OUTSIDE THE BOX

Patek Philippe launches their first new collection in 25 years and it is a square-ish shaped watch they call Cubitus.

- DANIEL GOH

As far as launches of new watches go, the debut of the Patek Philippe Cubitus was unorthodox, to say the least. It started with the ‘leaked’ advertisement in the Oct/Nov 2024 issue of Fortune Magazine with what looked like a Patek Philippe ad except the watch in the centre was one never before seen in any of Patek Philippe’s extensive collection of watches. It was a new square watch with a big date indicator and quite an asymmetrical design in terms of its subdials. The design was so far out of what anyone expected of a Patek Philippe that many thought the leak was a hoax. Lo and behold, on the 17th of October, in Munich, Patek Philippe launched their brand new collection – the Cubitus.

The Cubitus marked the first new collection from Patek Philippe in 25 years so it would be understandable that nobody saw this new watch coming. And like with any brand of Patek’s calibre and acclaim, introducing something new will always come with its fair share of comments both for and against. Like for example, what happened when Audemars Piguet launched Code 11.59 back in 2019.