Among countless luxury watch brands, there is one brand universally recognized as number one: the representative Swiss watch brand Patek Philippe. Established in 1839, this brand was the first to create the wristwatch we commonly use today. It was also the first brand to produce the electronic watch. The prices for these watches start at a minimum of 100 million won.
You do not own a Patek Philippe.You are merely holding it temporarily for the next generation.
This phrase is prominently displayed at the Patek Philippe factory located in Plan-les-Ouates, Geneva, Switzerland.
Since its founding, this brand has adhered to the Swiss tradition of quietly crafting watches rather than engaging in extravagant marketing. Some models take up to nine years from order to completion. Nevertheless, Patek Philippe enthusiasts willingly open their wallets for this philosophy.
In fact, the watches they produce tend to appreciate in value over time. At an auction in 2019, a Patek Philippe watch made in the 1940s was sold for $31 million (about 4.1 billion won).
In today’s 'hurry hurry' culture, there are few corporations like Patek Philippe. Most corporations obsess over short-term results and are overly affected by quarterly performance. They continuously churn out new products in the name of innovation, yet many fail to leave a lasting impression on consumers.
In contrast, there are few corporations that take time and care like Patek Philippe. However, the trust built with consumers over long periods becomes an invaluable brand asset.
The wine industry in the northern Spanish region of Rioja resembles this. Rioja is a prominent wine-producing area in Spain. Its history dates back to around the 1850s, similar to the period when Patek Philippe opened its doors. At that time, the root louse phylloxera swept across France, leading to a crisis in the renowned wine region of Bordeaux. Bordeaux wine merchants wandered across Europe in search of places to replace their ruined vineyards.
They eventually settled in Rioja after crossing the Pyrenees. They noted that the climate in Rioja was similar to that of Bordeaux and discovered potential in the fertile soil along the Ebro River, which flows from Rioja to the Mediterranean.
For over 160 years, Rioja wine producers have diligently focused on improving wine quality. In 1991, the Spanish government recognized their efforts by granting the region a Denomination of Origin Control (DOCa) certification. This certification requires adherence to strict standards regarding grape varieties, cultivation methods, and vineyard locations. While it is difficult to obtain, once certified, it serves as proof that the wine has a certain level of quality. Currently, the only regions in Spain with this certification are Rioja and Priorat near Barcelona.
As a result of pursuing quality over time, Rioja wine has built a stable industrial foundation. Young people who left for the city have returned to continue the family business, studying wine in university. The population of Rioja increased from 273,800 in 2000 to 315,900 in 2020. Despite being a typical humble Spanish rural area, each village is full of vitality.
Coto de Imaz Gran Reserva is one of the wines that best represents the spirit of Rioja producers. The winery, El Coto de Rioja, was established in 1970 by Spain's National Industry Bank and top wine experts. With substantial financial resources, they invested much of their profits in equipment, vineyards, and high-quality oak barrels from the early stages. This was a strategy focused on long-term quality improvement rather than short-term revenue.
As a result, El Coto de Rioja was named 'Spanish Wine Producer of the Year' at the prestigious International Wine & Spirit Competition (IWSC) in 2016.
Coto de Imaz Gran Reserva is the wine that is aged the longest at this winery before being released. The optimal drinking time varies based on grape varieties or winemaking techniques. Generally, wines sold for less than 50,000 won are often ready to drink immediately. To age wine well, many factors must be considered starting from the winemaking stage. The tannin, alcohol content, and sweetness need to be carefully managed.
This wine undergoes an extensive aging journey, spending at least 24 months in American oak barrels, followed by at least 36 months in the bottle. The total aging process exceeds five years, lending depth and complexity to the wine.
This wine, showcasing the aesthetics of patience, received the Best Wine Award at the 2019 Decanter World Wine Awards (DWWA), hosted by the renowned wine publication Decanter. This award is a distinction among the top 0.3% of the 16,534 wines submitted. One judge noted, 'This wine is not merely for drinking; it is an experience of an artwork created by time.' Subsequently, this wine caused a selling out frenzy among wine enthusiasts around the world.
Coto de Imaz Gran Reserva received the 'Best of 2025' award, given to the highest-scoring Old World red wine at the 2025 Korea Wine & Spirits Awards. The importer is Vino H.