GLau
[Patek Moderator]
12706
Patek Philippe shares with Watchprosite forum the background regarding the leak of the Cubitus.
Hi All, Patek wishes to share with our forum the background regarding the leak of the Cubitus news this past weekend to address the confusion.
For those who might not have read up in the news, social media and/or WPS posts, Fortune Magazine published a Patek advertisement on the new Cubitus watch several days ahead of the official launch today (October 17th).
Upon reading about the ad and the related media frenzy for the past few days, I reached out to Jérôme Pernici (Commercial and Marketing Director). Although upset and very busy dealing with the ensuing media storms, he was most gracious and explained to me what happened. He also kindly allowed me to share the details with our forum.
Jérôme explained that much work had gone into planning and developing this new line for a number of years, and the company was full of excitement in preparing to unveil it at a special event in Munich. He said that, to Patek's dismay, Fortune Magazine signed an agreement (containing confidentiality requirements) but decided to publish ahead of schedule. However, we did not discuss whether the ad is the same as the one designed originally by the brand. No matter what, Jérôme said that full legal action will be taken and this unacceptable behavior will be made known.
Contrary to the assertion of a member who wrote a post in speculating this matter, the leak is NOT an "elaborate hoax" by the brand. Unfortunately Patek was a victim in this woeful situation. Let's move past this leak now, especially given the information openly shared by Patek on its sensitive internal matter with us. Personally I am eager to see this new line in the metal to understand more.
When we have the full details and photos, let us apply our forum rule in being friendly in our discussions just like when you meet someone for the first time at a cocktail party. Let's extend this courtesy to the brand and the name of this new line. PLEASE, irrespective of whether you like the new releases or not, comments such as Cubitus sounds like a "disease" as written by the above member in another of his post should be avoided.
FYI, After Munich, Singapore will be displaying Cubitus at ADs tomorrow. Hong Kong on the other hand will not. Seems like different regions have dissimilar policies. Please check with your AD to see if you can get a first hand look at Cubitus. Patek and I look forward to your feedback and photos.
Patek Philippe shares with Watchprosite forum the background regarding the leak of the Cubitus.
Hi All, Patek wishes to share with our forum the background regarding the leak of the Cubitus news this past weekend to address the confusion. For those who might not have read up in the news, social media and/or WPS posts, Fortune Magazine published a Pa...
I’m going to wait and see before I judge. A shame it happened this way.
No point in judging this new line without more details and a closer look. Patek and Thierry get the benefit of the doubt from me.
So glad you see it this way. After all, Patek is
a top brand and deserves our patience.
Thanks for sharing.
Fortune's editorial calendar says the digital edition releases on the 7th (which it did), was the Cubitus ad not supposed to be in the digital edition? Did he say anything about the green dial picture leaked about a month ago?
We only discussed about the leak but without
talking about the photo. Let's wait a few more hours.
I doubt Forbes went ahead unauthorized. They are US-based which is a notoriously litigous place.
Perhaps a miscommunication?
Thank you Gordon and Patek for providing some clarifications on the new Patek Cubitus.
Looking forward to hearing more.
Yes. Many thanks Gordon for the clarification.
And there's an American saying "Hindsight is 20/20" meaning things are always clearer after the event is over and we should not be critical to those who took risks and made speculations. The ones who stay silent take no risks. And for the record, "Cubitus...
I am well aware that there is an American saying that "hindsight is 20/20" because I was educated in the West.
Since I am not aware of medical term Cubitus because I am not well read, we as moderators should ascribe to the forum rule of being friendly toward each other like meeting someone for the first time at a cocktail party and such rule should extend to the b...
I was not aware...
That Patek or Philippe is present at this cocktail party. In any case, if we are to assess new watches with the objective being not to offend the brand as we would avoid offending real people...well then, I don't quite see the difference between this foru...
I am in this camp...
... but maybe my cocktail parties have raucous guests, and get even more raucous after a few cocktails
You attend some interesting cocktail parties !
All comments and criticisms are welcomed as long as they are written courteously.
It’s usually more friendly banter…
… as the guests know each other well and that there is no malintent. On a serious note, online sometimes banter / criticism is perceived as discourteous because of the inability to express tone in typed words.
Agreed ! After all, members are
from different countries with dissimilar tastes and cultures. Hence, opinions and viewpoints should be courteous if possible but knowing English might not be the first language for many.
Thanks for chiming in ! Whether a certain party is present or not, on this forum we
strive to be courteous in our comments and not be offensive. Criticism, especially constructive criticism, is always welcomed here assuming it is written in a polite way. Trust that we can agree on this point.
Agreed!
I will say though, that I would not constructively criticize anyone at a cocktail party, even more so if they did not explicitly ask for it. So perhaps the cocktail party analogy gives the wrong idea when it comes to brands rather than forum members.
Hi Henke, my analogy is that if I were
to meet you for a first time at a watch GTG/cocktail and you mention the name of your watch which I find funny, I would restrain from making fun of it. Just my thinking on the courteous point.
Cleverness isn't necessarily . . .
. . . a virtue. The cardinal guideline for our community is to conduct oneself virtually as if at a real cocktail party. And particularly when the host's featured guest is present; one would take pains not to insult a guest of honor. 'Insult', by the way,...
Are you sure it is a disease?
it is a bone in the arm: radius, cubitus and humerus. I remember laughing to the names when they taught us in school when I was 9 or 10 max
You are most welcome. Glad that Patek
provided us with the back story. Think no other media got the details we have.
