Manufacture
Mark in Paris offers a retrospective on Patek Philippe's enduring "Generation" campaign and the 20th anniversary of the Patek Philippe Magazine. His post delves into how these initiatives reflect the brand's philosophy and commitment to values beyond mere product promotion. This exploration provides valuable context for understanding Patek Philippe's brand identity and its unique approach to communication within the luxury watch industry.
Hi everyone,
Together with the Annual Calendar complication, Patek Philippe is celebrating in 2016 the 20th anniversary of both the “Generation” campaign and the birth of the Patek Philippe Magazine.
The Patek Philippe Magazine
Philippe Stern's idea, back in 1996, was to provide access to world famous contributors, journalists, writers, and photographers. The Patek Philippe Magazine offers its readers privileged access to the world and behind the scenes of the manufacture.
From my own experience, the Magazine’s articles are also a way to learn and discover topics that are clearly not mainstream. In a world where journalism often focuses on bankable topics, quick and easy-read material, it is nice to have a look at "something else", to travel far away, presented in an artistic way. Other articles also focus on technical aspects of this or that watch, movement, complication etc... and the deep historical background and legacy of the manufacture.
The Patek Philippe Magazine is published twice a year in eight languages with a circulation of 285,000 copies sent to owners of Patek Philippe watches in nearly 175 countries.
The "Generation" campaign
Those campaigns, even if we can remain objective concerning commercials, is also a way to read through what values and philosophy a brand wishes to put forward and promote.
As the brand expresses it:
"The campaign developed by the London-based Leagas Delaney advertising agency places the customer in the focus rather than the product. It also differed from then-customary watch advertising in two further respects. Instead of emphasizing the economic or occupational status of the target audience, it entered into the private domain and the emotional spheres that bond family members. And instead of hailing the past, it presented a dynamic, forward-looking vision.
To visualize this innovative concept, the campaign relied on photographs that express the affectionate relationships between mothers and daughters as well as fathers and sons. Times of togetherness between the generations. Moments of learning and sharing."
You never actually own a Patek Phillipe You can order it for the next generation
Best wishes Alkiro
These are family values I appreciate very much and which can be applied to people regardless of their origins, means etc... About the 5712, I must say I didn't notice it, as we usually see the adds seperately and not in a single post. It is more obvious indeed here. Would be interesting to know Cheers, Mark
It has it all, the lifestyle, the next generation, the appropriate imagery, a killer tag line... One thing I noticed (not sure if it is just down to the selection of the ads here), on most of the father son ones, the father is visibly wearing his PP, while on most of the mother daughter ones, the mother is not. Is there any recognisable reason behind it? Both the magazine and the campaign have placed the brand ahead of time in 1996, I have to say
as supporting family and close human relationship links. Your good observation is indeed a pattern that seems to be vonluntary and I don't know what hides behind it. As men, I imagine there is something very unique I miss from the mother/doughter relationship and what a mother wants in that matter for her child... I'm curious to know. Thanks a lot for your interesting input K. Cheers, Mark
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