Patek Philippe, Tiffany, LVMH: Brand Relationship Overview

Miranda's insightful post delves into the enduring relationship between Patek Philippe and Tiffany & Co., examining its historical roots and the contemporary impact of their collaborations. She specifically scrutinizes the release of the Patek Philippe Nautilus Ref. 5711/1A-018, questioning whether its strategic launch inadvertently fueled excessive market hype. Miranda's analysis offers a critical perspective on brand strategy and collector sentiment, making this a crucial read for understanding the luxury watch market.

It wasn’t exactly the hottest hit. I think being released at a very similar time to the Wempe W125 (gorgeous design) was not very helpful. We all know that other editions were made celebrating 5 years of the boutique:

The historical relationship with Tiffany goes back many years, and the two families have very strong bonds. Over the years there have been many double signed masterpieces sold by Tiffany.

Perhaps it’s no surprise at the Nautilus edition- or is it?

Firstly- the watch itself, I don't dislike it, I feel I would have it above the white but certainly below the blue or green as a preference for me personally.

Then there is the timing. Having said the company should not be dominated by one watch (or collection), that hype was a problem, the release of a green dial then followed up by the Tiffany 5711-18- has done exactly what wasn't intended? It has fuelled hype to the moon and back. We even see seasoned collectors pretty much begging on IG for this watch- very sad. So the hype has certainly worked- and I think that is probably the main grudge for collectors, rather than the watch itself, or even the number being made (Garrard’s only made 150 pieces for their anniversary as an example). Had Patek discontinued the blue and called it a day, there would not be too much furore. They could even have stopped the blue, made the green for a year- without saying it’s a final edition, then pulled the plug. The hype-fest however is real and fuelled by the strategy adopted. It is true that the 5711-18 was hinted at by Msr. Stern- he did say a bomb would be coming.

Who will get the watch?

Interesting question. If it is dictated by Patek- it should be loyal Patek Philippe customers with a diverse portfolio in their collection. If this is the case (I doubt it- as TS has stated it will a headache for Tiffany to decide), it could be interpreted that this is the final goodbye and a leaving present. However, as I sated already- it seems it will be a Tiffany issue.

Now this is where I don’t believe at all it will be collectors getting the majority share. I believe LVMH will reward the Birkin bag crew. I mean the top top LVMH customers- who probably don’t give a damn on internal angles, quality of anglage or what the hell is a gyromax balance spring. It will be a reward for spending millions every year within the group. Hermes, LV VIP’s. And if they sell them, so what? I assure you an LVMH patron who spends a few millions every year- can pretty much do what they want.

Why 170^th? This is what perplexes me the most. Did LVMH flex their muscle and demand a limited edition? I really can’t see why Patek would celebrate a conglomerate taking over a family business- especially one with which they have such emotional ties. Is it a farewell gift to loyal patrons as Patek tell LVMH to piss off? Honestly- no rhyme or reason.

Also, the LVMH signature- WTF??

Now here are my opinions:

1. A designer genuinely thought it looks cool in a Cartier secret signature kind of way

2. LVMH insisted on it- showing the Stern’s they have bigger balls

3. Msr. Stern is having a joke- no really-laughing and stoking speculation at an LVMH takeover

4. It really is a secret message saying bye- bye

I really don’t know. What I do know is there is a press conference next week- I have been invited. Wouldn’t it be ironic if they launch a better/more technical 6711 one week after???

I’m speculating- I don’t know- its totally top secret- or maybe they announce they selling.

Good luck with your hunt if you are in the race.