Patek Philippe’s greatest strength over many years has been the family values that it treasures and how it treats its loyal authorized dealers as part of its extended family.
Never has that been more important than during the current Covid-19 pandemic, with Patek’s partners in virtually all its major markets having to close their stores.
In response, Patek Philippe relaxed its rules that have prevented dealers selling its watches online, throwing them a lifeline at a time when consultants cannot meet with their customers.
From earlier this week, the “add to bag” has been appearing alongside a selection of Patek Philippe models at family-owned retailers including Berry’s Jewellers and  Laings.
Watches of Switzerland is selling Patek Philippe models online in the UK, but does not appear to be following suit in the United States.
There are limits to the new way of working, and customers should not expect to find any steel Nautilus or Aquanaut watches online.
Watches of Switzerland in the UK has 23 models listed as available for next day delivery ranging from a Twenty-4 490/10A for £9,550 up to a diamond encrusted Gondolo 7099GG-001 for £85,070.
Laings has some extraordinary pieces on sale including a white gold Patek Philippe Grand Complication 5327G-001 listed for £69,450.
Patek Philippe is not selling online from its own website.
Neither Rolex nor Audemars Piguet appear to have relaxed their policies preventing online selling.
