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New context, refreshed art direction, new media: Patek Philippe’s famous institutional advertising campaign receives a contemporary treatment, whilst remaining loyal to the original, iconic concept. This year, Patek Philippe celebrates 20 years of its famed advertising campaign that took the world by storm when it was launched in 1996: “ You never actually own a Patek . New context, refreshed art direction, new media: Patek Philippe’s famous institutional advertising campaign receives a contemporary treatment, whilst remaining loyal to the original, iconic concept.
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This year, Patek Philippe celebrates 20 years of its famed advertising campaign that took the world by storm when it was launched in 1996: “ You never actually own a Patek Philippe. ". The most famous of all the Patek Philippe quotes has inadvertently become the brand’s lifelong motto. The famous Patek Philippe slogan reads “You never really own a Patek Philippe. You simply look after it for the next generation.” In early 1997, the more iconic tagline was added the campaign. "You never truly own a Patek Philippe, you merely look after it for the next generation" has become so well-known now that it’s almost a cliché. It's so successful that it's hard to imagine Patek Philippe without it. As famous as Rolex's "If you were doing X – you'd wear a Rolex" campaign may be, it's arguable that Patek Philippe takes the crown with their famous ad series that coined the phrase "You never actually own a Patek Philippe, you merely look after if for the next generation."
The famous "Generations" ad campaign launched in 1996, and a year later received the now-famous tagline, "You never truly own a Patek Philippe, you merely look after it for the next generation."
Their imagery has helped to reinforce the brand’s motto of: ‘Begin your own tradition’. The emotional advertising concept has attracted both admiration and criticism over the years. But, in 2007, the campaign won the Swiss Watch Advertising Campaign of the Year Award.The spot ends with one of the timepieces set against a white background as Patek Philippe’s slogan – “You never actually own a Patek Philippe. You merely take care of it for the next generation” – is displayed. “You merely look after it for the next generation.” This long-serving piece of advertising copy for a luxury wristwatch is a slice of genius. But why does it work so well?
You might be familiar with the famous slogan “You never actually own a Patek Philippe. You merely look after it for the next generation.” The watch behind that ad campaign is the Calatrava. Among timepiece aficionados, no brand confers greater status than Patek Philippe. New context, refreshed art direction, new media: Patek Philippe’s famous institutional advertising campaign receives a contemporary treatment, whilst remaining loyal to the original, iconic concept. This year, Patek Philippe celebrates 20 years of its famed advertising campaign that took the world by storm when it was launched in 1996: “ You never actually own a Patek Philippe. ". The most famous of all the Patek Philippe quotes has inadvertently become the brand’s lifelong motto. The famous Patek Philippe slogan reads “You never really own a Patek Philippe. You simply look after it for the next generation.”
In early 1997, the more iconic tagline was added the campaign. "You never truly own a Patek Philippe, you merely look after it for the next generation" has become so well-known now that it’s almost a cliché. It's so successful that it's hard to imagine Patek Philippe without it.
As famous as Rolex's "If you were doing X – you'd wear a Rolex" campaign may be, it's arguable that Patek Philippe takes the crown with their famous ad series that coined the phrase "You never actually own a Patek Philippe, you merely look after if for the next generation." The famous "Generations" ad campaign launched in 1996, and a year later received the now-famous tagline, "You never truly own a Patek Philippe, you merely look after it for the next generation." Their imagery has helped to reinforce the brand’s motto of: ‘Begin your own tradition’. The emotional advertising concept has attracted both admiration and criticism over the years. But, in 2007, the campaign won the Swiss Watch Advertising Campaign of the Year Award.
The spot ends with one of the timepieces set against a white background as Patek Philippe’s slogan – “You never actually own a Patek Philippe. You merely take care of it for the next generation” – is displayed.
“You merely look after it for the next generation.” This long-serving piece of advertising copy for a luxury wristwatch is a slice of genius. But why does it work so well?
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patek philippe ad slogan|Patek Philippe ad campaign
