Luxury watchmaker Patek Philippe has allowed its retail partners to sell select models online for the first time due to stores shutting amid the coronavirus pandemic.
The brand has relaxed its rules preventing dealers from selling watches online, but is not selling its watches from its own website.
In a statement, the company emphasised the move was made to benefit authorised dealers rather than Patek Philippe itself.
“During this extremely difficult time, an exceptional decision has been taken to allow authorised retailers to sell Patek Philippe watches online that they have in stock, while their showrooms are closed,” said the statement.
“This is only for a temporary period to help Patek Philippe authorised retailers that are closed due to the COVID-19 situation.”
There are some limitations, with select models such as the steel Nautilus and Aquanaut watches not available online.
Even so, allowing the timepieces to be available online has created previously-unheard-of access to the brand.
Patek Philippe was founded in Geneva in 1839 and is one of the world’s oldest watchmakers.
