Patek Philippe is Open for Business on Bond Street
After months of renovation the Patek Philippe Salon reopened at the end of 2014 with an entirely new space and a new approach to retail. Salon Director Ed Butland spoke the The Luxury Report about how the new Bond Street boutique fulfills the dream of the brand’s former president Philippe Stern.
“We were under the umbrella until November 2005,” said Butland, “when the MW Group were taken over by Aurum and Mr. Stern took the opportunity to purchase the salon [15 New Bond St]. We were in a very small, confined space [85 sq m] and we always knew we needed more space but, as anyone in the retail industry will tell you, finding new space on Bond Street is impossible.
“Philippe Stern has always had a dream to have this location, for 25-30 years, and it was only in 2013 we were able to obtain the lease on this building, so we then had the opportunity to take 15 and 16 [Bond St] and join them together to have one unit and giving us 420 sq m.”
Not only is the new Patek Philippe Salon more spacious, it also offers the customer a more personal shopping experience.
“A client’s first impression is the exterior of the building and the window displays that we present to them. Gone are the days – at least I hope so – of seeing hundreds of watches on a flat surface, we don’t put a lot of stock in the window,” Butland explained. “We want the client to be invited in, to sit down with us. They’re not obligated to buy something because they walk through the door; we’re here to assist them. I think that environment has been created where they can move around and feel free and happy and uninhibited.”
Or at least as uninhibited as one can feel while shopping for a watch selling for thousands of dollars. The salon is open now at 16 Bond Street in London.