Reaction: news leak of the new Patek Philippe Cubitus

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Quick reaction piece on a advertisement leak on Fortune magazine’s latest issue on the new Patek Philippe collection – the Cubitus, set to be released in a launch event in Munich on Oct 17.

Reaction: news leak of the new Patek Philippe Cubitus

Circulating right now in many social media circles, and of course those who subscribe to Fortune magazine. This ad appeared in the latest (Oct/Nov 24) issue. When we first got wind of this news, we thought it was a hoax. But we confirmed it with an actual issue of the magazine, and the ad is there.

The ad as it appears on the magazine.

We have no further information on the new collection. We have not received anything from Patek nor have been invited to the launch in Munich on Thursday. So what we have seen and shown here is from what we have gathered and discussed with other experts. We will share more information when we get them.

The advertisement carries an image of the new Cubitus Collection with an angular eight sided watch with an almost square overall shape. Looks like a luxury sports watch. Reactions from the web have been interesting. @MikeNoveau described it as “curious” on his Instagram. Our own initial reaction is that the watch looks unusual, if we are polite. What do you think?

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6 Comments

    • Truly innovative, extremely complex, if this is a true Patek leak I am going to be the first one on the wait list.

  1. I think they need to go back to the drawing board asap. I mean, what the hell is that? It’s like they combined some of the lesser parts of the nautilus and the aquanaut and spit this out. There’s no way this isn’t a first draft that they just overconfidently sent out to the world. The smallest bit of market research would’ve told you this is a no. Even a single focus group. This is Patek “really feeling it Mr. krabs,” and thinking they can get away with anything and people will line up for it.