The Manufacture is launching an entirely new campaign dedicated to ladies’ timepieces.

Press release

As an expansion of its print media presence, Patek Philippe is launching an entirely new campaign dedicated to ladies’ timepieces. It draws a parallel between the timeless beauty and value of a Patek Philippe watch and pivotal relationships as well as defining moments. It introduces a new slogan: Something truly precious holds its beauty forever.

The focus of the visual is on the special intimacy that mothers and daughters share. © Patek Philippe

Mothers and daughters

The first chapter of the campaign underlines the sophistication of the range and the lifelong relationship that consumers have with Patek Philippe by showing the eternal beauty of the mother-daughter relationship.

The campaign, shot by Peter Lindbergh who can also take credit for a number of men’s and ladies’ executions for the brand in the past, shows attractive women experiencing precious, unforgettable moments. Timeless styling and contemporary ambient touches add subtle fashion cues, while the focus of the visual is on the special intimacy that mothers and daughters share.

© Patek Philippe

The strategy was developed following extensive research among Patek Philippe’s female clients in major cities throughout the world. Leagas Delaney CEO Margaret Johnson, who conducted the research for Patek Philippe, said: “Patek Philippe’s female audience increasingly regards a watch as more than a fashion accessory – women appreciate the astonishing level of craftsmanship involved in the manufacture of every Patek Philippe. The new campaign builds a strong emotional connection with women who understand the enduring value and profound beauty of something truly precious”.

© Patek Philippe

Fathers and sons

Concurrently, Patek Philippe will be presenting a new iteration of its celebrated ‘Generations’ campaign that was initially launched in 1996. Based on the Begin Your Own Tradition platform, the latest evolution of this highly regarded campaign called upon the talent of French photographer Veronique Vial.

© Patek Philippe

Vial’s intimate reportage style is a departure from the current portrait photography approach, elegantly capturing the emotional essence of the father-son relationship, while emphasizing the sophisticated and contemporary cues that were introduced by the art direction of the 2010 campaign.

© Patek Philippe

In addition, the slogan You never actually own a Patek Philippe. You merely look after it for the next generation. is given even more importance as it has become such a revered brand asset. This ‘Generations’ theme was used in parallel for ladies’ and men’s models until the Twenty~4® collection was launched in 1999 with the slogan Who will you be in the next 24 hours.

© Patek Philippe

Both new campaigns are scheduled to break worldwide on August 1.

Source: Patek Philippe, Worldtempus