© Marden Smith, Beach, 2001 - 2002.
Begin your own tradition
Patek Philippe launched the Generations advertising campaign in the autumn of 1996, distinguishing itself from conventional watch advertising in those days. It showcases intimate moments between father and son or mother and daughter, delivering a strong emotional and universal message with a provocative headline "You never actually own a Patek Philippe. You merely look after it for the next generation."
The campaign is developed and executed by Tim Delaney, one of the most influential figures in the advertising world and founder of Leagas Delaney advertising agency. Since the launch, more than 50 real-life moments were captured by world-famous photographers, including Peggy Sirota, Peter Lindbergh, Jeanloup Sieff, Mary Ellen Mark, Ellen Von Unwerth, Marden Smith, Glen Luchford, Craig McDean, Veronique Vial, Robert Wyatt.
Since 2013, the campaign concept has also been interpreted by short films, vitalizing the moments between generations.
All the visual artworks advocate the value of Heritage. They present a forward-looking vision which comes to the fore in the slogan "Begin your own tradition." Patek Philippe selects 16 photographs for PHOTOFAIRS Shanghai, shot by John Swannell, Peggy Sirota, Marden Smith and Marc Hom, along with several short films, presenting Patek Philippe philosophy to Chinese art lovers.