24 years ago, Patek Philippe was known primarily by connoisseurs and collectors and lacking a wider awareness and appreciation for its brilliantly crafted watches. Today, they are the most desired watch brand in the world.
The emotional approach we took allowed people to dream into a world, in Patek Philippe's case a world of cultured family life based on a father's love for his son.
'You never actually own a Patek Philippe. You merely look after it for the next generation'
The campaign line has entered the annals of advertising history, running for over 24 years without change.
Only the look and feel of the campaign has changed to keep it contemporary.