Patek Philippe, the renowned Geneva-based luxury watch manufacturer, celebrated over a decade of its highly successful “Generations” advertising campaign, marking the occasion with a traveling exhibit of photographs. Executed elegantly, the campaign is accompanied by a compelling slogan “You never actually own a Patek Philippe. You merely look after it for the next generation.”
Noted for their touching elegance and subtly emotional appeal, the black and white photographs depict various snapshots in the lives of parents and children (modeled by real-live parents with their sons and/or daughters), which powerfully convey Patek Philippe’s slogan that a Patek Philippe watch is never really owned, but merely kept safe “for the next generation”. The photographers who have contributed their talents to the series are: Peggy Sirota, Marden Smith, Peter Lindbergh, Jeanloup Sieff, Mary Ellen Mark, and Ellen Von Unwerth.
Initiated in 1996, the “Generation” campaign has proven extremely effective for Patek Philippe, and many other companies have emulated it in their own public relations messages.