Patek Philippe sets sights on female market

Contemporary women are the target of the latest offering by Patek Philippe, lining up a possible assault on the lucrative market

Patek Philippe is launching a new addition to the watch market, aiming its Twenty-4 offering directly at the desires of female buyers.

The launch of the Twenty-4 is a strategic move by the company, according to Philippe Stern, the president of Patek Philippe, who explained that the firm is aiming to encompass all the qualities that a woman possesses: "Energy, style, sophistication and individuality", the Peninsula revealed.

He said that the company is planning to strongly boost its presence in the ladies watch market, stating: "There is a large potential for Patek Philippe as I feel that, in terms of prestigious traditional brands, there is plenty of room for a contemporary, fine quality watch."

Mr Stern added that as a result, the organisation will commit both time and energy to becoming one of the major players in the market in a similar way to the status the firm holds in the fields of men''s classical and technical timepieces.

Patek Philippe watches are the reserve of many politicians, including French president Nicolas Sarkozy and Peter Mandelson.


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