The bar is flanked by two large-scale works depicting the panels of the Ref 20208M dome clock (All photos: Patek Philippe)
Cortina Watch and Patek Philippe enjoy a storied and exceptionally fruitful partnership that has gracefully spanned generations. Far more than a mere business alliance, the enduring relationship is built on a foundation of shared values, mutual trust and a deep reverence for horological excellence.
Recently, the heritage brands marked another milestone with the opening of a boutique at The Starhill in Kuala Lumpur. Occupying 312 sq m along the vibrant Bukit Bintang strip, the expansive destination proudly stands as Patek Philippe’s largest retail presence in Southeast Asia.
“We did not deliberately set out to make it the biggest,” reveals Jeremy Lim, CEO of Cortina Watch. Tailoring the layout to ensure every corner serves a meaningful purpose was the goal. “Dividing the space for sensible use just came out to 312 sq m.”
A striking 12.6m façade, featuring kirigami-style patterns inspired by the Calatrava Cross, allows sunlight to filter through during the day, creating an intricate interplay of luminance and shadow. As evening falls, integrated cove lighting takes over, breathing a soft brilliance into the sculptural wall.
Rich maple, Indian rosewood and vintage burnished brass are paired with silk tapestries to define its interior. Upon entry, visitors are welcomed into an elegant watch gallery, where an exhibition corner chronicles the historical timeline of both brands, documenting their individual and shared achievements.
“After browsing the watches, we would want our clients to sit down in a more comfortable manner to interact with them,” says Lim. While many appreciate the open atmosphere of the main gallery, guests seeking an extra layer of discretion can request access to a more intimate space. “We have smaller private rooms for one-on-one consultations as well as areas for bigger families or groups.”
1.jpg
The mezzanine floor opens up to a bar and lounge, ideal for mingling and hosting private events. It leads to a dining suite, which provides an exclusive setting for curated viewings. “These presentations are important because many of the watches carry significant stories. They also allow us to guide clients through the functions and explain the craftsmanship behind a rare handcraft, for example.
“We want it to be an experience because you are getting a Patek Philippe. It’s not just a transaction. Should our customers wish to mark the occasion, we are delighted to offer bespoke hospitality services within our private space,” says Lim.
Honouring a legacy of artisanal excellence, custom installations throughout the boutique create a harmonious dialogue between Genevan tradition and Malaysian heritage. Among these is a wood carving inspired by our country’s tallest peak — Lim’s favourite feature — crafted exclusively for this location.
“In recent years, Patek Philippe has commissioned a French wood sculptor to create bespoke works of art that pay homage to the local landscape of each boutique. In Singapore, the piece at the Marina Bay Sands boutique is inspired by the top-down geometry of the bay itself, while the One Bangkok boutique features a design of an elephant. We are honoured that The Starhill features a masterwork inspired by Mount Kinabalu,” he says.
Flanking the bar are two large-scale pieces depicting the panels from Ref 20208M “Birds on a Yellow Ground”, a tribute to the rare handcraft of Longwy enamel on faience. These works serve as an invitation to discover the painstaking process behind the craft, where a specialised colourant is applied after successive firings to reveal the traditional French technique’s crackled finish.
2.jpg
Intentional growth
While both companies share deep similarities, such as an unwavering commitment to being family-owned, Lim is careful never to take the relationship for granted. “I had the privilege of knowing the late Mr Philippe Stern. I have long known Thierry and have met both his sons. We have cultivated a relationship across generations, yet I am always mindful to treat this connection with the care. It is a relationship I approach with humility, ensuring that our personal history is never something I lean on — or take advantage of — in a professional context,” he says.
Following the passing of the honourary president on June 14, that multi-generational alliance resonates with even greater weight. For Lim, it represents a standard of mutual respect — one he is steadfastly committed to stewarding for the future.
“When my dad was conducting business with Mr Philippe, it was a different generation, defined by ‘golden handshakes’. But now with Thierry and myself at the helm, we are adapting our partnership to ensure we continue to move forward in tandem.”
At the ribbon-cutting ceremony, Patek Philippe CEO Laurent Bernasconi encapsulated this synergy perfectly: “Our philosophy is that we are watchmakers while our partners are the retailers. We don’t want to change that. Under the leadership of Jeremy, we’ve had a huge evolution. His team has been very proactive, always one, sometimes even two or three steps ahead.”
1.jpg
As the retail environment evolves and information becomes readily available online, the role of the sales advisor has evolved. Lim emphasises their primary value lies in sharing deep brand knowledge and fostering a genuine connection between the collector and maison. This transmission of expertise remains vital, guiding customers towards timepieces that strike a personal chord rather than merely pursuing the trend of the day.
“My team is proactive in ensuring that clients are engage with the collection whenever they visit,” Lim explains. “Turning a collector away due to a lack of stock is contrary to our values. A boutique exists to provide an immersive experience of the brand and it is our responsibility to ensure every visitor feels that connection.”
Nearly three decades ago, Lim received an Aquanaut from his father as a graduation gift. “I still have the watch. It’s something I will never part with, given the sentimental value attached to it. But back then, when it was first launched, nobody knew how successful it would become. Today, it is one of the most sought-after pieces,” he says, encouraging collectors to choose timepieces they truly resonate with.
This article first appeared on July 13, 2026 in The Edge Malaysia.
