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Why Thierry Stern’s Response to Cubitus Critics Became Part of the Patek Philippe Story

Thierry Stern’s reported “not our customers” remark added a second controversy to the Cubitus debate. Here is the watch’s design context and what the available sources support.
Estimate3–4 min Catalogued SpecialistWatchRanker Team
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Thierry Stern’s reported response to criticism of Patek Philippe’s Cubitus sharpened the debate around the watch: Tatler Asia quoted the company president saying that “99 per cent” of those making comments were not Patek customers. That is Stern’s reported assessment, not a verified count of critics. The distinction matters: the Cubitus is both a new watch with a specific design brief and a flashpoint in opinion about how a powerful luxury brand responds to dissent.

What did Thierry Stern say about Cubitus critics?

In its interview coverage, Tatler Asia quoted Stern saying: “99 per cent of the people who made those comments, they’re not our customers.” He also described the Cubitus as a “sister of Nautilus” that should have “its own DNA and its own power.”

The 99 per cent figure should be read as Stern’s reported characterization, not as a measured survey of commenters or customers. The original interview transcript is not available here, and an alternate French wording has circulated in forum discussion, so the Tatler quotation is best attributed to that outlet rather than treated as a universally verified transcript.

What is the Cubitus, and how does Patek Philippe describe it?

Patek Philippe introduced the Cubitus collection in 2024. The company describes its design as a square-shaped case with rounded edges, a horizontally embossed dial, and a bezel whose form combines a square, circle, and octagon. It highlights alternating polished and satin-brushed surfaces and frames the collection as a “Unique Alliance of Daring and Elegance.” These are the brand’s own descriptions, not independent judgments of the watch.

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Stern’s stated design intention on the official Cubitus page was: “I would like this watch to have a real sporty, fresh spirit. Capturing the essence of a convertible car.” That brief helps explain the brand’s attempt to give the collection a character of its own, even as comparisons with the Nautilus are inevitable.

References currently listed by Patek Philippe

Reference Material and format Complication or movement detail stated by Patek Philippe
5822P Platinum grand-date model Day and moon-phase indications; instantaneous grand date with a twin aperture at 12 o’clock, developed with six patent applications.
5821/1AR Rose gold and steel Self-winding 26-330 S C caliber and stop-seconds function.
5821/1A Steel Self-winding 26-330 S C caliber and stop-seconds function.
7128/1G White gold, 40 mm Self-winding 26-330 S C caliber; Patek Philippe describes it as released in 2025.
7128/1R Rose gold, 40 mm Self-winding 26-330 S C caliber; Patek Philippe describes it as released in 2025.

The lineup and specifications above reflect the official collection page, which can change. The page does not establish current prices or availability for these references.

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Why did the response provoke criticism?

The controversy has two parts: reactions to the Cubitus design and reactions to Stern’s reported way of addressing those reactions. Some commentary has compared the watch to the Nautilus or objected to the launch strategy. Time+Tide published an explicitly critical opinion piece on the launch and interpreted Stern’s remarks as antagonistic. That establishes that critical editorial coverage appeared; it does not show that most collectors, customers, or the public agreed.

For some readers, the “not our customers” remark can sound like a dismissal of criticism rather than an answer to it. For others, it may be a blunt statement that online commentary does not necessarily come from the people who buy Patek Philippe watches. Neither reading proves who the critics are or what customers think. No representative poll, customer-opinion statistic, or verified launch-sentiment figure is established by the sources cited here.

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  • 【 Scratch resistant 】 Use Finewatchcare's specially designed watch protector to protect the surface of your watch from scratches and cracks
  • 【Higher precision gloss】This protector is made of high-quality materials to restore its original luster and achieve higher accuracy.
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Is the Cubitus just a square Nautilus?

That is a critical shorthand, not an objective or settled description. Stern himself called it a “sister of Nautilus,” while saying it should have its own identity. Patek’s design explanation emphasizes the rounded-corner square case, the multi-form bezel, the horizontal dial embossing, and a sporty character. Those details support the company’s case for a distinct design language; they do not settle whether observers find the result original enough.

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What the named aBlogtoWatch headline does—and does not—tell readers

The aBlogtoWatch article named in the headline, “Patek Philippe Owner Thierry Stern’s Cubitus Response Is Exactly Why People Like To See Giants Fall,” is clearly framed as criticism. Ariel Adams, aBlogtoWatch’s founder, described David Bredan’s analysis in a LinkedIn post as addressing Stern’s public statements and an “uglier side” of exclusive luxury. A watch-forum thread also links to the article and characterizes it as a summary of Stern.

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The aBlogtoWatch page itself was inaccessible in the reviewed material. Those references corroborate its topic and critical orientation, but they do not establish its full argument or specific evidence. It would be misleading to attribute a detailed case to Bredan without access to the article text.

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