Industry News – Patek Philippe’s New Ads

Patek Philippe, the famous Geneva watchmaker is launching its latest
advertising, a development of 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

The first images to launch are “eyes” and “gardening”, with “bedtime”, “boots”
and “going out” being added in the Fall of 2003. 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”.