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New context, refreshed art direction, new media: Patek Philippe’s famous .
As famous as Rolex's "If you were doing X – you'd wear a Rolex" campaign may be, it's arguable that Patek Philippe takes the crown with their .
Patek had been working with the Bozell ad agency for more than a decade, but knew it was time to move on in a new direction. They wanted .
But nobody has distilled and bottled that magic for the mainstream quite like .
This year, Patek Philippe celebrates 20 years of its legendary ad campaign: "You .
New context, refreshed art direction, new media: Patek Philippe’s famous institutional advertising campaign receives a contemporary treatment, whilst remaining loyal to the original, iconic concept. As famous as Rolex's "If you were doing X – you'd wear a Rolex" campaign may be, it's arguable that Patek Philippe takes the crown with their famous ad series that coined the phrase "You never actually own a Patek Philippe, you merely look after if for the next generation." Patek had been working with the Bozell ad agency for more than a decade, but knew it was time to move on in a new direction. They wanted something that would break with the celebrity-heavy, product-centric marketing that dominated luxury watch advertising at the time. But nobody has distilled and bottled that magic for the mainstream quite like Patek Philippe. The famous "Generations" ad campaign launched in 1996, and a year later received the now-famous tagline, "You never truly own a Patek Philippe, you .
This year, Patek Philippe celebrates 20 years of its legendary ad campaign: "You never actually own a Patek Philippe. You merely look after it for the next generation.”Official website of the last family-owned Genevan luxury watch manufacturer. Enter the Patek Philippe universe to discover our watches, savoir-faire and news.Ad Patina showcases a range of Patek Philippe Ads curated and original magazine ads, each telling a story of timelessness and historical significance.
Patek Philippe’s advertising campaign cleverly brings together tradition, heritage and longevity – part of the manufacturer’s 10 values. In fact, their Generations campaign, launched in 1996, is proving to be as timeless as their timepieces, with a slogan to match: The Geneva-based Stern family (owners of Patek Philippe) were convinced of the idea. Leagas Delaney won the pitch. The first print advertisements titled Generations were released in October 1996. There was a very interesting twist to . Patek Philippe’s ads, featuring fathers and sons and the line, “You never actually own a Patek Philippe”, suggests to audiences that owning a Patek watch isn’t a device for telling the time, but is in fact an heirloom that transfers value across generations. New context, refreshed art direction, new media: Patek Philippe’s famous institutional advertising campaign receives a contemporary treatment, whilst remaining loyal to the original, iconic concept.
As famous as Rolex's "If you were doing X – you'd wear a Rolex" campaign may be, it's arguable that Patek Philippe takes the crown with their famous ad series that coined the phrase "You never actually own a Patek Philippe, you merely look after if for the next generation."
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Patek had been working with the Bozell ad agency for more than a decade, but knew it was time to move on in a new direction. They wanted something that would break with the celebrity-heavy, product-centric marketing that dominated luxury watch advertising at the time.
But nobody has distilled and bottled that magic for the mainstream quite like Patek Philippe. The famous "Generations" ad campaign launched in 1996, and a year later received the now-famous tagline, "You never truly own a Patek Philippe, you . This year, Patek Philippe celebrates 20 years of its legendary ad campaign: "You never actually own a Patek Philippe. You merely look after it for the next generation.”
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Official website of the last family-owned Genevan luxury watch manufacturer. Enter the Patek Philippe universe to discover our watches, savoir-faire and news.Ad Patina showcases a range of Patek Philippe Ads curated and original magazine ads, each telling a story of timelessness and historical significance. Patek Philippe’s advertising campaign cleverly brings together tradition, heritage and longevity – part of the manufacturer’s 10 values. In fact, their Generations campaign, launched in 1996, is proving to be as timeless as their timepieces, with a slogan to match:
The Geneva-based Stern family (owners of Patek Philippe) were convinced of the idea. Leagas Delaney won the pitch. The first print advertisements titled Generations were released in October 1996. There was a very interesting twist to .
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