Before the unveiling of Cubitus in October, Patek Philippe’s most recent line was the Twenty-4 Collection, released in 1999. The brand described the collection release as a ‘milestone in the company’s history’.
The new collection's reception has been mixed. Critics have addressed a range of perceived issues with the timepieces, including the design and the mismanagement of the launch.
"Like all things in life, the Cubitus family is nuanced and better in the real than any leaked ad would indicate," writes Ben Clymer of Hodinkee.
"And frankly, aesthetically, the one that Patek Philippe is advertising is the least attractive while also being the most interesting – which I suppose can be said for many things in life."
In an unusual response, president Thierry Stern has returned serve to these critics. In an interview with the Swiss publication Bilanz, Stern suggested that those who are most vocal are unlikely to own one of the brand’s pieces.
“I’m used to it. It doesn’t bother me. We all get attacked every time we launch something new,” Stern said.
“The haters are mostly people who have never had a Patek and never will. So that doesn’t bother me. What counts for me is the result. And I’m confident about the Cubitus because I have a good nose and a lot of professionals around me who told me it would work.”
David Bredan of ABlogToWatch suggested that Patek Philippe's dismissive response to the criticism is a prominent example of why people find joy in the woes of major brands and companies.
"It is difficult to overstate the effects of this approach on public expectations, acceptance, good humour, and patience over the course of 15 years," he writes.
"It is probably safe to say it fosters none of them. Whether you are humble or competitive in your nature, still on your quest to success or with great accomplishments to your name, it is part of our human nature to be triggered by someone else’s confidence, regardless of who may possess it."
He added: "The race-car driver who speaks most highly of himself gets the loudest roar from the stands when he spins out of control in a cloud of smoke."
Prices for Cubitus models start around $USD40,000 and climb as high as $USD88,000.
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