By Dian Hasan | December 20, 2009
Patek Philippe, the Geneva-based luxury watchmaker has been consistent with their “Begin your own tradition” campaign. Originally launched in the Fall of 1996 by London-based advertising agency Leagas Delaney, the powerful “tradition campaign” has been a huge success as it captures the essence of the Patek Philippe brand.
International photographer Peggy Sirota who originally photographed the first campaign in 1996, captures through black and white shots the heritage and craftsmanship of the brand. As the Patek Philippe business ownership passes from generation to generation, so do their watches between father and son, mother and daughter. Another unique fact of this campaign has also been the models featured in the campaign who are real live parents with their daughters/sons.
Each advertisement is completed with Patek Philippe’s theme “You never actually own a Patek Philippe. You merely look after it for the next generation”.