“You never actually own a Patek Philippe…” In just seven words, the Swiss luxury watch brand Patek Philippe would take the world by storm with a heartwarming advertising campaign that emphasized the timelessness and exclusivity of the family-owned brand that has thrived through four generations.
Shot by Peggy Sirota
The message of the campaign showcased touching photographs of families (mothers and daughters, fathers and sons) sharing special moments that were captured by world-renowned photographers including the likes of Peggy Sirota, Peter Lindbergh and Veronique Vial. The campaign would later go on to win the prized Prix Suisse de la campagne horlogère de l’année Swiss award for watch advertising of the year. As the years rolled on, this iconic campaign would steadily evolve to keep current with the times.
Shot by Veronique Vial
But despite the various tweaks, the overall concept still remains intact which is that a Patek Philippe timepiece is more than just a device for telling time but an heirloom that transfers values across generations. The original ads were conceived by London advertising agency Leagas Delaney and made its debut in 1996. This was the same year that saw the opening of the Manufacture in Plan-les-Quates which united all of its free-standing ateliers under one roof as well as the inauguration of the brand’s exclusive magazine (which can be viewed via the clip below).
