This is Matt Reustle. Today we are replaying our Breakdown of Patek Philippe. You never own a Patek Philippe. You merely watch over it for the next generation. I'll say it's the best marketing campaign in history, a campaign appropriate for the world's premier watchmaker and a watchmaker worthy of a Business Breakdown. Our guest today is John Reardon from Collectability. John has worked at Sotheby's, the auction house, and spent a decade at Patek Philippe in the early 2000s. He continues to write for Patek Philippe Magazine while he has launched Collectability, a brand dedicated to vintage and preowned Patek Philippe. We cover what makes Patek such a special brand. There is an almost 200-year history in craftsmanship and countless patents (like that self-winding mechanism that powers all automatic watches today.) What Philippe Stern did in 1989 could be worthy of a 10-episode series, so there is much to learn from this episode. Please enjoy this breakdown of Patek Philippe. For the full show notes, transcript, and links to the best content to learn more, check out the episode page here. ----- Business Breakdowns is a property of Colossus, LLC. For more episodes of Business Breakdowns, visit joincolossus.com/episodes. Stay up to date on all our podcasts by signing up to Colossus Weekly, our quick dive every Sunday highlighting the top business and investing concepts from our podcasts and the best of what we read that week. Sign up here. Follow us on Twitter: @JoinColossus | @zbfuss | @ReustleMatt Editing and post-production work for this episode was provided by The Podcast Consultant (https://thepodcastconsultant.com). Show Notes (00:00:00) Welcome to Business Breakdowns (00:02:41) The main differences between Patek Philippe and Rolex   (00:06:32) An introduction to Patek Philippe’s brand  (00:08:47) The founding story of the business (00:11:14) Henry Graves and the watches that he made for the brand  (00:16:46) The production process for making a Patek Philippe watch (00:19:56) A look at the 1989 and its importance to the business (00:22:08) The types of people who were interested in the brand and purchasing at auction in 1989 (00:24:41) An overview of the successful marketing campaigns of the 1990s  (00:27:26) Patek’s strategy at auctions, embracing both consignment and buying (00:30:38) The general size and scope of the Patek Philippe secondary market (00:32:20) The brand’s perspective of the secondary market and whether it affects the way they market new items (00:36:47) John’s personal experience working at Patek Philippe  (00:40:36) The company’s distribution strategy   (00:43:42) Breaking down the points of sale, branded dealers versus authorized dealers (00:44:29) The mindset behind consolidating dealers and the exclusivity it created as a byproduct  (00:46:22) How the LVMH acquisition of Tiffany has affected Patek Philippe (00:49:18) The potential of Patek Philippe being acquired by another company (00:53:48) Lessons learned from Patek Philippe