
Patek Philippe Will Open Its Largest Watch Exhibition Ever in Milan This October
More than 500 timepieces and objects will go on display at the Patek Philippe Watch Art Grand Exhibition this October, including some of the most important creations in the Swiss watchmaker’s history.
Experiential events are evermore the name of the game in luxury, as watchmakers put their own spin on the concept. Moving beyond timepieces, horology maisons have hosted everything from hands-on watchmaking master classes to extravagant, money-can’t-buy experiences with their brand ambassadors—think action-led activities with mountaineers and free divers, or private sessions with world-famous musicians and chefs.
Enter Patek Philippe, which has long danced to its own tune in terms of brand representatives (read: they don’t have any). The independent Geneva house has shunned the hype for a more steadfast dedication to time-honoured values, like heritage, tradition, expertise and innovation. That said, this being Patek Philippe, it may have already single-handedly spearheaded experiential watchmaking, when the company held its first Watch Art Grand Exhibition in Dubai back in 2012. An immersive showcase of Patek Philippe’s know-how and history, the event—which is always free and open to the public—went on to be held every two years in cities around the world including London, New York, Tokyo and Munich. More than 165,000 visitors later, Patek Philippe is hosting its seventh gathering in Milan next month.

Running from October 2nd-18th, the showcase will be housed in the city’s newly renovated Palazzo delle Scintille, presided over by a magnificent 30-m-high dome. The 2,900 m² exhibition space features 15 themed rooms displaying more than 500 timepieces and objects, making this Patek Philippe’s largest Grand Exhibition yet.
Italy is a notable player in the international watch market. Not only does the country have a strong tradition of art and design, it features prominently in watchmaking lore—from the discerning local clientele who have propelled cult watches to global status, to those who helped save some storied watch brands from extinction during the quartz crisis. Italy has long-standing resonance for Patek Philippe, too. When the maison was founded in 1839, one of its first watches was sold to a client in Rome, a fact that will be honored in Milan through a curation of early timepieces from the brand’s famed museum—including a 1897 enamelled, gem-set pocket watch belonging to King Umberto I of Savoy, and another from 1830 featuring a champlevé enamel map of the country’s northern region.

Thierry Stern, president of Patek Philippe, explains Italy’s unique draw. “For me, Italian customers hold a special place as they have this particular flair for design, fashion, and an avant-garde spirit,” he says. “As my father always told me, if a new model is successful in Italy, it will be successful in the rest of the world.”

Milan, your time is now.
The Watch Art Grand Exhibition runs from Friday October 2nd to Sunday October 18th at CityOval (formerly Palazzo delle Scintille), Piazza Sei Febbraio, Milan.
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