A Grand Display
Patek Philippe's current grand exhibition is a massive investment that's well worth the money spent, says its president
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UNLESS YOU'RE A watch fan who's been living under a rock, you'd know that Patek Philippe's mega exhibition is currently underway in Singapore. But if you feel that the scale of this mega show is pretty-mind boggling for a campaign to sell more of its watches, Patek's president Thierry Stern stresses it's much more than that.
"If (it's) only marketing ... it's a lot of money just for marketing," he says during a stopover in Singapore for the event. At a preview of the Patek Philippe Watch Art Grand Exhibition in the Sands Theatre in Marina Bay Sands, there was speculation that the brand was spending 20 million Swiss francs (almost S$28 million) on the 16-day event. While he doesn't confirm it, Mr Stern acknowledges it's in the "millions". But "it's (money) well-invested."
Patek Phillip has certainly spared no expense and effort to make the Singapore exhibition memorable. For instance: Some 11,500 paper flowers with petals in 100 colours strung together are hung at the foyer to greet visitors. Called 'Majulah Singapura', the art work is the creation of Tokyo-based French artist Emmanuelle Moureaux.
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