Patek Philippe 0457
The exhibit is packed with Patek Philippe’s most famous watches.

Sarah Jacobs

Patek Philippe, one of today’s most iconic and expensive Swiss watch brands, has opened a one-of-a-kind exhibit in New York City.

Situated in a two-story structure inside Cipriani’s flagship location on 42nd Street, “The Art of Watches, Grand Exhibition New York 2017” is 15,000 square feet of sparkling and historic watches.

Visitors walk through rooms that build on each other with “a different experience and a different motif,” said Larry Pettinelli, the president of Patek Philippe’s US business.

The exhibit is meant, in part, to expose the brand to a younger generation who aren’t buying watches like their parents did.

“It’s a watch. Yes, it tells time, but in your lifetime how many things do you really buy that you intend to keep for two, to three, to four generations?” Pettinelli told Business Insider. “Most people [today] are buying things as a throwaway generation.”

He added: “There are still companies out there that care about doing the art for the sake of the art — not just to make money.”

The exhibit is open through July 23. Let’s take a look inside.

The exhibit is located in Cipriani in Midtown Manhattan, in a space that was once a bank.

The exhibit is located in Cipriani in Midtown Manhattan, in a space that was once a bank.
Sarah Jacobs

Inside, visitors are immediately greeted with a reproduction of the historic facade of Patek Philippe’s workshop in Geneva.

Inside, visitors are immediately greeted with a reproduction of the historic facade of Patek Philippe's workshop in Geneva.
Sarah Jacobs

A larger reception area is there to give visitors guidance.

A larger reception area is there to give visitors guidance.
Sarah Jacobs

The first room shows a looping video about the history of Patek Philippe, stretching all the way back to its 1839 founding by Antoni Patek and Adrien Philippe.

The first room shows a looping video about the history of Patek Philippe, stretching all the way back to its 1839 founding by Antoni Patek and Adrien Philippe.
Sarah Jacobs

From there, visitors are ushered into a room showing Patek Philippe’s current line.

From there, visitors are ushered into a room showing Patek Philippe's current line.
Sarah Jacobs

Each case was built specially for the exhibition.

Each case was built specially for the exhibition.
Sarah Jacobs

The room was modeled on Patek Philippe’s salon in Geneva.

The room was modeled on Patek Philippe's salon in Geneva.
Sarah Jacobs

Even the rarest in Patek Philippe’s current line — like the Nautilus watch, which has set diamonds around the face — are on display.

Even the rarest in Patek Philippe's current line — like the Nautilus watch, which has set diamonds around the face — are on display.
Sarah Jacobs

The next room is known as the “Napoleon Room.” It contains a wall of screens with the view of the original Patek Philippe workshop in Geneva.

The next room is known as the