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An interview with Patekaholic: Patek Philippe on brand love...
Point of View

An interview with Patekaholic: Patek Philippe on brand love and digital defiance

Thursday, 07 September 2017
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William McNish
Strategic Planner at RE-UP

“There is nothing quite as beautiful as the spark in a person's eye when you bring up something they are passionate about.”

Creative flare with an analytic mindset.

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7 min read


  • Finance
  • 39 years
  • N/A

Jasem has three passions in life: amazing watches, cars and cigars.

Jasem knew from a young age his passion was watches, he also knew a swatch wasn't going to cut it... At the age of 16 his mother bought him his first watch - a Tag Heuer - he hasn't looked back since.

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Tell us a little bit about yourself? How did you get into Fine Watchmaking?

My name is Jasem I work in finance and my passion happens to be cigars, cars and beautiful watches.

Ever since I was young, I always remember wanting a watch but for me a swatch just would not cut it. At age 16 my mother got me my first watch which was a Tag Heuer, after it was an obsession that I never knew how to stop. I went on to add an Omega Seamaster and a Brietling Navitimer to my collection by saving my daily school allowance. The passion grew from then onto Rolex, then Hublot, Richard Mille, Audemars and finally Patek Philippe.

Why Patek Philippe?

I must admit at first I was mesmerized by the strength the brand carried, there was an aura to it that I couldn’t put my fingers on. When I got into Patek, which wasn’t long ago, people even at that point have never heard of the brand. Yet those who did, were the successful, established and they had a taste far from the mainstream one. However, once I got into the brand deep and started a buying I understood that with Patek, creation is linked to emotion and not to news hype. Hence you don’t see ceramic cases or carbon ones, that’s not to say they are not amazing feats of engineering and creativity however the quest for greatness comes first from passion and second from an artistic point of view which I love. Also, with Patek, as much as we have criticized some models they will eventually grow onto you, as the brand pushes its limits on design and creativity the typical first reaction is a harsh one, but then on after it becomes a love at second sight if you will.

What is your favourite Patek Philippe watch ever? Why?.

Tough, I have a few. I love 5070’s, I love 1463’s, I love 1579’s and 1518’s, I adore 3488’s and 5004’s, with my taste I’m all over the place, however I noticed that I tend to be in love with Patek Chronograph’s, why is a tough question, I can go on for hours. Let’s just say their beauty, case design, dials and if there is an open case back, the movement speak for itself.

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Why do you think Patek Philippe are so against social media?

I don’t think they are, I think they are conservative, they will eventually get there. They all do.

Do you think the brand will ever get social media?

Yes, print media is dying and you can claim that it’s already dead. As much as Patek wants to believe otherwise most of their growth in brand loyalty has come from IG pages like mine and many others. The social media platform is powerful however, it can be dangerous too. It opens the gates for opinion and marketing now is two sided versus and one-way highway with print media. This, and solely this, scares many big brands because now you can have negative feedback, on the spot and it reflects immediately on brand loyalty, sales and public opinion. If managed well though, it can be a powerful tool. Patek to this day and we can cite many examples have changed dials based on public opinion, which means Patek listens but they don’t participate.

Do you think a lack of social media affects their sales (especially among younger audiences)?

The company is growing by the day and production numbers are increasing hence why many collectors are wishing for them to cut production, I think the company is doing better than they themselves expected. The younger audience will remain a Nautilus and Aquanaut base mainly, and Patek is feeding into this base with fury, personally a steel 44mm Nautilus in my opinion will come, either next Basel or the one after but it will come, and trust me a 44mm Nautilus wasn’t made for your 73 year old neighbour. 

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If you could own any watch, what would it be and why?

I would buy a steel 5070, if it exists. I hope it does, I hope the owner knows how much I love it and need it in my life

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