The Cubitus, a wild success... for the Patek Research Department.

Maybe we’d all been sipping the Patek Kool-Aid a little too eagerly. Maybe we really bought into the idea that Patek was about more than just a name—that it was about tradition, innovation, and something deeper than the almighty dollar... err, franc. But no. Oh, God, no. Research came back with a clear message: “Give us something big, something flashy. Keep it as simple as possible—circle, square, triangle. No risks. Just take the most obvious elements, pull designs from existing models, slap on that same bracelet, that same horizontally embossed dial. And for the movement? Just give us something we can recycle across the collection. Doesn’t matter if it’s a little off-spec, we’re a company, not a trust like that other brand. This is the blueprint for economic success, trust us!”

And so, without a single original spark, they did.

No, the Cubitus isn’t a bad watch. It’s a revealing one. A watch that shows exactly who Patek has become.