In a world where time is increasingly important, and it is the real “scarce commodity” of our age, the risk is that even the objects born to measure it and the whole culture connected to them will disappear.

In recent years we witnessed the takeover in sales by smartwatches, which have precipitated a crisis in the medium and medium-low categories of traditional watches, while there has been no major harm to the world of luxury. But the real problem lies in the fact that more and more people, especially young people and women, have completely lost the habit of wearing a watch, consulting the time on a other devices.

Is this the way that a culture of refined craftsmanship, of an aesthetic that represents the evolution of man, becoming the object of worship and an expression of the self, of western civilization and its elegance runs under threat?

Nowadays, it is not uncommon for product category that has been able to build brand value, to risks of being questioned because of a technological evolution from which new behaviors emerge, especially in a category like watches where brand value has been taken to the highest levels and communication has given us the best examples in history.

The true value of a brand has to do with the “how” of how something is produced, “for whom”, and perhaps one could imagine being able to adapt to a technological evolution imposed by the times, without risking the loss of the “culture” that surrounds the brands. A culture that can be transferred, because it is made up of history, style, know-how, not just technology. Perhaps a brand that has been on people’s wrists for such a long time could continue to play this role, even with a new product that meets today’s needs, without risking the generational conflicts.

If we want a Patek Philippe to continue to remain “an object you never actually own. You merely look after it for the next generation”, we should make sure that watches remain “relevant” for the new generation. We will have protected the entire “culture of time”, made up of imageries, desires, styles, elegance, communication, not just the simple “tick tock”.

Tick tock, tick tock. Time is running out.


Roger Botti
General Manager and Creative Director