Zhong Tianyang
Recently, Patek Philippe officially announced its Nautilus Nautilus series Ref. Model 5711, launched in a commemorative version with jeweler Tiffany : Ref. 5711/1A-018, public $52635.
The iconic Tiffany Blue and double-signature logo have caused this co-branded watch to set off a heated discussion on social media, and has even gained the name of "Patek Philippe & Tiffany".
It is reported that one of the "PPT" officially provided by Patek Philippe has participated in the auction of Phillips New York on December 11, 2021, and was auctioned for 6503500 US dollars (about 41.418 million yuan). Some people believe that this move is really speculative, and the final auction price deviates from the value of this watch. However, all proceeds from the watch's auction will be donated to the Nature Conservancy (TNC) for charity.
Patek Philippe unveils a commemorative version of the Tiffany with renowned jeweler Tiffany : Ref. The 5711/1A-018, the iconic Tiffany Blue and the double-signature logo, have set off a heated discussion on social media about this co-branded watch.
For the first time, the Tiffany blue disc surface was used
It is reported that this Ref. The 5711 was created by Patek Philippe to commemorate the 170th anniversary of its partnership with Tiffany & Co. Like the base model, this watch is made of 40 mm stainless steel. The biggest change is that the plate surface adopts Tiffany blue, and the scale follows the white surface Ref. The black rectangular three-dimensional hour marker of the 5711, marked with the words Tiffany & Co. at 6 o'clock on the disk surface, became a double-sign Ref. 5711。
The back-to-back cover, on which is printed the text "Tiffany -Patek Philippe 170th Anniversary" and marked "1851 -2021" in the center, which is the year that Patek Philippe and Tiffany began their collaboration, until today.
In 1851, Patek Philippe signed a distribution contract with the New York jeweler Tiffany & Co. to sell watch products in the United States. In 1872, Tiffany & Co. went to open a technologically advanced watch and clock manufacturing plant in central Geneva, Switzerland, that relied on steam power generation. But four years later, Tiffany's costly attempt to globalize failed. As an old partner, Patek Philippe took over the factory, idle machinery and sold the building, but kept Tiffany's original giant safe and maintained a strong connection with Tiffany.
After 2000, Patek Philippe and Tiffany's cooperation has become more and more close, and several double-signature watches have been launched, such as the 2001 Ref. 5150。
Between 1900 and 1930, Tiffany & Co. became an important distributor of Patek Philippe's expansion into the U.S. market, during which time it also launched a number of watches with the logos of both brands. After 2000, Patek Philippe and Tiffany & Co. launched several double-signature watches, such as the 2001 Ref. 5150R, 5150J and 5150G, 2009 Ref. 4987G-001 and 4987G-010, Ref 2012. 4987G-001, 4987G-010 and Ref. 5396G-012。
However, in addition to the addition of a Tiffany logo, the other designs are no different from the regular style of Patek Philippe, and this time the application of Tiffany blue on the dial with great fanfare is the first time for Patek Philippe.
The sought-after "PPT" will participate in the December 11, 2021 Phillips New York auction, a complete set of new ones, ready to be delivered immediately after the auction.
The Tiffany Co-Brand 5711 will be limited to 170 pieces and will only be sold at Patek Philippe Tiffany's boutiques in New York, Beverly Hills and San Francisco, with a public price of $52,635.
The embattled "cousin king" urgently needs to find a way to break through
Patek Philippe this time with the topic of the work of high-profile joint name, and seamlessly into the auction, a series of operations, its "momentum" purpose has been revealed, it can be seen that Patek Philippe as a "watch king" pressure is also not small, and even some embattled meaning.
At present, the high-tech rookies represented by Richard Mille are seizing the market at a very high speed - according to Morgan Stanley's watch industry report released in 2021, RICHARD MILLE has continuously increased its turnover ranking in the entire watch industry since 2015-2020, and has now become the 7th in the industry, and this ranking is created by nearly 4300 watches sold in 2020 alone.
According to Morgan Stanley's 2021 Watch Industry Report, RICHARD MILLE has been ranked 7th in the industry for its turnover in the entire watch industry since 2015-2020.
On the other side are the unstoppable Audemars Piguet and the brand's iconic Royal Oak collection. According to Morgan Stanley's estimates, in 2019, Patek Philippe, which has an annual production capacity of 60,000 watches, generated 1.45 billion Swiss francs from retail sales of 3.1 billion Swiss francs, while Audemars Piguet generated an annual revenue of 1.2 billion Swiss francs through retail sales of 1.7 billion Swiss francs. In the process of Audemars Piguet's strong promotion of direct operation, it has surpassed patek Philippe.
More notably, 2022 is the 50th anniversary of the birth of Audemars Piguet's Royal Oak Series, Audemars Piguet will obviously have a heavy move, and what has been revealed in advance is that a new 15202 and a ceramic case men's 15500 watch will be launched. At the same time, the "Royal Oak X Marvel Panther" co-branded model that set off a heated discussion in 2021 is likely to have follow-up cooperation. If "Royal Oak X Marvel Iron Man" is released in 2022, it will surely attract a lot of attention.
Together with Marvel, Audemars Piguet launched the Royal Oak Concept Series "Black Panther" floating tourbillon watch.
For Patek Philippe, the super complication watches that used to create topics are now not as "useful" as they used to be. In the field of watchmaking, the superposition and fusion of its own complex functions is limited, and in previous years, Patek Philippe launched the double-sided timepiece Ref. The 6300 integrates more than 20 complex functions to the extreme, and it is difficult to have a topic.
Patek Philippe launches the double-sided timepiece Ref. The 6300 incorporates more than 20 complex functions to the extreme.
On the other hand, limited by the brand's tradition, Patek Philippe has difficulty finding artists or athletes suitable for collaboration to launch co-branded models. In order to create a topic and increase exposure and influence among young consumers, Patek Philippe's choice to join forces with Tiffany can be said to be a wise move that balances marketing effectiveness and traditional heritage. It's just that the origin of the "170th anniversary" is not available every year, and what kind of breakthrough innovation Patek Philippe will have in the next step may be more worth looking forward to.
Editor-in-Charge: Chen Hua