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Core disciplines: Advertising/Creative, Brand strategy

Patek Philippe Generations from Leagas Delaney on Vimeo.

 

Background

Patek Philippe was founded in 1839 and is the oldest independent family-owned watch manufacturer. This means that it has total creative  freedom to design, produce and assemble what experts agree to be the finest timepieces in the world.

 

Challenge

Patek Philippe was a collectors brand when we met them; highly respected but known only to the few. Retailers were abusing the brand by poor display and locally devised comms.

 

Solution

We created the famous ‘Generations’ campaign: ‘You never actually own a Patek Philippe. You merely look after it for the next generation.’ We also used technology to govern retailer co-op comms and produced a separate Institutional campaign highlighting the company's family-owned nature. 2017 marks the campaign’s 21st anniversary.

 

Results

Patek Philippe is now recognised by watch enthusiasts as the most desired watch brand. In all markets and all ages, men and women. 

Patek Philippe achieved extraordinary success by doing 3 things: they continued to manufacture watches at the highest standards even as they grew; they kept faith with a brave emotionally-based campaign; and they opted for continuity with regard to people internally and their agencies, all of whom enjoy a relationship of over 20 years.

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