Cover Thierry Stern, CEO of Patek Philippe
Thierry Stern, CEO of Patek Philippe
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Thierry Sterns of Patek Philippe chats with Tatler GMT on a number of topics at Watches and Wonders 2026
When Thierry Stern took over as president of Patek Philippe from his father in 2009, the internet was maturing, but social media had yet to tighten its grip on the masses.
Fast forward almost 20 years, and the luxury landscape could not be more different. Words such as “trending” and “engagement” have worked their way into the marketing lexicon, digital influencing has become an actual profession, and AI is tightening its grip across industries.
Yet Patek Philippe has remained steadfast, an unshakeable force amid the shifting tides—something Stern himself readily confirms. “That’s the beauty. We don’t change our strategy. It has been the same from the start: make the finest watch in the world, stay independent, and maintain the highest standards of quality, which is the Patek Philippe Seal. That’s all we need to do.”
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Above The Patek Philippe booth at Watches and Wonders 2026
The Patek Philippe booth at Watches and Wonders 2026
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This refreshing absence of FOMO is perhaps one reason the company remains among the most prestigious names in horology today, more than 180 years after it was founded. While Stern is not opposed to adopting the latest technological platforms, he insists they should never compromise the message.
“It is not so much about the tools we use to communicate but what we’re communicating, whether it is our commitment to preserving our products, which allows us to repair every watch made since 1839, or the fact that we’re the leader in grand complications. Moreover, I don’t like to be the ‘guinea pig’ for a new technology. I prefer to wait and see.”
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Above Nautilus 5810/1G-001 in white gold
Nautilus 5810/1G-001 in white gold
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This year marks the Nautilus’ 50th anniversary. There is no new tourbillon, no new minute repeater, no major novelty designed to redefine the collection, as one might expect for such a significant milestone. There is not even a grand celebration—at least not that we know of at press time.
Instead, there is a capsule collection of highly collectible timepieces featuring the Nautilus in its purest form: two-hand wristwatches in 41mm white gold (Reference 5810/1G-001, limited to 2,000 pieces, and Reference 5810G-001, limited to 1,000 pieces) and 38mm platinum (Reference 5610/1P-001, limited to 2,000 pieces). They are powered by the ultra-thin Calibre 240, allowing the watches to maintain a slender profile measuring just 6.9mm in height.
“The key strategy for me is how do we celebrate such a beautiful watch without overwhelming the other collections. The results, I think, are quite interesting. On the one hand, they are easy to wear; on the other, they are very complicated to fabricate because of how slim they are. It showcases what we do so well: beautifully made watches that embody our know-how.
Above Nautilus clock Reference 958G-001
Nautilus clock Reference 958G-001
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Stern, however, acknowledges that there still needed to be something extra special, so he decided to create the first Nautilus desk clock. “You can have it in your pocket, but I would suggest putting it on the night table. There are only 100 pieces, so it’s very rare—and quite a nice piece.”
He is content with these timepieces alone commemorating the Nautilus’ 50th anniversary. “I think that’s enough,” he quips. Given how in demand they already are, such restraint is admirable. Yet it only reinforces the sense of exclusivity for which Patek Philippe is renowned.
This deliberate understatement aligns with Stern’s insistence that Patek Philippe should not become overly dependent on the Nautilus, however successful it may be.
Indeed, in 2024, he launched the Cubitus to introduce a square watch into the brand’s portfolio. The collection is also aimed at a younger demographic.
Two years after its debut, the Cubitus appears to be winning over a new audience as intended. “I see my sons (both in their 20s) wear the Cubitus often. They love it,” Stern notes. “What I like about the Cubitus is that it has a very strong design, and you can recognise it easily. That is very important because a strong new collection always starts with a strong design. Like all new products, you have to build it step by step—find the right size, find the right colour, with different movements.”
Above Cubitus Perpetual Calendar 5840P-001 in platinum
Cubitus Perpetual Calendar 5840P-001 in platinum
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This year, Patek Philippe introduced the first Cubitus with a grand complication. Reference 5840P-001 features a perpetual calendar and is powered by the skeletonised 28-28 Q SQU calibre.
“I still have plenty of ideas, but I’m not going to have a new model every year. That would be too much. We already have a very strong collection.”
Read more: Does size matter? Patek Philippe Cubitus 45mm vs 40mm
At 55, Stern is grooming the fifth generation to ensure a smooth transition. Mirroring his own early entry into the family business—he was only 20 when he joined—his elder son Adrien, 24, officially came on board in 2025. Stern has said previously that his sons were free to choose their own paths, so when Adrien joined the company, he was pragmatic about the learning curve ahead.
“Adrien already knows what Patek Philippe stands for—he learnt that from me, from his mother, from my father. And he will learn about the business too. I used to work with family-owned retailers, but now you have these big groups. It’s a little more complicated sometimes, but he will learn. Step by step—in time he will be as good as us.”
Above “Macaws” dome clock
“Macaws” dome clock
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During his tenure, Stern introduced the Watch Art Grand Exhibition, now a regular event aimed at educating the public about the manufacture’s watchmaking heritage while strengthening the brand’s future. He inaugurated the PP6 manufacture in 2020, an ultra-modern production facility that also houses its prestigious Rare Handcrafts department. And, of course, there is the Cubitus.
Stern believes every generation has a responsibility to evolve the brand, and he expects his sons to do the same.
“I added my own stamp, and I believe my sons will do the same. It is our duty to evolve—that is the power of the brand,” he says.
Like the iconic advertising slogan, Stern is looking after Patek Philippe for the next generation. Is that a burden?
“That slogan came from our retailers and our clients. We sent the agency (Leagas Delaney) around the world to talk to retailers, distributors and clients, and they came back with this slogan. That was fantastic trust and con idence. So there’s no pressure; rather, it motivates me.”
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Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
