Probably in visibility, but it is too soon to say the Cubitus has driven a rise in square-watch sales. Shaped watches were already gaining ground before Patek Philippe introduced the Cubitus: Chrono24 reports that rectangular watches gained an average of 6% a year from 2020, while Cartier’s Tank and Santos also grew in its 2024 marketplace data. The Cubitus may draw more eyes to the category, but the available figures do not isolate its effect.
Are square watches becoming popular again?
There is evidence of growing interest in shaped watches, though the strongest figures are about rectangular watches and dress watches—not every square model, and not the entire watch market. Chrono24’s analysis of transactions on its secondary-market platform found rectangular watches gaining an average of 6% per year from 2020 onward. In its 2024 analysis, the Cartier Tank’s model market share grew 30.9%, while the Santos grew 27.7%. These are signs that established designs with non-round cases were already attracting buyers around the time the Cubitus arrived.
The figures describe activity on Chrono24, not total global unit sales or new-retail demand. They show a trend on one marketplace; they cannot establish how every brand or region is performing. Chrono24’s 2024 market analysis provides the platform context for those comparisons.
What does the Cubitus change?
A high-profile launch can make shoppers notice a shape they might otherwise overlook. The Cubitus could therefore amplify interest in square and other shaped watches, particularly among buyers considering a dressier or less conventional alternative to a round case. But the evidence here does not show that the Cubitus caused the existing trend, or that its launch produced a measurable increase in square-watch sales.
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Chrono24’s later H1 2025 report points to broader interest in dressier watches among younger buyers: Gen Z’s share of dress-watch sales on the platform rose 44% between 2018 and 2025, compared with a 29% increase among other age groups. That movement was not uniform, however; Chrono24 also reported a slight dip in dress-watch demand in Asia and North America during H1 2025. The figures support a nuanced picture of changing tastes, not an uninterrupted boom. Chrono24’s H1 2025 report sets out those observations.
What are good square-watch alternatives?
If the Cubitus has you curious about the shape, there are square or square-adjacent designs to explore at different price levels and with different intentions. WatchGecko’s overview names the NOMOS Tetra 27, Herbelin Cap Camarat Square Skeleton, Rado Anatom, and Minase Horizon Mid-Size as examples. They are not direct substitutes for a Patek Philippe: case design, heritage, construction, positioning, price, and availability differ.
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- The pack of protective film covers the following areas:case (back, side, crown guard), lug (front), glass, bezel, endlink clasp， (front, side),bracelet（front,side）.
- 【 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.
- Maintain a smooth and stylish appearance of the watch while adding an additional protective layer.
- Use Finewatchcare's durable and reliable watch surface protection to extend the lifespan of the watch.
When comparing them, decide first whether you want a dress watch or a sportier integrated-bracelet look. Then compare the case’s actual shape and wrist presence, the design language, and current retail or secondary-market pricing. A model being square does not make it equivalent to the Cubitus in craftsmanship, status, or cost. WatchGecko’s square-watch overview is a starting point for identifying styles, not a live stock or price guide.
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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.
- Maintain a smooth and stylish appearance of the watch while adding an additional protective layer.
- Use Finewatchcare's durable and reliable watch surface protection to extend the lifespan of the watch.
What the numbers can—and cannot—tell us
- They suggest shaped-watch interest predates the Cubitus. Chrono24’s reported rectangular-watch growth begins in 2020, before the launch.
- They are marketplace measures. Chrono24’s market-share and sales-share observations reflect transactions on its platform, not a census of watch-industry sales.
- They do not prove causation. The cited reports do not isolate Cubitus-related purchases or compare sales before and after launch in a way that establishes its impact.
- They vary by category and region. Rectangular-watch performance, dress-watch sales, and demand in individual regions are related signals, but they are not interchangeable measures.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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