By Kien Lee
The partnership between Patek Philippe & Co. and retailer Cortina Watch goes way back. It all started in 1972, and 1986 saw the opening of Patek Philippe shop-in-shop at Cortina Watch Raffles City, Millenia Walk and Paragon boutiques. This was followed by the celebration of Cortina's 25th anniversary with an exhibition with the Swiss watchmaker in 1997.
The turn of the century then saw the opening of more Patek shop-in-shops as Cortina expanded its presence at at Cortina Watch Espace Starhill Gallery in Kuala Lumpur, Plaza Indonesia boutique in Jakarta and Espace Erawan in Bangkok from 2002 to 2004.
In 2009, Cortina Watch opened Patek's first standalone boutique at ION Orchard, and the next year, its second at Marina Bay Sands.
Fast forward forty years later, the re-affirmation of the longstanding partnership between the two sees the expansion of the ION Orchard boutique to become the largest Patek boutique in South East Asia, and this week, the re-opening of the newly-renovated boutique at Marina Bay Sands.
Patek Philippe and Cortina Watch share a commonality, fiercely independent as family-owned businesses, the former is now helmed by its fourth-generation President Thierry Stern whilst the latter by its second generation owners, Raymond Lim, Deputy Chairman and Deputy CEO, and Jeremy Lim, Chief Operating Officer.
Thierry Stern was on hand in Singapore to witness the unveiling of the boutique, joined by Jeremy Lim. On the occasion, he reiterated the company's vision to continue to focus on creating superlative horological timepieces (and delivering them in a timely fashion to patient customers, of course) and importantly, leaving the retail end to trusted partners like Cortina in the South East Asia region.
Indeed, the space that has been redesigned, is a reflection of Patek Philippe's quest to welcome its customers in a milieu that is reflective of the brand’s commitment to excellence and its spirit of tradition and innovation.
The 152sqm boutique is elegantly furnished with precious woods, plush leather upholstery, custom made glass, Baccarat crystals and burnished brass finishing. A specially created fragrance envelopes the boutique with its distinctive scent, reminiscent of the fragrance at Patek Philippe salons that is both familial and inviting for its customers to be welcomed in a warm and luxurious environment.
Nestled within elegantly appointed table vitrines, as well as in large display windows with burnished brass frames that flank the walls, the watch gallery showcases horological creations that brim with technical perfection and timeless designs, expressing Patek Philippe's passion for excellence, expertise and respect for the centuries-old tradition of fine watchmaking.
Beyond the watch gallery, the boutique opens up to an inviting area where customers can continue in their journey of discovery with personalised attention from the brand’s ambassadors.
A library complete with Patek Philippe's horological and historical literature, and a dedicated exhibition area allows customers to be further immersed in Patek Philippe's universe.
A significant milestone year in the longstanding partnership, 2016 also marks the 20th anniversary of Patek Philippe's "Generations" advertising campaign.
The message in its iconic tagline "You never actually own a Patek Philippe. You merely look after it for the next generation" is a testament to the longevity and continuity of the bonds between the two families and their commitment to preserving the art and appreciation of high-end watchmaking.
Patek Philippe Marina Bay Sands
The Shoppes at Marina Bay Sands
2 Bay Front Avenue #B2-239
Tel: (65) 6688 7008