patek Philippe watches, the Cubitus is highly exclusive, meaning the waiting list for the collection is a long one. Meta chief Mark Zuckerberg has already been seen wearing one; the brand has always had the celebrity stamp of approval while competing with Richard Mille, Audemars Piguet, and Vacheron Constantin.
This collection comes with a hefty (but expected, as is with Patek Philippe) price tag of Rs 1.4 crore and above. Cubed watches are relative outliers in a world where most timepieces are round, but that only makes Patek Philippe stand out from its peers.
(Disclaimer: The opinions expressed in this column are that of the writer. The facts and opinions expressed here do not reflect the views of www.economictimes.com.)
