2023-06-26 22:02:19
Japan is renowned for its appetite for fine watchmaking, does Patek have a special relationship with its people and culture?
Yes, because this is a very old relationship: the first Japanese delegations came to visit Geneva and Patek Philippe 150 years ago, when Antoine Norbert de Patek welcomed them to the workshops. This centuries-old relationship is passed down from generation to generation, even today. We see that many young Japanese people appreciate Patek Philippe and come to our exhibition. They have probably learned from their parents or the media to know us, and to love fine watchmaking. Precision and quality are musts for the Japanese, so they find themselves in the tradition and respect for the value of the products we create. This is a growing trend. In this exhibition we receive regarding 3000 people a day and I think many visitors wear a Patek.
« Watch Art » Grand Exhibition Tokyo 2023 © Brice Lechevalier
What do you appreciate the most in this country?
What I like regarding the Japanese is their respect for a job well done. Everything must be perfect, they do not tolerate mediocrity. We share the same philosophy because we fight daily to obtain the best quality, from the case to the movement. In the past we had already paid homage to them in our creations, because we vary our sources of inspiration. This is Patek’s strength because it allows customers from all walks of life to obtain satisfaction while making our artisans “travel” who also feel more motivated by this diversity of creation.
What was the main challenge of this exhibition?
It lay in the quest for the most suitable place. Our major “Watch Art” Tokyo 2023 exhibition covers 2,500m2 and also requires meeting and reception rooms for around thirty Patek employees and some 200 sales staff made available to our Japanese retailers to guide visitors. We also needed a space to accommodate 350 customers per evening. Around the exhibition itself, a lot of space is needed!. The second challenge is to manage the flow of visitors, because the demand is huge. We had to be restrictive and vigilant with the setting up of online registrations, by time slots. Finally, the 180 pieces brought from the Museum are fragile and unique, requiring very special care.
« Watch Art » Grand Exhibition Tokyo 2023 © Brice Lechevalier
Were there any particular pieces that were highly anticipated?
I think people always expect complications from us. For the first time in this kind of exhibition, we surprise them with two very beautiful models with complications: our first quadruple complication with automatic movement, reference 5308, and our world time reference 5330 with date adjusted to local time, which includes a very complex system. We have set up a whole very clear explanation to describe this approach because it should not be believed that it is simply a question of two components to be added to achieve this particularly sophisticated indication. Especially since it is possible to move the date forward and back, as it is indexed to local time, a real added value for the customer’s ease of use. We will integrate this caliber into a model of the current collection in the future.
Reference 5308 © Patek Philippe
What common thread guided the creation of the limited series that you present there?
A common thread would have limited us. The only common thread that I conceive is called experience. I mightn’t have done this 15 or 20 years ago. The only thing that counted was the desire to create for this country creations of high craftsmanship inspired by Japanese art and culture, and we designed 40 of them. We had to respect tradition without being aging, and innovate. The Samurai watch is thus much talked regarding, because its wooden marquetry dial has 600 components, it is quite rare to go so far in such a theme. We have achieved the right balance between the traditional and the innovative, to appeal to new customers as well as customers who have appreciated Patek for a long time.
You have 30 retailers in this country, will this number change?
We have the right number of retailers in Japan, although the whole country is not fully covered, because we cannot produce more for this market.
And in the rest of the world?
We have already proceeded with the help of our distributors to a significant reduction in the number of our retailers in the world, regarding a quarter, and are approaching the targeted quantity, slightly below 300 points of sale. It’s a sometimes complicated choice to make and we explained the process to them well in advance in order to give them time to organize themselves as best as possible. We are respectful of our partners.
Reference 5330 © Patek Philippe
The last expo took place in Singapore in 2019, are its effects still being felt?
Yes. Our experience has taught us that the effects of such exposure are felt for more than 5 years, that’s clear and clear. But the impact grows stronger each time as they also turn out to be bigger and bigger, and we are already working on the next one which will take place in Milan in 2025. Not only are the products we present there garnering increased interest, t is regarding complications or high craftsmanship in which we have made a lot of progress, but also in the way of presenting them. The concept has grown considerably stronger.
Your new 10-storey factory has been in operation for three years now, what is your assessment of it with this hindsight?
The idea was to bring everyone together under the same roof, which improved our production lines. We have a little room left to accommodate a few additional posts, but not many. We have optimized our way of working, improved communication between the different departments, and increased the pride of employees in working in such a building. It’s a production tool akin to a Formula 1 car, and our watchmakers are pilots who work wonders on board. The emulation obtained is pleasing, everyone is motivated to do even better.
What will be the other Patek Philippe highlights this year?
We should of course mention Only Watch, because we are presenting a very important vintage. Patek Philippe brings not only an extraordinary creation but also customers determined to support the cause and acquire exceptional pieces. It is essential that all brands think regarding raising awareness among their customers and inviting them to participate. We will also have one or two other launches in order to punctuate the year.
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