Thanks
Thanks for the explanation. Let’s in real this new line and novelties before judging
No matter what, let's be
friendly and constructive in our comments and feedback which Patek really appreciates.
Many thanks for the official update Gordon (and Patek).
From the few contracts I have seen between advertisers and newspapers/magazines, often the newspapers and magazines have a lot of discretion about when to publish the advert. It will be interesting to see if Patek really did nail down the advert publicati...
Probably a complete waste of money
That’s not positive signal to other media when you’re buying print ads at scale. Nobody likes litigation…
I mean the reputation hit
Media publications don’t want to deal with clients that have a tendency to litigate. IMO leaks suck but I’d push for credit and leave it there… There’s not *that* many places to buy media at PP’s scale and the agencies facilitating media buys are not that...
Glad you had a good read. Your comments
suggest that you are a litigation lawyer, correct ?
I like that they were willing to comment on the record for WPS.
Thanks for facilitating that Gordon. For me, if I am to be honest I’m more interested in how the legal battle plays out re the publication of the ad than I am of the watch itself. But like others, I will wait to see in the metal. While initial impressions...
My friend who saw all three in the metal said that
he was impressed, especially with the 5822P. Hopefully I can see them soon in person hopefully.
Thanks Gordon for the inside information straight from the source. Always good to know the facts. In the meantime, I can certainly understand and
and appreciate that many have a negative view about this watch. Regarding that I have 2 comments. While it is important to express a genuine reaction, almost always best to do it in a civil and constructive criticism sort of way. Even more important, this...
Well said Patekova !
Hope you see them in the metal soon and revert with your thoughts !
With all due respect, just because
someone at Patek Philippe talked with you and explained how the brand became "a victim" with respect to the premature publication of a magazine in which they run an ad, you are asking members to refrain from making fun of a name they find fun-provoking? P...
Thanks Marc for your comments.
To clarify, I am grateful that "the someone at Patek" is Jerome Pernici, the right hand man to the Sterns for many years, he was willing to share an internal matter with the forum to clarify the confusion with the leak. Separately, I asked members to be c...
Thanks, Gordon, for your reply. Someone important is still
"someone," I'd say. And if you asked members for restraint "separately," is a matter of perspective and discussion, I think. I'm happy for your access to PP, both for yourself and for the benefit of the forum, but if that access comes at a price, it becom...
I'm with you 100%
This has gone too far. Too woke I would say! criticize as much as you want. do it courteously of course. The analogy to a cocktail does NOT hold one second. It is a watch not a person!!! Criticizing the watch is not criticizing a person or the watchmaker ...
My reply to Henke explains that
if I were to meet you for a first time at a watch GTG/cocktail and you mention the name of your watch which I find funny, I would restrain from making fun of it. Just my thinking on the courteous point.
Hi Marc, there is NO string/price attached to me to
ask for courteous in our posts/comments based on albeit my interpretation of forum rules. Each can behave the way he/she wants to because it is a free world !
Print ads
I’m not surprised this was released prior to Patek’s official announcement. Most print magazines like Fortune magazine will print their hard copy magazines early in the month to capture that month’s sales. It is hard to tell a publisher to stop print on a...
Good points Patekfinity !
Given that Patek has been advertising for many years and have launched many new products, hopefully they have decent knowledge of what their contract should or should not cover. Would love to find out more just for interest sake.
Thanks Gordan for sharing Patek's side of story on the leak.
I can only imagine the frustration Patek has to go through in between to ease all the enquires as a result of the leak. Good thing it is finally over.
You are most welcome. Now that the cat is out of the bag, it is
time to review the watches !
Whether previous comments on the watch are positive or negative
let's put all these behind, and move on. Can't wait to see the real thing in metal.
Gordon, I think it's a nice try on the part of PP.
Even PP has Aquanaut and Nautilus as its sport lines, these still carry a bit of dressy look. I remember Jaegar LeCoutlre launched the Squardra line more than 10 years ago but it didn't do well. I am neutral to the new Cubitus line, hope it will sell well...
Patek has now communicated to the world that it has run out oder design ideas.
Now we have a second Nautilus lookalike.
25 years
A new collection from PP, as advertised, after 25 years. Dial, Nautilus. Bracelet, Nautilus. Clasp, Nautilus. Movement, round in a square shaped case, Nautilus. Case, a squared Nautilus case! Price, Nautilus. That’s it. If i didn’t see it with my own eyes...
Thank you for the thoughtful posting on the new collection! I would love to get your thoughts if/when you have a chance to see them in the flesh
I also look forward to visiting my local boutique and seeing one (if not all three) of these new pieces. Based on what I have read and seen thus far, I like the direction PP is heading with this new line. And I am specifically excited to see smaller sizes...
Has it been confirmed that
smaller sizes will be produced ? If so, when ? Hopefully I will get to see them in the metal before the end of this year. What about you ?
It has not been confirmed. But I believe in an interview, TS alluded to continue developing/experimenting offering more options to customers.
I do not recall any mention of when new versions will be produced. Hopefully sooner rather than later. Because I would be a more interested buyer if something smaller were to be released. Looking forward to hearing your thoughts when you see the new piece...
That’s great to know, Gordon!
I think the leak lead to an inadvertent PR success. An advert leak set the internet alight and then lots of articles to keep us WPS reading/debating. Interesting to note the models were first sent to Singapore after press launch. Have to see these in the ...
Hi David, glad you found the information useful.
I really look forward to seeing these new pieces in the metal. Please let us know your assessment once you try them on your wrist.
