MUNICH – Mr Thierry Stern, president of Patek Philippe, likens launching a new watch to picking the perfect Christmas gift.
"It's like Christmas and you've prepared a gift for your kids, your lover or whomever. You don't want to tell them a week before: 'You know what I bought you?' You took the time to look for something, so why would you suddenly tell them: 'This is what I'm going to offer you?'"
"But the world is like that," he says, shaking his head in disappointment.
He is referring to a leaked image of the much-anticipated Cubitus, Patek Philippe's first new collection in 27 years, which surfaced just days before the global launch in Munich on Oct 17.
The culprit? Fortune magazine in the United States, which broke the embargo by releasing the image in a pre-issue on Oct 13, well ahead of a planned campaign in the publication on Oct 22.
"That was a major fail," Mr Stern says, addressing a group of Southeast Asian watch journalists at Patek Philippe's headquarters in Munich.
"Their mistake really destroyed the work of a lot of people in Patek and journalists who respected the embargo. We can all make mistakes, but this one was not something you can allow. Not at this level, with such a major launch where there are so many people who follow the rules."
The articulate Swiss, however, is not going to let the episode rain on his parade.
"Anyway, it's part of the game. You have to accept it. I have enough maturity, and I've seen enough not to panic or be sad about it."
In fact, he is feeling pumped about the Cubitus, a name he picked because it sounds good in many languages.
"Believe me, it's a very cool watch to wear," says the 54-year-old fourth-generation owner of the brand behind some of the world's most iconic and sought-after watches such as the Nautilus and Aquanaut.
This story is from the October 19, 2024 edition of The Straits Times.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the October 19, 2024 edition of The Straits Times.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Actor Tom Holland opens up about sobriety journey
English actor Tom Holland has launched his own non-alcoholic beer line as part of his sobriety journey.
Thomas Ong returns to acting after five years
Having not stayed in shape for the last five years, local actor Thomas Ong was initially reluctant to make his television comeback as he felt insecure over his looks.
A tough loss to process': Fans in Singapore
Local fan Desiree Choo will never forget the birthday wish she got from Liam Payne the night One Direction played their only show in Singapore at the National Stadium in 2015.
Powerful show of how music makes a difference in a dementia patient
To the world's great embodiments of monomania, one must add the charismatic, perplexing Provencal pianist Helene Grimaud.
India's DIY film industry comes to London festival
Superboys Of Malegaon tells the story of an amateur film-maker, his friends and their no-budget parodies of Bollywood and Hollywood classics
sgCarMart founder Vincent Tan still in fast lane
The middle child of used-car dealer Lake View Group's Tan Ah Chew sold off the car trading portal more than 10 years ago
The spacious electric MPV people need
The seven-seat Maxus Mifa 7 comes with a very attractive price tag
Porsche's ballistic ballerina
The range-topping Macan Turbo Electric SUV is exceedingly fast and extraordinarily poised
Sporty, square Cubitus a very cool watch to wear'
Patek Philippe chief says its first new collection in 27 years started with a challenge to create a line as strong as the Nautilus and Aquanaut, but in a square shape
A. Lange & Sohne celebrates 30 years of the iconic Lange 1 with S'pore exhibition
German luxury watchmaker A. Lange & Sohne is bringing a slice of horological history to Singapore with an exhibition, 30 Years Of The Lange 1.
