Patek Philippe

jim vancouver
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Why aesthetics matter?

During Abraham-Louis Breguet's lifetime, the aristocracy were the major influence on art. Educated and literate, the urban sophisticates expected their heavenly goods to be elegant, witty and titillating.
Breguet's numerals became popular because it had the appearance of all three qualities. Today, the purists among the followers of haute horology continue to favour the aesthetics of the enlightenment. The Breguet numerals just make a watch look complete.
Next, art deco became the dominant aesthetic as the West recovered from WW1. Fun and sophisticated, art deco very easily became the expression of the urban wealthy. Today, the addition of art deco details add touches of sophistication and decadence.
After WW2, austerity and functionality ruled. Today, Rolex still sells the Oyster Perpetual that is little changed from the 1960s. The design endures because it is class and culture neutral.
At the same time, a different view of the world began to gain traction. The modernist/industrial aesthetic evolved. Currently, the Lange Zeitwerk and the Urwerk brand articulate ideas about function and space different from the mainstream.
Let's not forget pop culture. Very quickly, pop art became passe in the public space. Yet, pop art lives on in our lives because of its capacity for self expressionism. Can you say Swatch?
So, we should be aware as we are pulled/pushed towards this brand and away from that brand. We are what we wear.
What about Patek? A key to its success is its ability to offer diversity under a single brand. For example, it sells several annual calendar watches. You have a choice of apertures, disks or a combination of. With different layouts of the apertures and disks. With numerals or without.
Patek doesn't proclaim the next big thing. It does not offend.
Instead, Patek offers a continuous release of updated designs. You can block out the stuff you don't like, and focus on the aesthetics you love. From Patek's long history and vast collections, there must be something you like. Even if it is pre-owned.