Swiss Watchmaker Extends Timeless Virtues

NEW YORK Swiss luxury watch brand Patek Philippe soon will launch a global ad campaign that debuts a new tagline for its women’s products and promotes a number of styles. The men’s campaign continues the father-son generational theme that is approaching its tenth year.

London-based Leagas Delaney Group created the campaign. Lowe in New York handled the U.S. media buy.

The new women’s tagline, “You don’t just wear a Patek Philippe. You begin an enduring love affair,” evokes the emotional bond women feel with a treasured belonging. The ads feature the brand’s Twenty-4 models, as well as Aquanaut Luce and the Annual Calendar, which launched last year. Coordinating rings and earrings also are featured. Ads include descriptive information on the watches.

Men’s creative continues the “Begin Your Own Tradition” theme and tagline, “You never actually own a Patek Philippe. You merely take care of it for the next generation.” Two styles, the Annual Calendar and the new Annual Calendar Chronograph, will be featured for the next six months. Additional styles will be incorporated in the fall and holiday period.

Fashion photographer Peter Lindbergh shot the images in black-and-white for the men’s campaign and in color for the women’s ads. Both efforts feature still-life photography of the watches that is larger and more prominent than in previous campaigns.

Ads break in April issues of fashion, business and lifestyle magazines including Architectural Digest, Departures, Esquire, Forbes, Harper’s Bazaar, Robb Report, The New Yorker, The New York Times Sunday Magazine, Town & Country, W and The Wall Street Journal.

The budget for the campaign was not revealed. Patek Philippe spent $6 million on ads in 2005, per Nielsen Monitor-Plus.