Advertising Campaign

Communication

The insightful, emotional concept of ‘Generations’, based on the suggestive slogan “Begin Your Own Tradition” was enhanced with the introduction of authentic and sophisticated portraits of real fathers and sons. The ladies campaign carries the line “Begin an enduring love affair” and features elegant colour portraits of beautiful, confident women and their watches. To create the new chapter in the campaign, Patek Philippe and their London-based agency Leagas Delaney called upon the world’s most pre-eminent fashion photographers, Craig McDean and now Michael Thompson.

In Spring 2009 two new visuals are launched to support the Men’s Nautilus and the re-launch of the classic Ladies’ Nautilus. These latest additions to a winning concept enable Patek Philippe to continue to assert its high end positioning and leadership role in a context of increased competitiveness in the watch industry.