Inside Patek Philippe
Celebrating the Generations Campaign
It is over 25 years since Patek Philippe launched the “Generations” advertising campaign and line that has become iconic for its timeless appeal and longevity. Built from a universal and human truth, the campaign has evolved and grown to reflect the times and capture the emotion, personality and candid nature of a relationship between parent and child.
You never actually own a Patek Philippe. You merely look after it for the next generation.
A Human Truth
Over 25 years ago, consumer research revealed a universal thought and insight that transcended age, cultures, men and women.
What legacy could be passed onto the next generation that held real, personal and emotional value?
A Patek Philippe watch
What legacy could be passed onto the next generation that held real, personal and emotional value?
A Patek Philippe watch
Capturing Emotion
The campaign is celebrated for capturing personal and treasured moments between mothers and daughters, fathers and sons. Over the years, Patek Philippe has worked with many celebrated photographers including Peggy Sirota, Peter Lindbergh and Ellen Von Unwerth.
