Rolex
Rewind How Patek Philippe Changed Watch Advertising Forever By Appealing To Moms & Dads
The iconic "Generations" campaign has been going strong for decades – and for good reason.
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This year, we're revisiting some of our favorite stories about dads and dad-like figures for Father's Day. Heartwarming, funny, or thrilling, these posts highlight the personal and familial connections around watches and timekeeping and are worth a second read.
When it comes time to spend thousands or tens-of-thousands of dollars on a wristwatch, we all do some kind of mental gymnastics to convince ourselves that it's a smart move. One of the most enduring ways watch enthusiasts have done this is by insisting that their new purchase will literally outlast them and that this is more of an investment for the future than an indulgence for right now. And there can be a lot of truth to that. Anyone who's owned an heirloom watch can attest to the power of an inter-generational timepiece, which is akin to magic. But nobody has distilled and bottled that magic for the mainstream quite like Patek Philippe.
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." These ads can be found full-page in important newspapers, on the back covers of iconic magazines, and on billboards hanging over key thoroughfares across the globe. They're everywhere and their ubiquity is part of their power. A few years ago, I did a deep dive into where this campaign came from, who was involved, and how it changed the course of horological history. It's a fresh look at something you probably take totally for granted, and it's worth revisiting as Father's Day is nearly upon us.
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