Patek is using a "calfskin strap with denim motif" (Patek-website: *klikk) to mimick... a Denim-strap. Wow! On a CHF70'000-watch (ref5980, and this is the list-price; market price is even more than CHF120'000, photo-source: Patek-website). Really ridiculous.

And why? A print of a material is pretending to be a material that it isn't. And this is the exact opposite of authenticity -- a main-pillar of a luxury-brand. How Patek could present this through-ball for critics at all is a miracle. Yes, using a denim-print behaves to a strap made of real denim like

• alligator-printed calf-leather vs real alligator-leather;
• gold-plated vs solid gold;
• Mercedes SL300 with AMG batch vs SL60 AMG;
• a massive brick-house with wooden slats on the walls vs half-timbered house;

Yes, we all know the bold and dynamic mottos of luxury brands -- "Even if you do best, then keep going and do better..." and such. Nice and motivating, sure. But in some situations the credo should be "If you cannot do better, then simply dont do it."