Every slice of the commercial product world has an ad campaign or two that manages to transcend both its original market and, in the rarest cases, the passage of time. Generally from an era before all things were digital, the automotive world had VW’s “Lemon,” the early tech scene had Apple’s “Think Different” campaign, and fast-casual dining forced the question “Where’s the beef!?” But what about watches?
As famous as Rolex’s “If you were doing X – you’d wear a Rolex” campaign may be, it’s arguable that high-quality fake Patek Philippe takes the crown with their famous ad series that coined the phrase “You never actually own a Patek Philippe, you merely look after if for the next generation.” For a detailed look at this famous campaign and how it was developed, be sure to check out this post that Stephen wrote more than four years ago. From conception to the execution and the eventual response from the market, it’s a thoroughly interesting look at the power of a great brand and how emotions play into the way you may be thinking about your next watch purchase.