Elite Traveler March-April 2017

elite traveler MAR/APR 2017 51

“We are excited to bringPatekPhilippe toNewYork. There will be something for everyone. Even the collectorswho knowPatekwell will be thrilled”

US retailers. So the plan to bring the exhibition – which takes several years to prepare – to New York is a perfect fit. “America is the biggest market for Patek, and since we also have such a long tradition here, it was the right choice,” says Stern. He noted that he followed family tradition and spent several years living in America and learning the market throughout his years of training within the brand. As such, he has garnered an intimate inside look at the market and is building special US-exclusive products that will make their debut during the exhibition. In addition to specially made watches for the US market, the exhibition will be a grand-scale representation of Patek Philippe in New York. The brand is taking the entire space of Cipriani 42nd Street for two weeks in July, transforming it to showcase a small museum of historic products, a dedicated room to listen to the chiming and minute-repeater watches, an archival library and more. Watchmakers and artisans will be brought in from Switzerland to demonstrate their work. “Nothing like this has ever been done on such a large scale before,” says Stern proudly. “We are excited to bring Patek Philippe to New York. There will be something for everyone. Even the collectors who know Patek well will be thrilled to see the amazing layout, the insight and, yes, the specific pieces for the US market.” Stern is correct in saying that no other brand has ever staged such a huge event open to the public free of charge. The brand will bring in more than 400 watches – current and archival – including some of the rarest and most expensive watches in the world. At a time when most of the industry seems to be suffering a bit in a challenging geopolitical economy, Patek Philippe simply stays its ground, continuing to place the emphasis on innovation and service, and positioning itself as the brand to trust, generation after generation.