Softly lit Patek Philippe boutique
Thierry Stern, president of Patek Philippe and described by world media as “arguably the most important individual in the watch industry,” flew into town this week for the opening of the new Patek Philippe boutique at Greenbelt 3, Ayala Mall, Makati—the largest in Metro Manila.
The milestone underscored not only the event but also the long-standing and treasured partnership between the leading Swiss watchmaker and Lucerne which opened the first Patek Philippe boutique in the city in 1998. It’s a partnership spanning more than 20 years between a Swiss brand that is two centuries old, and a Filipino company that had its beginning in the aftermath of World War II. Theirs is bond that transcended eras.
“It is the partnership,” Stern told the media that gathered in the new boutique Wednesday (Sept. 28, 2022) morning, when asked why Patek Philippe remains optimistic about the Philippine market. His very presence proved how much Patek Philippe values its time-tested partnership with Lucerne.
Asked to describe the Philippine market for Patek, Stern said, “Passion. Very passionate.”
He wasn’t exaggerating. Filipino collectors of Patek come from generations of families and today, even cut across generations. There are only a little over 60,000 Patek Philippe watches produced a year, each piece coveted by a collector or the consumer. Stern explained that the management of such controlled distribution is crucial. “It’s not about the West or Asia (as the market), it’s not about the money, but about the brand DNA, what Patek Philippe stands for. How we stick to the brand DNA.”
Front facade
From left, Lucerne managing director Ivan Yao, Patek Philippe Southeast Asia general manager Deepa Chatrath, Patek Philippe president Thierry Stern, Lucerne managing director Emerson Yao, Patek Philippe commercial and marketing director Jerome Pernici
Patek Philippe is a brand of prestige and legacy. Who can forget the tagline that says you don’t really own a Patek, but you hold it for the generation to come. That sense of guardianship, beyond ownership, of continuity to the next generation is what has resonated with collectors and consumers across ages.
Stern himself descended from the generations of his family that designed and manufactured the watch renowned for hand-crafted excellence. He took over from his father, Philippe Stern. In an April 2022 interview with the influential watch website Hodinkee, Stern described his inherent relationship with Patek Philippe: “In my family, the pleasure is to design them. This is what drives me. I love to design. I love to imagine a complicated movement. This is fantastic. I can understand, for a client, his dream is to wear a watch. But they also have to understand that my dream is to design them. Once it’s done, I’m already on another planet. I’m already working for 2023-24…”
He is so aware that his era is different from his father and ancestors. Patek Philippe today is in an environment defined largely by social media. Stern stressed the need “to evolve with the times,” but he said, “no gimmicks. Just stick to the DNA.”
He said this quite casually because his vibe was easy and casual, with hardly a clue to the man’s heavy stature, except perhaps the Calatrava cross on his lapel (the Patek Philippe symbol). Stern indeed in a way is in sync with his era. Hodinkee reported that in 2017, one out of every three songs in the Billboard Hot 100 mentioned Patek in its lyrics—proof that even in today’s culture influenced by rappers, Patek is the benchmark, an aspiration.
Patek Philippe entrance area
The new Patek Philippe boutique is an expansive 150 sqm space with softly-lit marble and Japanese panels that form a serene backdrop to the selection of watches on display.
The doors open to an impeccably appointed gallery where customized display counters and cabinetry showcase the collections. An exhibition area to the right of the gallery puts the spotlight on the Twenty~4 collection, the graceful timepieces created especially for the modern woman. Decorative render panels with brass inserts and interactive screens in this exhibition area also display the history and information on Patek Philippe and will in time, be updated to highlight other collections of note.
Patek Philippe Lounge, Retail, Reception area
The rear of the boutique has the more intimate and exclusive sales salon and VIP lounge. Underscoring the brand’s dependability, the boutique has an in-store service center.
The boutique’s interior bears the understated sophistication of the brand: a bespoke Baccarat crystal chandelier, matching sconces imported from France.
There’s a specially- commissioned triptych inspired by the exquisite cloisonné enamel décor of the Ref. 20011M “Scarlet Macaw” dome table clock released in 2016. The furniture was imported from Switzerland, the Copper Choco and Tessera wallpapers from France and the Netherlands respectively. The Grand Quai fragrance, specially created for the Paris, London and Geneva Salons, enhances the boutique experience and Patek Phillipe’s keen attention to the finest details.
Stern spoke proudly of the boutique: “We have started a partnership in the Philippines with Lucerne more than two decades ago. The new boutique will help to reinforce our presence in the market and improve clients’ experience of our brand.”
“Patek Philippe together with our trusted partner Lucerne is proud to be unveiling this boutique in presenting not only timepieces that showcase our unique skills and craftsmanship but also our unparalleled level of service within a luxurious new home in the heart of Manila. The relationship with our clients in the Philippines, who have a deep understanding and appreciation of the brand will be enriched with this location that allows for new experiences and exciting engagements,” said Deepa Chatrath, general manager of Patek Philippe Southeast Asia.
The launch of the Patek Philippe boutique at Greenbelt 3 coincides with another milestone of Lucerne. “This year marks the 40th anniversary of Lucerne, and we couldn’t be prouder to have been representing Patek Philippe in the Philippines for 24 of those years,” said Emerson Yao, Lucerne managing director. “We are honored to have had the trust of the Stern family since 1998; and we are proud to jointly open this store.”
“When you think of Swiss luxury watches, you think of Patek Philippe. The brand awareness and desirability has been growing across all markets,” he added, “and we look forward to more years of partnership with Patek Philippe.”
