Last October, Patek Philippe launched the Cubitus – the skinny little brother of the ever in-demand Nautilus.
Critics argued that the Cubitus lacked originality, calling it a ‘derivative mix’ of the Nautilus and Cartier Santos. Some even compared it to ‘microbrand imitations’ casting doubt on its luxury creds.
The 45mm square case drew particular annoyance with reviewers deeming it clumsy.
Not only that, the design was slammed for being unimaginative – quite the opposite of some of Patek’s popular models.
Despite the online backlash, those who had tried the Cubitus on for size, did offer more favourable feedback on forums. They said they found it more comfortable as it was much thinner, and that they enjoyed the sleek profile, as it offered a nice, contemporary look.
But even with the more positive reaction, there were comments about the ‘oversize’ of the overall watch and some of the design elements.
How does the Cubitus fare now?
Somehow Cubitus has managed to defy its early critics to become a commercial success.
Despite the initial backlash, the collection sold well, with collectors eager to get their hands on the new models – not an unfamiliar story as the same was true of Audemar Piguet’s Royal Oak.
The thing is, beyond its catchy design, the Cubitus did introduce some notable technical advancements, while coming in at that more accessible entry point for younger fans.
President Thierry Stern certainly acknowledged the risks of introducing the Cubitus but said the brand needed to keep up with innovation to ensure the brand’s long-term vitality.
He likened the decision to Enzo Ferrari’s approach of selling road cars to support racing efforts, suggesting the Cubitus helps maintain the exclusivity of flagship models like the Nautilus and Aquanaut.
Sleek design
The Cubitus features a 45mm square case with rounded corners, blending geometric elements from squares, circles, and octagons. It was a new take on Patek Philippe’s traditional aesthetics, drawing inspiration from the Nautilus but with its own cheeky identity.
With a skinny profile at just 8.3mm thick for the time-and-date models and 9.6mm for the platinum version with complications, it was judged comfortable on the wrist.
The Cubitus initially launched with three models – the olive green time-and-date (reference 5821/1A-001) in steel, a platinum (reference 5822P-001) with a grand date with day and moonphase displays, and a third (reference 5821/1AR-001) – a two-tone steel and rose-gold model with the classic navy blue dial.
The platinum 5822P model even featured a new in-house movement including patented mechanisms like the tangential brake and flexible day corrector.
Market trends
Despite all the initial scepticism, the Cubitus has become a commercial success.
Authorised dealers have reported demand significantly exceeding supply, a common scenario for Patek Philippe’s sports models. This scarcity has fuelled a robust secondary market, with resale prices soaring well above retail.
Values on the grey market for the 5821/1A are nearly four times the retail price and for the 5821/1AR, values are almost triple the retail price.
Celebrities including Mark Wahlberg, Zlatan Ibrahimović and Frank Lampard have all been spotted wearing various models from the collection.
So if you’re lucky enough to own one, it’s certainly worth keeping hold of it for the long-term!
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The post Scepticism to success: Patek’s Cubitus appeared first on Luxe Watches.
