How Patek Philippe's Calatrava became the world's most desirable dress watch – for both men ...

As Patek Philippe temporarily allows authorised retailers to sell its watches online, here's everything you need to know about the halo collection of the world's most collectable watch brand The cult of the Calatrava has be boosted by one of the most effective marketing lines in branding history and a string of high-profile, record-breaking results for Patek Philippe at auction It might constitute the very picture of what we'd call a traditional dress watch today, but when it debuted in 1932, the aesthetic simplicity of Patek Philippe's Calatrava meant it was very much la mode.

The Calatrava might have signalled a new direction for Patek Philippe aesthetically, but the brand's first 'family' of watches was also the first to reference, in name at least, the watchmaker's four-lily logo The fleur-de-lis-like emblem - known as the Calatrava cross after it had been adopted by Christian knights defending Spain's Calatrava fortress against Moorish attack in 1158 - was trademarked by Patek Philippe in 1887 The cult of Patek Philippe in general has been boosted by one of the most effective marketing lines in the history of branding - 'You never actually own a Patek Philippe.

The good news is that to aid authorised retailors whose showrooms are currently closed, Patek Philippe has agreed to allow them to sell watches they already have in stock online for the very first time. . Source