Patek Philippe's recent introduction of the 45mm square Cubitus watch reflects a broader trend in the watch industry, where major brands still favor larger timepieces. While smaller watches have gained popularity among certain collectors, core consumers show a strong preference for larger dimensions, as they often buy only one or two watches in their lifetime. Executives from various watch companies affirm that this sentiment persists, making smaller sizes less appealing to the average buyer, who struggles to accept the shift away from larger styles.
Core consumers, not the watch-collecting community, are just not going to buy into the smaller sizes, especially since they are only buying one or two watches.
Most consumers have to convince themselves that they are OK buying a smaller watch. It's usually an internal struggle for them because smaller watches are the exception.
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