Luxury watches have long held a certain prominence in pop culture, with celebrity ownership and red-carpet appearances balanced by on-screen references and the history of each piece that takes on a life of its own.
The Patek Philippe Nautilus is one of the brand’s most popular models, designed by Gerald Genta, who created the iconic Audemars Piguet Royal Oak – however, it is not the only timepiece from the brand that has become famous in modern culture as well as horological circles.
In fact, the brand itself has made a name for itself well beyond the mere watchmaking market – transforming what is essentially a watch manufacturing brand into an exceptional symbol of wealth and status.
How Patek Philippe Carved Its Place in the Luxury Industry
Patek Philippe is known for the slogan:
“You never actually own a Patek Philippe. You merely look after it for the next generation.”
This slogan underpins the brand’s place in pop culture, with an ad in the 1990s centring not around the design and mechanics of the watch but rather on the fact that an authentic Patek Philippe is an heirloom worth treasuring. This move away from the watch itself and towards what it stands for creates a different market, one which is buoyed by both investment buyers and watch lovers.
In short, Patek Philippe has always been the epitome of luxury – but what it has created in its brand story and marketing is the idea that each timepiece is an heirloom and an example of timeless status.
And that’s before we even start to consider the revolution that was caused by the launch of the Nautilus watch in 1976.
Introducing the Nautilus Watch to the Market
In 1976, Patek Philippe approached designer Gerald Genta. He had, just four years previously, designed and launched the Royal Oak watch with Audemars Piguet; an example of refined engineering and the highest quality design flair.
If you are to believe the stories told by Genta, he designed the outline and structure of the Nautilus watch in just five minutes, inspired by the rounded shapes of portholes and nautical influences. The brand wanted a sports watch that pushed boundaries and revolutionised the market – and in launching the Nautilus, termed ‘Jumbo’ for its exceptional size and build, they more than did so.
But what influence did the watch and its release have in pop culture?
The Role of Nautilus in Pop Culture
Pop culture is as much about how Patek Philippe launched and advertised its own timepiece to the consumer market as it is about how prominent wearers embed the watch into their looks and personas.
When Patek Philippe launched the Nautilus, they were committed to doubling down on – and really showcasing – their presence in the luxury industry, letting buyers know that mechanical watches were still on trend, still coveted, and still worth their attention.
While other brands were taking a step back in the face of newer quartz watches, which were cheaper both to make and to buy, Patek Philippe’s entire brand story was kept front and centre of the Nautilus advertising campaign – making waves across the market that clearly said the brand and its luxury status were not going anywhere.
And that was only further enhanced by the fact that the launch of the Nautilus was met with waitlists and an average waiting period of up to eight years.
Moving on now to some of the more classic and expected examples of pop culture and its embrace of the Nautilus model, it’s interesting to note just how varied the audience of buyers for this timepiece really is.
Some of the most notable wearers and fans of the Patek Philippe Nautilus watch include:
- Drake
- John Mayer
- Scott Disick
- Kylie Jenner
What’s more, there have been several collaborations connected with the Nautilus timepiece (as well as the wider Patek Philippe collection), with designers and brands like Tiffany & Co working alongside the watchmaking manufacturer to produce a watch that is just as much a high-end piece of jewellery as it is a functional watch.
There is one particular model of Nautilus, with the 5711 reference code, which is particularly prominent in the market – largely because it has been discontinued, further feeding the buyer demand, which only increases when availability is low.
This underpins just one of the market strategies that keeps Patek Philippe and its timepieces at the forefront of the luxury market. But is the lack of stock a smart marketing move, or is it more closely linked with the design and manufacturing process, and the brand’s commitment to only selling watches made with precision and quality?
How Patek Philippe Stays at the Front of the Market
A brand with such status in the watchmaking and luxury industry creates demand through a mix of reputation, the connection between its watches and wealth and high status, and of course that limited supply to feed the rising demand.
Whether it’s a vintage or a more modern Patek Philippe watch, the prominence of the brand among celebrities and across pop culture means that more and more buyers seek their own slice of the brand. This pushes costs higher, which only serves to increase the coveted status of every piece.
Is a Nautilus Watch a Good Investment?
As soon as the Nautilus watch was released, it marked a shift in the market around sports watches – showing that sports watches could be luxurious and timelessly stylish, as well as functional and built to last.
With several of the most popular Nautilus models discontinued and exceptionally rare, finding an authentic Nautilus is a great investment opportunity – giving you ownership of not only a high-quality watch but a piece of brand, and industry, history.
Most buyers can only really get their hands on a Nautilus via the second-hand market, with resellers and auctions pushing huge deals and high prices across every Nautilus model. Make sure to work with a reputable reseller when buying such a high-ticket item, and ask to see all of the proper valuation certificates and documents before purchase.
For more insight into the luxury goods and timepiece market, and to browse our current stock, get in touch with the Love Luxury London team today.
