You might have noticed that your social media timelines have been taken over in the past 24 hours by one watch: the new Patek Philippe Cubitus, the brands’ first new model in 25 years. And for a reason. When Patek launches a new model line the watch world pays attention and the new Cubitus has the challenging task to live up to the popularity and iconic status of the Nautilus and Aquanaut, as it is presented as a new sports watch offering.
I am not going to review the watch and I will try not to give my personal opinion. First of all, I haven’t seen it in real yet and secondly, I’m biased for not being a Patek-fan. At CHF 35,000 for the Cubitus 5821/1a my money would always go to the likes of a Czapek Antarctique, Moser Streamliner or even a Laurent Ferrier and I will not bother you with that opinion. No, I will just observe. What happened yesterday and what has Patek actually launched?
We have seen Thierry Stern in the past 5 to 6 years struggling with the popularity of the steel sports watches in the collection. The demand for the Nautilus and Aquanaut has grown exponentially in the past decade, much more than for the more traditional offerings such as the Calatrava and the higher complications. That disbalance caused challenges for Patek and I fully understand mr. Sterns struggle. Phasing out the 5711 a few years ago was a strong signal but didn’t solve the issue. The market is in steel sports watches and even Patek can’t deny that.
In that respect I can understand the concept of the Cubitus. Although many critics will focus on the similiarities between the Cubitus and Nautilus it is a different watch. Maybe not in the innovative, ground-breaking ways we expect from brands but hey, this is Patek. Evolution, not revolution. In launching a square sports watch with integrated bracelet Patek feels where the Zeitgeist is, and are acting on it.
The response on social media are quite negative, to be honest. If I read the postings and comments on Instagram and the (sometimes more thorough) comments in response to Ben Clymers’ brilliant article on Hodinkee. I recommend the Patek board to take a social media break for a few days. This is what usually happens when a big brand launches something new. Remember the Audemars Piguet Code 11:59? The watch was smashed and buried alive when launched. 6 years later we see a consistent and great model line at Audemars Piguet, taking some heat of the Royal Oak and growing by the year.
Haters will hate, and when the dust settles in a few days or weeks we can identify what we have in hands with the Cubitus collection. And that is, in my humble opinion, the right direction for Patek in a commercial sense. This watch will definitely sell and collectors will queue up in line to be on the list. Fans and investors will start to appreciate and when waiting lists are full and prices go up we will consider it a success.
Will it bring me, a non-Patek afficionado, closer to the brand and even consider at some time to try and get one? No. For me the Cubitus is too much of a safe bet, serving who are already being served and too little of an attempt to get me, a potential Patek Philippe first-time buyer, in. But maybe that’s not the goal of the Cubitus at all..
