Patek Philippe Cubitus: Ad Campaign Discussion

Key Points from the Discussion

• The introduction of new designs, even controversial ones, is crucial for brands to remain relevant to emerging generations of collectors, despite initial resistance from those accustomed to classic references.
• The 'Cubitus' design appears to be a derivative of the Nautilus dial and 5712 design, which some view as a missed opportunity for Patek Philippe to innovate with new tonneau or Gondolo-inspired cases and unique dials.
• The absence of a model number in the advertisement is an unusual deviation from typical Patek Philippe marketing, raising questions about the watch's official status or early presentation.
• Collectors question the strategic rationale behind introducing a new line like the 'Cubitus' when Patek Philippe has a rich history of distinctive shapes, such as the Gondolo and Pagoda, and whether it aims to compete with brands like Cartier.
• A key point of discussion revolves around whether the 'Cubitus' features a newly developed rectangular or square movement, or if it utilizes an existing round movement, which would impact its perceived horological integrity.
• Some collectors express a preference for the 'Cubitus' over the Aquanaut, particularly if a three-hand version were available, suggesting a potential market for its aesthetic.