THE SOCIAL BUZZ

OF PATEK PHILIPPE AND THE PERPETUAL

CALENDAR

A Two Week Snapshotof What’s Trending

in the Luxury Watch Industry

11 July – 25 July 2016

OURMISSION

The mechanical watch is a wonderful instrument and the guardian of craftsmanship

and creativity.

Our objective as the Fondation de la Haute Horlogerie is to take this wealth of expertise

into the world through our four missionsto inform, train, recognise and organise.

Since 2005, we have promoted valuesof excellence and tradition within

an organisation that has the supportof numerous brands.

In this series of trend reportswe aim to discover which stories,

pieces of news and industry developmentsin the world of haute horology gain

the most amount of traction in the digitalsphere - uncovering why these trends

are important to the industry.

Every two weeks we’ll be diving intothe world of digital conversations to discover,

what’s trending.

SNAPSHOTOF THE PERIOD

TRENDING TOPICS AND STORIESBETWEEN JULY 11 TO JULY 25

Percentage of conversations on luxury watches penetrated by the topic

Patek Philippe’s Perpetual Calendar chronographers endure admiration among watch lovers

Maintained activity surrounding the TAG Heuer Connected watch since its official release

Panerai introduce the Luminor Marina 1950, a modernized remake of their classic Marina Militare-issued watches

Ulysse Nardin add to their iconic Marine collection with the new Grand Deck Marine Tourbillon

Piaget celebrate 80s style with their new Polo S timepiece

0.96%

0.85%

0.73%

0.62%

0.62%

VOLUME OF CONVERSATIONSON HIGH-END WATCHES

What’s been published on the HH Journal:

Panerai – Military TributeDiscussing how Panerai’s heritage and connection to the 1940s military played a crucial role in inspiring the Luminor Marina 1950

Piaget – A Different GameExploring the heritage of the iconic Piaget Polo and its connection to New York and the sport of polo.

ANALYSINGTHE SOCIAL BUZZ

OF PATEK PHILIPPE AND THE PERPETUAL

CALENDAR

Patek Philippe’s history with this particular complication – which is fundamentally a way

of indicating the date, without the need for the wearer to adjust it – dates backs to the 1940s

when they introduced the very first serially produced Perpetual Calendar with Chronograph.

In the years since, Patek Philippe have created some of the most iconic watch models featuring a Perpetual Calendar - from the Ref. 3940 to the

Chronograph Ref. 1579 to 2011’s Ref. 5270.

With the watchmaker now regarded by many as one of the grand masters of the complication, it is

unsurprising that the Perpetual Calendar has become ingrained into the brand’s DNA – with Patek Philippe

Perpetual Calendar Chronographs commanding a high price tag and being much sought after.

While many Patek Philippe models have been featured at major auctions (whether it be for Christie’s or Sotheby’s), an upcoming auction by Phillips has

notably excited watch aficionados. At their Geneva Watch Auction: FOUR in November, Phillips will be auctioning off the Patek Philippe 1518 - the classic

1940’s timepiece that began Patek Philippe’s love affair with the Perpetual Calendar complication - in Stainless

Steel – of which there are only four in the world.

“Patek Philippe’s perpetual calendar chronographs are

among the most coveted watches in the world. The Geneva

manufacturer is undoubtedly the grand master of this

combination of complications”

Deployant blog

Among Influencers

6.49% Penetration of conversations

by Patek Philippe in Swiss watch related conversations

41.98% Increase of Patek Philippe

mentions against the previous two weeks

14.78%Of mentions of Patek

Philippe tare in relation to the Perpetual Calendar

complication

Beyond Influencers

8,213All online mentions of

Patek Philippe

25.35%Increase of Patek Philippe

mentions against the previous two week

1.88%Of mentions of Patek

Philippe are in relation to the Perpetual Calendar collection

SUMMARY

While Patek Philippe are not the first watchmaker to introduce the Perpetual Calendar complication

– in fact its roots can be found in astronomical clocks that date back to the beginning of the 17th Century – you’d be hard-pressed to find

another brand that has had as big of an impact in introducing the complication to the wristwatch. The extent to which the two have become so intrinsically connected together is reflected in

35.62% of influencer’s mentions of the Perpetual Calendar, is in relation to Patek Philippe.

It should also be noted that across all online sources, activity surrounding the Perpetual Calendar complication is one rise – within this period there was a 9.03% increase of total Perpetual Calendar mentions against

the previous two weeks – and this isn’t solely down to Patek Philippe. Recently Jaeger-

LeCoultre introduced a new Master Ultra Thin Perpetual, whilst IWC brought out their Pilot’s Watch Perpetual Calendar Digital Date-Month

Spitfire. Lest not forget the Rolex Oyster Perpetual – a much admired timepiece among

the online watch community.

Founded by Fondation de la Haute Horlogerie,the HH Journal is an online publication covering

watchmaking news in all its forms.

In collaboration with London-based agency RE-UP,The HH Journal is producing a series of trend

reports to analyse which current topics within the high-end watch industry are trending online.

Two key social tools are used to gather the data to analyse the current trends: An in-house database

of 2,000+ influencers and online sources specialising in luxury and watches – with the

ability to gather insight into 6 months’ worth of conversations. A social listening tool, allowing to measure and examines all online conversations.

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