Patek Philippe
How has a watch for connoisseurs become the world’s most desirable brand?
It began with an insight: Men do not possess an heirloom sufficiently personal to pass on to their sons, one imbued with emotional recollection and meaning.
2025 marks 28 years of the ‘Generations’ campaign, known best by the line ‘You never really own a Patek Philippe, you merely look after it for the next generation’.
Today, the campaign stretches across 70 markets and over 20 languages and is taught at Harvard Business School as an example of best-in-class brand building.
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