Jumped the shark?

[sxdcfv911]

Has Patek jumped the shark referring to their Nautilus as "Nautilus Cult Watch"? It seems out of character as Patek generally presents themselves in a bit of a restrained and dignified manner.

[Ubiquitous1984]

The Nautilus is undoubtedly a cult watch by any benchmark. I don't see the use of the adjective as gauche, only factual.

[bobernet]

Originally Posted by ubiquitous1984

the nautilus is undoubtedly a cult watch by any benchmark. I don't see the use of the adjective as gauche, only factual.

+1

[Russell996]

Is it factual to call it a cult watch?

noun: cult
1. a system of religious veneration and devotion directed towards a particular figure or object.
"the cult of St Olaf"
2. a person or thing that is popular or fashionable among a particular group or section of society.

The Nautilus seems to have a wider appeal than simply being 'fashionable among a particular group or section of society'.

[Rushne]

Originally Posted by Ubiquitous1984

The Nautilus is undoubtedly a cult watch by any benchmark. I don't see the use of the adjective as gauche, only factual.

You're not wrong there, but I also found it a little jarring reading that on the website.
Can't quite put my finger on as to why.

But I do expect all watch manufacturers to "update" their communication language to some more contemporary words to try and capture the younger generations attention I guess.

[Ubiquitous1984]

Originally Posted by Rushne

But I do expect all watch manufacturers to "update" their communication language to some more contemporary words to try and capture the younger generations attention I guess.

I think you've hit the nail on the head with this. PP have also very recently amended their social media presence: they now provide far more regular updates than their previous strange deluge policy (they'd dump a tonne of posts all at once, and then go silent for weeks before repeating the process). Today's Instagram posts on the new releases have been excellent IMO.

This small change combined with the rest of the marketing policy will help attract the next generation of PP lovers, who are essential to the long-term sustainability of the company.

[bobernet]

Originally Posted by Russell996

Is it factual to call it a cult watch?

noun: cult
1. a system of religious veneration and devotion directed towards a particular figure or object.
"the cult of St Olaf"
2. a person or thing that is popular or fashionable among a particular group or section of society.

The Nautilus seems to have a wider appeal than simply being 'fashionable among a particular group or section of society'.

The particular group/section is watch enthusiasts who can afford and want a Nautilus. Compared to the majority of society, that’s a very small and specific group.

Admittedly, this ignores the other group that are investors/flippers.

I don’t love the “cult” language from PP, but I don’t think they’re wrong.

[Rushne]

Originally Posted by Ubiquitous1984

I think you've hit the nail on the head with this. PP have also very recently amended their social media presence: they now provide far more regular updates than their previous strange deluge policy (they'd dump a tonne of posts all at once, and then go silent for weeks before repeating the process). Today's Instagram posts on the new releases have been excellent IMO.

This small change combined with the rest of the marketing policy will help attract the next generation of PP lovers, who are essential to the long-term sustainability of the company.

Completely agree. I have noticed that change as well. When they first started their instagram account it really was just a deluge and disappear. It's much better now.

With regards to sustainability , agree again.
https://www.youtube.com/watch?v=x9CiR21f0b0
You might find this video interesting as well.
I now stand back a bit when seeing "out of character" products or communications and think.... "This is probably for a new generation, or maybe it's just insane" :)

[sxdcfv911]

All good and thoughtful points.

[joa]

yea i find it very strange too... i always thought Patek was about understatement but maybe that was an illusion all along

[GB-man]

It stuck out to me as well. I wouldn’t read into it. Thierry isn’t writing the copy. Probably best that way

[kaiserphoenix]

What about this video then? Haha a dig at AP for sure: We have no hero watch

https://www.patek.com/en/company/phi...ere-is-no-star

[DC116710LN]

I noticed the language as well and didn't love it. When a watch is as popular as the 5711 you don't need to tell people it's popular. I also found the choice of the word "cult" to be peculiar.

[Jmaster]

Originally Posted by joa

yea i find it very strange too... i always thought Patek was about understatement but maybe that was an illusion all along

I think PP was about understatement but with all things hyped by social media, it’s no longer. That word “cult” really jumps out in the marketing materials, and really highlights changes with the brand.

[dchang81]

It's jarring to me when they said they wouldn't be defined by the nautilus

[SoylentGreenChi]

Originally Posted by sxdcfv911

Has Patek jumped the shark referring to their Nautilus as "Nautilus Cult Watch"? It seems out of character as Patek generally presents themselves in a bit of a restrained and dignified manner.

Jumped the shark long ago, and you note a recent example. PP is the brand I love and collect, but their marketing is shot through with hypocrisy. Could go on but either you see it or you don’t, not a big deal.

[byow]

As long as their watches appeal to me, I do not care about the words they use on Instagram or their website.