The reference 5035 is going to go down in history as an important watch, as it is the first annual calendar wristwatch. The Patek Philippe reference 5035 reached out to a new and younger target audience, when it debuted, supported by the "You Never Own a Patek Philippe Timepiece; You Merely Take Care of it for the Next Generation" marketing campaign. For many people who thought that a date was as complicated as a watch got, the annual calendar model caught their attention. Patek chose wisely to market the reference 5035 with this campaign, as it is a watch that combines traditional design elements with a modern appearance and a genuinely useful complication. Dial is the more unusual and much more versatile silver (versus black) with applied luminous roman numerals and luminous hands. The subdials display day, month and 24 hour time. The date is in a window at 6 o'clock. Railroad style minutes chapter at the dial's periphery.