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Visited a local watch shop/ authorized Patek dealer in Boston. They are closing that branch, and giving up their Patek franchise (not bothering to keep it for one of their other out of state branches). He said the clientele in wealthy suburban areas where their other store are located, just don't buy them. They still have a bunch of complicated pieces left, seems like 15% discount on several of them, although discounts vary according to what I was told. Suddenly, a guy walked into the store and shouted "Steel Nautilus?" The salesman said, "Sorry none." The guy walked right out the door. The salesman said to me, "It's like that all day long." The only models people care about now are the Nautilus and Aquanaut."
There are people who just want Nautiluses and then there people who more generally want Pateks. These days, by pure volume the former seem to outnumber the latter by far. However, Patek’s revenue is still just 30% from steel watches. So, while the latter group is smaller in number, they seem to spend a lot more money.
Do you think this is just a temporary trend or is Patek on an inevitable path to becoming another AP? It seems like the only brand that can still sell dress watches in volume is Cartier.
Temporary. Patek has made more of an effort to stem the tide than AP—in actuality, AP went the opposite direction and embraced it. Not surprising since the Royal Oak line can be said to have saved AP from oblivion. Not the case with the Nautilus and Patek.