Lionel Messi, a living football legend, continues to exert his fascination far beyond the pitch. This time, it's not a decisive goal or a brilliant assist that captures attention, but a detail on the wrist: a watch that speaks the language of design and craftsmanship. This is the new Patek Philippe Cubitus, a unique creation that marks a historic moment for the Geneva-based watchmaker, which hasn't launched a new collection in nearly 25 years.
Presented at Geneva Watch Days 2025, the Cubitus stands out for its 40 mm square rose gold case, an angular and refined design that breaks with the brand's tradition of round cases while maintaining Patek's codes of elegance. The brown sunburst dial and integrated bracelet with polished and satin finishes complete a balanced, resolutely contemporary aesthetic. Inside, an ultra-thin automatic movement beats, a testament to the technical excellence for which the manufacture is renowned.
The arrival of the Cubitus isn't just a stylistic statement: it's a declaration of intent. In a landscape dominated by the popularity of sports icons like the Nautilus and Aquanaut, Patek has chosen to return to a more sophisticated, architectural, formal language. And it's no coincidence that its interpreter is none other than Lionel Messi, a symbol of talent, precision, and vision—values that resonate perfectly in the world of fine watchmaking.
Messi is no stranger to the world of watches. The Argentine champion owns a collection of timepieces that ranges from the most exclusive models—like the Royal Oak Concept Tourbillon in collaboration with Audemars Piguet's KAWS—to more accessible and youthful offerings, like the recent Tudor Black Bay Chrono with a turquoise dial. But his choice of the Cubitus speaks to something different: a stylistic maturity that favors simplicity over fleeting trends, quiet innovation over loud spectacle.
Although newly launched, the Cubitus is already a topic of discussion among enthusiasts and collectors. Some compare it to the Nautilus of the early years, others see it as the starting point for a new aesthetic era for Patek Philippe. In both cases, it's clear that this model—a symbol of discretion and savoir-faire—is destined to set a precedent.
Lionel Messi continues to set the tone off the pitch. And with the Cubitus on his wrist, he's not just celebrating the arrival of a new watch, but the entrance into a different era: more measured, more thoughtful, profoundly elegant.