In 1996, Patek Philippe launched their highly regarded ‘Generations’ advertising campaign, which celebrated its 20th anniversary this past December. Created by the London-based Leagas Delaney advertising agency, the ads center around the concept that “You never actually own a Patek Philippe. You merely look after it for the next generation.”
Shot by world-renowned photographers, this award winning campaign centers around the notion that a timepiece is an heirloom and meant to be handed down from generation to generation. Coming from a family-owned company, the message resonates with their international clientele. The image above shows the latest videos shot for their website, featuring fathers and sons and mothers and daughters from different parts of the world.
While the overall message is wholesome, there is something provocative about telling someone that the timepiece they spent thousands on is not actually theirs. While most watch collectors are familiar with the brand, this campaign opens Patek up to the public at large with its universal message of family love. The reason for its success and longevity is tied to its focus on the elements of Swiss watchmaking that are most relatable. This is a welcomed departure from other campaigns that focus messaging on the exclusivity and luxury of the timepieces themselves.
To watch the latest videos from the ‘Generations’ advertising campaign and browse their collection of timepieces, visit patek.com.
