Brummell spoke to Anna Rufus at the Patek Philippe London Salon on New Bond Street to find out how they help clients select the perfect ladies’ watch for their life and style.

At the Patek Philippe London Salon, how do you help a client start the journey of finding the right timepiece for her?

In order to start the journey of finding the right timepiece for a client, I start by asking her questions about what she is looking for. I try to understand the reasons why she might be looking for one style or type of watch or another. Following that, I’ll try to gain more insight into her life by discussing her lifestyle, travel habits and on which occasion she likes to wear a watch. Is she buying a watch to wear for functions, or does it need to fit into her everyday life? Or both? I will also try to glean whether the watch is being purchased to mark a special occasion, a milestone or moment to treasure. All of these elements contribute to finding the perfect timepiece.

What are your top three tips for picking a watch to match your style?

It is very important to find out exactly what the client wants from their watch in order to make the right selection for them to choose from. My three top tips are: first, find a case shape that fits well on the wrist and suits your wrist shape. Second, choose the right colour for you, taking into consideration the metal case and the strap. I also think the colour of the dial is an important consideration. Finally, it is crucial to adapt the strap, whether that be colour, style, material and stitching to your colouring and personal style.

We are extremely lucky that at Patek Philippe there is such a vast array of functions and styles of watches to choose from. It means we are always able to find a piece to suit the client.

Do you find more women are looking to start a watch collection?

Yes, absolutely. We have more female clients who are interested in watches than ever before and this is brilliant to see. We find women are wanting more from their watches and are becoming increasingly knowledgeable. We are always looking to create stronger lasting emotional bonds with the women who look to Patek Philippe to mark milestone moments in their lives while enjoying their watches every day.

Has the type of woman looking for a Patek Phillipe changed over the past 10 years? And are women looking for high complication watches?

There is no denying that women are better informed about horology than they were 10 years ago. Women no longer see watches as just stylish accessories; they want more from their watch. Nowadays, the way a timepiece works is as important as the way it looks. Patek Philippe created a new minute repeater model for women, Ref. 7040/250G-001. This grand complication chimes the time on demand by activating a push or a slide-piece and it is a very complex mechanism to produce – our female clients love it. 

Could you select three of your favourite Patek Phillipe ladies’ watches and explain what makes them special?

The first I would like to select is Ref. 7150/250R-001, one of my favourite pieces: it looks like a vintage watch, with that beautiful case shape and guilloché pushers. It is a manually wound chronograph, which is particularly special as Patek Philippe introduced this first entirely in-house chronograph movement in a ladies’ piece in 2009.

Secondly, Ref. 7130R, the new World Time, launched this year with an olive green guilloché dial. The 24 time zone indications are so useful when travelling across the globe. It makes me dream of far-flung destinations and the colour green is perfectly suited to this timepiece, harmonising perfectly with the rose-gold case.

Finally, the Calatrava Joaillerie Ref. 4997/200G. The 35mm case is an ideal size for women to wear. This lovely timepiece features a brushed calfskin strap with a satinated finish in navy blue colour, which matches the dial.

Patek Philippe London Salon, 16 New Bond Street, London, W1S 3SU; patek.com