PATEK PHILIPPE

AD BLITZKRIEG...

Patek Philippe. Sigh! Probably the best watchmaker on the planet. Which is why I can never understand why the company opted for the utterly pretentious print ad campaign with the tagline: "You never actually own a Patek Philippe. You merely look after it for the next generation".

Everytime I saw the ad, targeted at men, I always say to myself, "Yeah, right! Who are you guys kidding?!"

C'mon, people buy the watch for themselves. Not for some pseudo-magnanimous-pretentious reason. I am sure that if a parent is rich enough to afford a Patek Philippe watch, then his child must surely be brought up in a material environment that would $uitably imprint the importance of education (or money!) in life and the child would mo$t probably -- barring karma or freak-of-nature-event(s) -- grow up to be equally rich (tran$lation: inheritance) or more $o and able to afford any timepiece he or she de$ire$.

Luckily, Patek's print ad campaign targeted at women has a more sensible tagline: "You don’t just wear a Patek Philippe. You begin an enduring love affair." Now, this is a more believable sentiment!

   
• Patek Philippe