When it comes to watches we are pretty picky, because after all the wrist watch is the only jewelry a man should really wear. Of course you have trends in the watch market as well. In the last couple of years the bigger the watch, the better it seemed. Ceramics also got really popular and especially black watches seem to be all the rage these last months, with every Swiss watch brand coming out with its own version. If we are not mistaken, the trend was started by Audemars Piquet with their Royal Oak Offshore line and the brand that most benefitted from the trend was probably Hublot, a brand once forgotten and suddenly again on the map.

Today we had a look again at the Patek Philippe ad campaign, which is pretty much the same since years, just like their watches. The slogan "You never actually own a Patek Philippe. You merely look after it for the next generation." is placed on all of them, usually along with a pretty cheesy father/son portrait. Even though the images could not be less real, the ads work and are still intriguing.

The idea transmitted through the ad is genius and perfectly translates the timeless character of the brand. Let's face it, you are not going to buy a good watch every week, so if you want something for life (and longer), then Patek Philippe is the way to go. We can definitely sign that!

Bad advertising turns out to be good advertising and if more brands out there would work having this philosophy in mind, the output would probably not be too bad either. Every once in a while there are things that your father can have in common with you and they are definitely still cool!

What To Read Next

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.