Luxury watch brand Patek Philippe have always been known for their exclusivity and elusiveness. “You never actually own a Patek Philippe, you merely look after it for the next generation” is a 22-year-old tagline that only emphasises this concept, deeming the watch unpossessed and un-owned. Fans of Patek Philippe have resigned themselves to the fact that this $25,000 watch is an heirloom piece they’re only watching over until the time comes for it to get transferred to the next generation. For those who delve deeper will realise that the success of Patek Philippe’s campaigns is the fact that it talks to their emotions and is not just about putting a pretty face to a designer watch.
Patek Philippe’s people admitted that their slogan was basically targeting fathers and sons with the notion of passing a valuable heirloom piece down the family tree. But where do the females factor in? For many many years women weren’t interested in seeing themselves as custodians over such heirloom pieces preferring to be recognised as the rightful owners of their lavish timepieces. Not surprising given the rise of feminism and female empowerment. Yet a shift has begun to take place during the last few years as recognised by Patek Philippe’s longtime advertising agency. The shift being that women were ready to be recognised as custodians of a watch rather than its rightful owners. Mothers were once again ready to watch over a watch that will one day belong to their daughters and granddaughters. This shift was seen evident in the Patek Philippe campaigns you have probably seen since 2016 depicting mothers and daughters enjoying life’s beautiful moments. Times have changed, and now there is a new Patek Philippe woman out there!
The luxury Swiss House and they began calling for a new approach that targets today’s independent highly-empowered women. Thus the new campaign entitled “Begin Your Own Tradition” launched to appeal to the highly capable, modern woman. The woman who is able to do it all, juggle all aspects of her life while still managing to stay connected to her feelings. Quite the departure from the previous campaigns that were quite motherly or grandmotherly in their direction.
The new advert that was recently revealed at a gala dinner in Milan for their Twenty-4 Automatic shows a beautiful confident woman strolling in Rome with a little girl and a dog by her side. The woman walks through palazzos, shops on Via Condotti, walks through Villa Borghese, strides through an office, browses in art galleries, and lounges in an airy apartment before heading out for the night. Throughout the extremely busy day the woman is poised, never in a rush, never stressed…well why would she? She will be on time for everything… She is Patek Philippe’s new generation of women!!