Elevating the Game: Patek Philippe’s Cubitus Collection and the Rise of Square Watches

In a world where change can be daunting, it’s natural to feel a mix of emotions when a new brand takes on a design overhaul. For Patek Philippe’s Cubitus Collection, this means replacing the iconic steel watch, the 5711, with a sleek and modern square-shaped design. While some may initially be put off, I, for one, see an opportunity to bridge the gap between luxury watchmaking and cutting-edge technology.

As a tech enthusiast, I believe the launch of Cubitus Collection is closely tied to the rise of smartwatches, with the Apple Watch being a prime example. While it may be blasphemy to some to associate those “disposable gadgets” with luxury and mechanical engineering, I see a clear connection between the two.

From my own experience, I’ve grown accustomed to wearing a square-shaped Apple Watch, which has desensitized me to what once seemed like an unconventional form factor. In a surprising way, my Exposure to rectangular timepieces with rounded edges has shifted my perception of what constitutes a “normal” watch design.

The Cubitus Collection isn’t the first time a major watch brand has experimented with a square shape. In May, Audemars Piguet introduced the [RE]MASTER02, a bold and avant-garde design at a price point of $47,200. However, this isn’t a one-way conversation. Iconic timepieces like the JLC Reverso and Cartier Tank have proven that unconventional watch form factors can be appealing, even without the influence of modern technology.

Given the new ubiquity of square shapes, combined with Patek’s goal of positioning the Cubitus Collection as an entry-level offering aimed at a younger audience, I wouldn’t be surprised if this collection serves as a familiar and attractive entry point into the world of haute horology for a new generation, just as Patek hopes.

A close up shot of the left hand edge of the Patek Phillippe 5821/1A Cubitus Watch highlighting the edge of the case and teasing its dark green dial

Beyond the dial, the “wings” of the Cubitus are the strongest design call back to the Patek Philippe Nautilus

Patek Phillipe

A Bold New Era for Luxury Watchmaking?

In a rapidly changing world, it’s more important than ever for luxury watchmakers like Patek Philippe to adapt and innovate. With the Cubitus Collection, Patek seems poised to do just that, offering a fresh and modern take on traditional watchmaking. Whether or not this move will resonate with the masses remains to be seen, but one thing is certain: the future of luxury watchmaking has never been more exciting.