PATEK PHILIPPE
How a watch for connoisseurs became one of the world’s most iconic brands.
2022 marks 25 years of the ‘Generations’ campaign, known best by the line
‘You never really own a Patek Philippe, you merely look after it for the next generation’.
Today, the campaign stretches across 70 markets and over 20 languages and is taught at Harvard Business School as an example of best-in-class brand building.
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