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Breaking tradition, Patek Philippe allows authorised dealers to sell its ultra-exclusive timepieces online

This rare decision was made specifically to assist its retailers during the pandemic.

, ET Bureau|
Last Updated: Apr 10, 2020, 08.06 AM IST
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Now at the click of a button, you can purchase a Patek Philippe without ever leaving your home.
Now at the click of a button, you can purchase a Patek Philippe without ever leaving your home.
In an unprecedented move that reflects the situation the world is currently facing, luxury watch brand Patek Philippe has broken tradition and granted authorised dealers the rare opportunity to sell its coveted pieces online.

This is quite unprecedented for the brand given that it has never sold its watches online, either through its own vertical or retail partners. In the past, clients had to buy timepieces through brick-and-mortar boutiques or private inquiries to the brand as the Geneva-based watch company preferred its retailers to cultivate a bond with its clients.

According to the brand, this rare decision was made specifically to assist its retailers during the pandemic.

“During this extremely difficult time, an exceptional decision has been taken to allow authorized retailers to sell Patek Philippe watches online that they have in stock, while their showrooms are closed,” they said in response to an email query from Professional Watches. “This is only for a temporary period to help Patek Philippe authorized retailers that are closed due to the Covid-19 situation.”

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​A Patek-Philippe Grandmaster Chime watch displayed at the 2019 Baselworld luxury watch and jewellery fair in Basel, Switzerland.​
A Patek-Philippe Grandmaster Chime watch displayed at the 2019 Baselworld luxury watch and jewellery fair in Basel, Switzerland.

So where can you purchase a Patek Philippe online?
These watches are only available at authorized dealers such as London Jewellers and Hamilton Jewellers and until stocks last. A complete list of authorized dealers can be found on the Patek Philippe website.

According to a media report, London Jewellers has almost 44 separate models available to purchase while Hamilton Jewellers has 17 models. All timepieces can be shipped priority, said the same report.

While this is good news for ardent fans of the brand, they might have to wait a while for anything new from the company. The company temporarily closed its manufacturing factory in March and has confirmed to a luxury magazine that they are delaying their 2020 releases in light of the pandemic. Rolex made a similar announcement.

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