The Patek Philippe Watch Art Grand Exhibition cements its appeal in the region
While Patek Philippe already boasts a strong presence in Asia, its recently concluded Watch Art Grand Exhibition in Singapore only further cemented the brand’s appeal among watch lovers in the region
Over the course of 16 days in September and October, a record number of 68,000 visitors thronged the 10 rooms of the Patek Philippe Watch Art Grand Exhibition held at the Sands Theatre in Marina Bay Sands. It was a monumental project that took more than 130 staff to plan, 25 containers to transport the more than 400 exhibits and fittings from Geneva to Singapore, and 23 days to set up. For Patek Philippe president Thierry Stern, this was a necessary undertaking.
“The Patek Philippe Watch Art Grand Exhibition Singapore 2019 educates more people about the brand and what we stand for. I met many collectors on the first day of the exhibition and some of them know even more about the brand than I do,” said the fourth‑generation scion when we met at the exhibition opening in September. “There’s a genuine interest in the brand, and for some of these collectors, they don’t have the chance to fly to Geneva to visit our museum. That’s why Geneva has to come to Singapore.”
The largest exhibition that the watchmaker has organised after those in Dubai (2012), Munich (2013), London (2015) and New York (2017), this showcase provided a rare opportunity for the general public to immerse themselves in the world of Patek Philippe. Through the exhibits, visitors got a better understanding of the last independent, family-owned Genevan watchmaker, from its history to its evolution and modernisation, to its watchmaking processes. They even had the opportunity to discover the rare handicrafts employed by its team of artisans to create one-of-a-kind watches and clocks.
Also on display were 120 archival timekeeping instruments—many of which were made for Asian royalty and customers throughout the years—from the Patek Philippe Museum in Geneva as well as two pieces de resistance: the Calibre 89 and Star Calibre 2000. Both watches are widely known as the holy grail of watchmaking because of the complexities and horological innovations that went into creating them.
“The exhibition also serves to increase the interest level of the brand among watch enthusiasts. You know in Asia, in particular, when your family members wear Patek Philippe, the rest will start to think, ‘Hey, this watch brand is interesting’, and take notice even if they are not familiar at first,”
Stern observed. “Maybe they don’t own one now, but they will dream to own a watch. And with that, people understand the values behind our watches and can transmit these to their children.”
On why the brand chose to hold the exhibition in Singapore, he admitted that the city state is an important regional hub for Patek Philippe and many of the major clients based here have a substantial number of high‑value timepieces. That said, he explained that the entire Southeast Asian region is of equal significance to the brand and deserves an exhibition on the scale of the one held at Marina Bay Sands.
This was also why the brand created six special-edition timepieces not just for Singapore, but kept them exclusive to the region. Besides the brand-new
Ref 5303R-010 Minute Repeater Tourbillon, the range also includes the World Time Minute Repeater with a cloisonne enamel dial depicting a map of Singapore, the World Time Chronograph in black and red, the black and red Aquanaut in stainless steel, the raspberry-red Aquanaut Luce for ladies in stainless steel, and the blue-grey Calatrava Pilot Travel Time. All six are available in limited numbers.
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Like how its legendary advertising campaigns have been centred on family ties over the years, kinship greatly matters to Patek Philippe and the Stern family. Ever since the Sterns acquired the brand in 1932, it has been passed down from generation to generation. While Stern sees the benefits of running the business within the family, he is not opposed to looking for a capable leader to helm it eventually.
“I’ve been talking about legacy with my two sons. I made the decision to join the family business and accepted it,” he said, adding that he would not rule out the possibility of hiring a CEO from the industry if his boys are not interested in the watch trade in time to come. “If they’re willing to take over the business, that’s great. But if they aren’t, I’m not going to force them.”
Based on his experience with Asian retailers and partners, he understands that families in the region tend to have a more conservative view towards legacy planning—in many instances, children are strongly encouraged to assume leadership of the family business regardless of their interest level. Comparing that observation to sentiments in Europe, he sees similarities and remarks that European parents have strong views. “But they will not force their children to accept their opinions. If they do, the business will not flourish,” he stressed. “If you ask me to choose between Patek Philippe and my children, the choice is simple. I’m happy to see my kids enjoy themselves and do what they like.”