Experiential events are evermore the name of the game in luxury, as watchmakers put their own spin on the concept. Moving beyond timepieces, horology maisons have hosted everything from hands-on watchmaking master classes to extravagant, money-can’t-buy experiences with their brand ambassadors—think action-led activities with mountaineers and free divers, or private sessions with world-famous musicians and chefs.
Enter Patek Philippe, which has long danced to its own tune in terms of brand representatives (read: they don’t have any). The independent Geneva house has shunned the hype for a more steadfast dedication to time-honored values, like heritage, tradition, expertise and innovation. That said, this being Patek Philippe, it may have already single-handedly spearheaded experiential watchmaking, when the company held its first Watch Art Grand Exhibition in Dubai back in 2012. An immersive showcase of Patek Philippe’s know-how and history, the event—which is always free and open to the public—went on to be held every two years in cities around the world including London, New York, Tokyo, and Munich. More than 165,000 visitors later, Patek Philippe is hosting its seventh gathering in Milan next month.
