‘A stop in Milan to showcase the spirit and values of Patek Philippe’

I’m a firm believer in events like this: it’s important to keep promoting and keeping the wonderful watchmaking industry alive. Nowadays, there are many ways to communicate – via the internet and social media – but putting together a proper exhibition takes time, dedication and plenty of interesting watches like ours, as well as many historic models – not just those bearing our name – which we house in the Patek Philippe Museum and feel a responsibility to showcase.

In 2023, the budget for Wage in Tokyo was over 10 million Swiss francs (approximately 10.6 million euros, ed.): what about this year’s event? 

We’re more or less in that ballpark. The event cannot be staged every year; it must retain its exceptional nature, not only because of the budget allocated to it, but also because of the story it tells.

How many visitors are you expecting? 

Around 50,000. But I think there could be more, given that Milan is at the heart of Europe.

What goal have you set yourselves?

What matters to me is the quality of the experience we offer. I would like our customers – whether current or future – to leave the exhibition with a better understanding of who we are and of watchmaking in general. The aim is not just to sell, but also to showcase who we are. Especially to the younger generations.

Could this lead you to increase the number of watches produced each year? 

It’s unlikely to happen. That’s our biggest problem. Demand is very high and we’re operating at full production capacity. Of course, it all depends on the model as well, but I have no intention of increasing production volumes too quickly. My main priority is always quality, and with 70,000 watches produced today, I can manage, monitor and improve it.

Is it also with this in mind that the exhibition forms part of your strategies? 

Rarity has always been a hallmark of our watches. We would like to show a younger generation – who may be disappointed today because they cannot find a Nautilus or an Aquanaut – that we also create many other models. That is why it is important to convey the value of what we produce. I am the president and I am preparing Patek Philippe for the future. Not just for myself.