Patek Phillipe Exhibit Rendering

Patek Philippe is plotting a glitzy mission to educate the public on the art of watchmaking.

The luxury firm will mount a self-funded, self-orchestrated exhibit of its brand history this summer in New York. Held at Cipriani 42nd Street, “The Art of Watches Grand Exhibition New York” will take place from July 13 through July 23.

“What we try to do is not only educate people on the Patek Philippe brand, but watchmaking in general. How does a watch work? What are the trades that get involved in watchmaking? Enameling, engraving — these are old-world crafts that people never get to see. We are educating people about watches and how they work,” said Patek Philippe U.S. president Larry Pettinelli.

For the exhibit, Patek will build out a two-story structure within Cipriani’s high-ceiling space. The layout will be engineered as a series of 10 themed rooms — each telling a different facet of the watch industry story, intended to mimic aspects of Patek’s own Geneva museum.

Spaces will be dedicated to U.S. history as applied to Patek Philippe, rare handcrafts and complications and a room displaying Patek Philippe’s current collection.

The structure’s total floor space will measure 13,218 square feet. The exhibit will include various watches of high complications, including minute repeaters and perpetual calendars, historically significant watches, predating the brand — including a style dating back to 1530, pulled from Patek global president Thierry Stern’s own private collection — will also be on display.

The event will be open to the public, free of charge. The brand will also host an on-site café for visitors.

The “Grand Exhibition” program is a recurring one for the brand — with Patek previously hosting expos in international locations including London, Dubai and Munich.

Patek Philippe last mounted an exhibition in New York in 2008, although on a smaller scale — within Tiffany & Co.’s Fifth Avenue flagship. Previous iterations have gone on to travel to Los Angeles, but due to the complicated nature of this exhibit’s build-out, Cipriani will be the show’s only stop.

Said Larry Pettinelli: “We haven’t had [an exhibit in New York] in almost a decade. I’ve been around for four of these in my over 30 years with the company. And the resonance it creates — people come and visit with their kids as a family and for 10, 15 years after people come back and say, ‘I was at your exhibit in Beverly Hills,’ They really remember, it makes such a lasting impression.”