For the first time since the Aquanaut was released in 1997, Patek Philippe has unveiled an entirely new men’s product line: the Cubitus. Patek Philippe CEO Thierry Stern told customers in 2023 to expect a brand new line of watches by 2024, and this is it: a watch that looks like a Nautilus, but more cube-ish–as the name suggests. We still don’t know all the specs, but based on some comments from Stern, the first Cubitus will be stainless steel and priced under $40,000. We expect all the details of the Patek Cubitus to come out at an upcoming private event in Munich on October 17, 2024.
Patek Philippe Cubitus Specs and Pricing
The Patek Philippe Cubitus lineup will likely contain various complications and metals eventually, but the first model unveiled has a moonphase and a big date. The hands and hour markers are fully lumed, and the blue dial has Patek’s familiar “garage door” guilloche pattern. The blue strap is likely textured rubber. Price is expected to be in the $30,000-$40,000 ballpark if we’re interpreting Stern’s hints correctly.
What Did Stern Say, Exactly?
Thierry Stern told Bloomberg that a new line of watches–Patek’s first since the ladies’ Twenty-4 in 1999–was to be expected in 2023 or 2024. He also made some interesting comments about not wanting all his watches to be ultra-upscale. This sporty, modern-looking and Cubitus Patek Philippe will certainly be a welcome addition to their catalog if the prices are (relatively) reasonable.
You should not only do a million-dollar watch…We have people who are passionate about watches and who can spend a maximum of $30,000 or $40,000 on a watch.”
Patek Philippe CEO Thierry Stern to Bloomberg
Patek Philippe sports watches in particular have grown to be so desirable that their market prices are mostly well beyond the $30,000-$40,000 level. It can be healthy for a luxury brand to be known as aspirational and hard to get, but you don’t want to cross the threshold of “I heard that’s so impossible to get that I won’t even try.” The Aquanaut and Nautilus have both arguably passed that threshold, which is why the Audemars Piguet vs. Patek Philippe argument tilts heavily in AP’s favor when you’re talking about sports watches under $40,000. The Cubitus may alleviate that.
What’s Happening on October 17?
Patek Philippe has invited some serious collectors to a private new-release event in Munich on October 17, 2024. Rumors about the Patek Cubitus were already flying, with some thinking it would be a chronograph and others predicting a diver or a Richard Mille-like tonneau case. I was digging through Patek Philippe’s trademark application for “Cubitus” and checking out their recent patents (like ones for a multifaceted bezel and extra-durable gold alloys) to try and find clues.
Alas, when a Patek Cubitus ad appeared in Fortune Magazine on October 12, 2024, pretty much all the predictions were proven wrong, except for the general predictions about it being a steel sports model. Plus there was a Reddit user who leaked a loose Cubitus dial pic that, in retrospect, seems legit.
Will the Cubitus Fill Patek’s Market Void?
Patek’s Cubitus won’t be for everyone, but I expect it to be a smash hit with long waitlists. Availability is unlikely to be high, especially because Patek recently revealed an ad campaign titled “Fast is the Enemy” noting that “to accelerate the time it takes to make a watch, we would have to cut corners and lower our quality.” So even though this an entry-level Patek Philippe lineup, don’t expect it to be easily attainable–at least for a while.
To many people, Patek is simply the #1 watch brand in the world. But there are other top luxury watch brands to compete with now. It’s no secret that the watch world has cooled off a bit since the peak of the hype in 2022, but Rolex watches are still selling just fine. And even six-figure hyperwatches like the Audemars Piguet Royal Oak Concept–or anything from Richard Mille–still have extremely strong demand. But, candidly, high-end offerings from Patek just aren’t moving as quickly as they once did. This Patek Cubitus, though, should sell just fine.
More on Patek Philippe:
Hands-On Review: Patek 7118, The Ultimate Ladies’ Nautilus
What is the Price of a Patek Philippe Nautilus in 2024?
2022 Patek Philippe Releases
Fall 2023 Patek Philippe Releases
Patek Philippe 2024 Watches and Wonders Releases
