The concept of the Patek Philippe ‘Generations’ campaign based on the slogan “Begin Your Own Tradition” is centered on the universal emotion of a father and son relationships. Our visuals show fathers introducing their sons to the world of Patek Philippe.

The ladies campaign uses the strap-line: "Something truly precious holds its beauty forever". The campaign draws a parallel between the timeless beauty and value of a Patek Philippe watch with the enduring value and profound beauty of something truly precious. The current executions concentrate on the eternal beauty of relationships.