Since the company was founded in 1839, Patek Philippe has paid close attention to its feminine clientele, winning the hearts of sophisticated female customers.
Among them was Queen Victoria, and in 1868, the brand crafted the first Swiss-made wristwatch for a Hungarian countess, and the manufacture’s first strikework wristwatch in 1916 was a ladies’ timepiece with a five-minute repeater.
With its pocket and pendant watches, exquisitely decorated with refined artisanal techniques, the watchmaker has dedicated much of its creative skills to creating a host of complicated ladies’ watches, including precious minute repeaters.
This illustrious history has carried on until today, culminating in the introduction of the new Twenty~4 Automatic collection, a timepiece that combines effortless style with technical expertise.
With a timeless design and an artisanal crafted self-winding mechanical movement, the Twenty~4 Automatic watch models are the modern woman’s everyday companions – the perfect choice for every occasion.
A stylish companion for today’s active women
In 1999, Patek Philippe combined women’s watchmaking with the geometric lines of a rectangular case with rounded corners, resulting in an instantly recognisable watch with a striking flair of its own.
The very feminine Twenty~4 became resoundingly successful, its unusual name reflecting the fact that it was a perfect companion for any time of day or night.
The manchette watch was endowed with a quartz movement (except the 2003 Haute Joaillerie model with a manually wound mechanical movement) – it came in various stainless steel versions and in gold as well.
In 2018, the design has been reinvented with a fresh new look with a round case adorned with diamonds, and, for the first time, a self-winding movement with sweep seconds and date aperture at 6 o’clock.
To Patek Philippe, the all-new Twenty~4 Automatic is dedicated to modern women with an appreciation for items with unparalleled aesthetic beauty as well as distinctive movements.
Made for the modern, self-confident woman who is a decision-maker with an active lifestyle, it is meant to accompany her any time of the day, complementing every part of her life, whether it’s to do with work, family, private or social engagements.
It matches the entire spectrum of a lady’s wardrobe – from office attire to outdoor looks to evening gowns, focusing on the woman who consummately handles latest-generation technology but prefers a mechanical timepiece on her wrist, one that represents a grand tradition of quality and the lasting value of an artistically crafted masterpiece.
The caliber 324 S C was Patek Philippe’s choice as the heart of the new feminine model. This self-winding movement with a Spiromax® balance spring in Silinvar® is a gem of precision and dependability. It is crafted to the strict standards of the Patek Philippe Seal and exhibits elaborate manual finissage (such as chamfered and polished edges and Geneva striping) that can be admired through the sapphire-crystal case back.
A sleek but complex case
The new Twenty~4 Automatic adopts the aesthetic appeal of the rectangular Twenty~4 with an exclusive bracelet featuring gently cambered central links framed by delicate two-tier outside links.
Gently hugging the wrist, it is a supple fit, inimitable and elegant.
The self-winding version stands out with a totally new round case (36 mm in diameter) featuring prominent yet subtle contours, with puristic style melding well with highly refined details.
An example of this is the beveled, diamond-set bezel, an elaborate construction that echoes the profile of the central bracelet links at 12 and 6 o’clock, emphasising the harmony of the overall design.
The case and bezel are cold-formed in high-tonnage presses and then carefully machined to refine the contours.
Afterwards, they are manually polished by highly skilled experts, an extremely demanding task given the complex forms especially in the bracelet lug zones. The dials are uncluttered and readily legible, with applied Arabic numerals in gold as well as baton hands with rounded ends and luminous coatings. The slightly domed sapphire-crystal glass underscores the sculpted profile of the case.
The Twenty~4 Automatic is available in five versions: two in steel with diamond-set bezels, two in rose gold with diamond-set bezels, and one in rose gold with diamonds set in the bezel, the bracelet, and the crown. The “Dentelle” (lacework style) gemsetting technique produces two-row configurations of offset precious stones that highlight their radiance.
All diamonds – immaculately cut flawless Top Wesselton grade – comply with the directives of the Patek Philippe Seal and are set to the most exacting jewelers’ standards.
The version in stainless steel comes in two dial colours that endow each model with its very own characteristic style: sunburst blue (Ref. 7300/1200A-001) or sunburst gray, delicately gradated from the center (Ref. 7300/1200A-010).
The rose-gold watches are also available in two colour combinations: a sunburst chocolate brown and gradated dial (Ref. 7300/1200R-001) or a silvery gray dial graced with an exclusive double horizontal and vertical satin finish that is reminiscent of precious wild Shantung silk (Ref. 7300/1200R-010).
For ladies who prefer a “dressier” watch, the Ref. 7300/1201R-001 is lavishly adorned with 469 diamonds for a total of about 1.88 ct, including the crown, the lugs, and the outer links of the bracelet.
The dial stands out with its silvery Shantung finish. All bracelets are fitted with a new patented fold-over clasp (Patent EP3162241B1) that is dependably functional, very comfortable, and aesthetically pleasing.
Painting a picture of today’s modern, independent and active woman
Launched in Milan during a major international event on October 10 and 11, 2018, the Twenty~4 Automatic aims at reaching a new demographic of discerning customers.
The international campaign, centering around a video and modern ads puts a strong focus on digital support, and is intended to reach mainly the 30- to 40-year-olds bracket.
Like the “Generations” campaign, it was developed by Leagas Delaney agency in London.
The campaign is centered around a film created by Dutch photographer, music video director and film director, Anton Corbijn, who became famous with his portraits, CD cases, video clips, and films by, for, and about the great stars in music. He has also produced several feature-length films.
Shot in Rome, the video highlights the Twenty~4 woman who stands out with great aplomb and projects the harmonious pairing of class and composure, showcasing a watch that is fitting at any time of day or night and matches any wardrobe.
The video shows a woman in constant motion in various everyday situations – striding forward with poise to meet what life has to offer, its images accompanied by the voice-over narration of an assertive, style-conscious woman who knows what she wants and what her goals are.
Thus, it paints a picture in which active and modern women automatically recognise themselves, and in sync with the “Generations” campaign, the video (in 45-, 30-, and 15-second versions) encourages viewers to “Begin your own tradition”.
It is an invitation extended to future customers in the world of Patek Philippe, urging them to share the brand’s values and to express their own interpretations of style and elegance.
The campaign also features print ads in the international press with themes inspired by the video and photographed by Anton Corbijn, produced in various formats to blend luxury with a fresh approach and contemporary finesse.
They always feature two images, one with the woman as the protagonist, the other showing the watch on her wrist as a replacement of the conventional product packshot. The motto is a further style element that emphasizes the campaign’s underlying concept: “It lives my life.”
To begin your own tradition with the perfect timepiece and right timing, contact Cortina Watch or the Patek Philippe boutique at Suria KLCC for more information.