A COLLABORATION THAT TRANSCENDS TIME: 50 years of Patek Philippe and Suarez
Fifty years ago, at the Baselworld fair, the Suárez and Stern families met for the first time. That moment marked the beginning of a collaboration that has grown over time, always guided by craftsmanship, precision, and quality workmanship.
Since then, we have shared our journey with Patek Philippe in Spain, creating spaces where its essence has been able to fully express itself and accompanying those who seek in fine watchmaking something more than accuracy: emotion, memory and legacy.
This article is a look at that shared trajectory, at the milestones that have defined it and the way we continue to understand time as a work that deserves to be cared for and praised.
THE ENCOUNTER IN TIME
The origin of this relationship dates back to 1975, at Baselworld, a stage reserved for the most extraordinary houses in the world. There, amidst shop windows, conversations, and visions about the future of luxury, both families discovered common values: respect for craftsmanship and a dedication to excellence.
What began as a professional relationship gradually evolved, year after year, into a story built on trust, closeness, and mutual commitment. A natural evolution that remains today, discreet and solid, like the time itself, as reflected in Patek Philippe's creations.
SHARED VALUES
The affinity between the two houses stems from a shared understanding of creation. From the family essence, where know-how is passed down with authenticity and dedication through generations, to the heritage that sustains tradition, elevating every gesture, every craft, and the principles that have defined the character of Suarez and Patek Philippe since their origins.
At the same time, both look to the future with a constant drive for innovation, reinterpreting craftsmanship with creativity and vision, without sacrificing the identity that distinguishes each piece. This balance forges exceptional quality, based on the technical precision of watchmaking and the excellence of High Jewelry, where every detail is treated with the same meticulous care as a legacy destined to endure.
Exclusivity, understood as authenticity and meticulous attention to the process, materializes in unique creations that speak of those who choose them. From this dedication arises a natural distinction: a discreet elegance, born of craftsmanship, experience, and fidelity to the values that have always guided both houses.
Beauty then becomes a dialogue between technique and emotion, uniting aesthetics and functionality in timeless pieces capable of celebrating moments and preserving memories. Each creation is born with the commitment to accompany its owner, to endure over time, and then become part of their own story.
Thus, the legacy itself becomes a shared value: pieces conceived to transcend generations, preserving the passion, art and sensitivity that made their existence possible.
CAMPAIGNS THROUGH THE YEARS
This collaboration has found its expression in communication from the very beginning. From print advertisements to contemporary campaigns, Patek Philippe's watchmaking and Suarez's jewelry have engaged in a visual dialogue, always characterized by sobriety, elegance, and emotional depth.
These narratives have accompanied the cultural evolution of luxury at every moment, keeping intact the idea that true value does not reside solely in possession, but in the story that each creation can tell.
EMBLEMATIC SPACES
For five decades, Suarez boutiques have been the natural home of Patek Philippe in Spain. There, its watchmaking universe has found an environment that reflects its aesthetic sensibility, allowing our clients to enjoy an intimate, personal, and carefully curated experience.
Among these spaces, our Sota building in Bilbao stands out as an example of how we have both evolved without losing our essence. Equally significant was the opening of the Manufacture's first Shop-in-Shop in Spain, in our boutique at Serrano 63 in Madrid, a milestone that further solidified this bond.
A look towards the future
Today, 50 years later, this relationship continues to evolve naturally. The historic Suarez space at Serrano 62 will be transformed into Patek Philippe's first monobrand boutique in Spain. A place where the Geneva-based Manufacture can fully showcase its philosophy, its precision, its independence, and its profound respect for time.
More than a point of arrival, this milestone is part of an evolution that reaffirms what has always defined this collaboration: listening to time, accompanying it and elevating it through the most exclusive artisanal creations.
Half a century later, we reflect on the past with gratitude and on the future with hope.
Every watch delivered, every customer supported, and every story celebrated confirms that this collaboration is not explained solely by watchmaking or jewelry excellence, but by the emotion of creating lasting beauty, safeguarding artisan crafts that deserve to be celebrated, and continuing to build the future with respect, closeness, and dedication.
