Patek Philippe Cubitus: Hoax or Real?

patrick_y · 2024-10-13T08:01:11Z

Explore the Patek Philippe 'Cubitus' ad in FORTUNE magazine. Was it a hoax or a new direction? Collectors debate its authenticity and impact.

patrick_y

WPS member · Patek Philippe forum

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Patrick_y, a WatchProSite moderator, delves into a mysterious Patek Philippe advertisement that appeared in FORTUNE magazine, sparking widespread debate among collectors. His original post meticulously examines the ad's authenticity, unusual verbiage, and lack of a model number, drawing parallels to Banksy's disruptive art stunts. Patrick_y invites the community to consider whether this unconventional campaign is a deliberate 'hoax' or a bold new direction for the esteemed luxury brand.

WatchProSite moderator Patrick_y has confirmed the advertisement as a genuine Patek Philippe advertisement in genuine FORTUNE magazines. FORTUNE magazine has a circulation numbering around 850,000 in print and digital print versions.

Another member has already mentioned the "look after it" (traditional Patek Philippe verbiage) and "take care of it" verbiage difference.

And usually, a Patek Philippe advertisement will include a model number. This one does not. However, there have been Patek Philippe advertisements in the more distant past that did not always include model numbers.

Perhaps it'll be like the Banksy painting that got shredded...

Banksy's "Girl With Balloon" had a metamorphosis and turned into "Love Is In The Bin." This elaborate stunt created a significant uproar in the art community at first, and later the art community found acceptance in the artist's work. In the end, the "interactive artwork" resulted in tremendous exposure for the artist. Solidifying his name to be remembered for decades to come.

What does Patek Philippe have to gain from this hoax? Not much, a lot of press, but this would be very atypical guerrilla marketing for a luxury brand - such a stunt would even be considered "beneath the brand" to do such a thing. But, the world is changing, and this may be considered an acceptable idea in the future. Would Patek Philippe do something so highly unusual? Or would Patek Philippe design such a bizarre looking watch?

As mentioned earlier, FORTUNE magazine has a circulation of around 850,000 subscribers for both print and digital print subscription. It is unclear how many have seen this advertisement, but it is a substantial amount of people. Would Patek Philippe play such a hoax? We shall find out, the watch launches in about 5 days or 120 hours. Cast your votes now!

Looking forward to reading your thoughts!

Moderator Edit: We have confirmation from Patek Philippe that renders this posting obsolete and we are locking the thread. Thank you for your participation.

Key Points from the Discussion

The advertisement might hint at a new 'Connoisseur Series' of Patek Philippe movements, featuring enhanced handcraftsmanship and requiring significantly more watchmaker hours than standard production models. This series could elevate Patek Philippe's position against modern independent watchmakers.
The new Cubitus ad campaign appears to target a younger, 'Richard Mille type' demographic, potentially alienating traditional Patek Philippe enthusiasts who prefer classic designs like the Calatrava Ref. 5196 or Ref. 570.
The Cubitus ad could signify a new entry-level Patek Philippe for a fresh clientele, possibly a quartz, steel model priced around 30K, with a Nautilus-style dial in a different case shape, sporty strap options, and enhanced water resistance.
The split date window in the advertisement is unusual for Patek Philippe, more akin to A. Lange & Söhne's 'big date' complication, raising questions about the design's authenticity or a significant departure from Patek Philippe's traditional aesthetic.
The Cubitus design, if genuine, is considered by some to be 'quite the dog' and 'not elegant,' with the big date feature being 'beyond passé' for a new watch in 2024, suggesting Patek Philippe's brand power allows it to introduce designs that other brands would not get away with.
The lack of coverage from traditional watch journalists suggests the ad might be an elaborate hoax or a deliberate leak by Patek Philippe to generate buzz before a 'real' Cubitus release, possibly under an embargo.

The Discussion

Derreck

Oct 13, 2024

This design is pretty in line with their other sports models. All the footballers and new money will gobble this up.

MCG (Markus)

Oct 13, 2024

If it‘s not a hoax, then what else? 🙈😂

piccolochimico (aka dsgalaxy1)

Oct 13, 2024

Nobody with a nanogram of common sense might believe that the auction's "performance" was not staged. Patek is a successful company that is advertising, promoting and selling its new watch, no need to play those games (flippers are more than enough).

S F

Oct 13, 2024

The advertisement appears legit, unlikely to be a hoax. The new model needs a name with 3 syllables to match Aqunaut, Nautilaus but Patek could have tried bit harder.

MTR

Oct 13, 2024

At first glance without seeing it in the metal.

Watches_passion

Oct 13, 2024

the Nautilus is way more elegant, has better design... this to me looks so much not elegant... can Patek focus on the Nautilus line and not be afraid from it? this cubitus will make the Nautilus/Aquanaut even more appreciated. on another note, they should focus on their new high end PCC... the work VC did on 222 is great... Patek should do the same on the 2499/5970...

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