You never actually own a Patek Philippe. You merely look after it for the next generation.

Brand

Patek Philippe

Agency

Leagas Delaney

Year

1997

Country

United Kingdom

Headline of Patek Philippe's 'Generations' campaign, created by London agency Leagas Delaney and launched in autumn 1996 with the slogan 'Begin your own tradition'. The campaign won the Swiss watch-advertising-campaign-of-the-year award in 2007 and by 2016 comprised nearly 50 ads.