Patek Philippe

Generations

Our campaign is directly responsible for elevating the brand to 'The most desired watch brand in the world' (WealthX Advertising effectiveness review, 2016). Historically known only to a few, now the brand has a phenomenal 94% global brand awareness (Economist and Newsweek Brand Tracking).

The campaign is taught at Harvard Business School as a best-in-class example of how advertising can create lead to long-term commercial value for businesses.

Global integrated consumer and retail campaign.

Over our 24-year partnership, we grew the Patek Philippe business by applying a future-focused brand building approach and creative thinking. Our insight, that men have very few emotionally valuable possessions to hand on to their children, but a treasured watch can be a rare and important exception, informed our creative platform. Coupled with the product truth of its enduring quality and value we created a campaign: “You never actually own a Patek Philippe. You merely look after it for the next generation”.

This communication ran consistently across the full consumer journey to build an irrational preference for the brand and ensure its competitive advantage. We evolved the campaign over the years to remain relevant and current, at the same time ensuring the quality of communication remains uncompromised.  

We work with the brand across 71 markets in 22 native languages.

It’s a campaign that transcends the industry and exists out in wider culture.