The luxury watch brand understands the importance of family to affluent consumers and uses it to connect with potential customers in its "Generations" campaign
A little boy sits deep in concentration, working through a thorny homework problem. His father sits with him, mirroring his position of deep thought, a Patek Philippe time piece evident on his wrist. The tag line accompanying this installment of the "Generations" advertising campaign by photographer Peter Lindberg reads, "You never actually own a Patek Philippe. You merely look after it for the next generation."
With this campaign originally launched in 1996, Patek Philippe has tapped into the values most prized by the affluent consumer. According to Luxury Consumers & What They Value Most, the new trend report from Unity Marketing, some 90 percent of affluent consumers say "caring for and supporting the needs of my family" is extremely or very important, making this the top-ranked among 21 lifestyle values included in the survey. Additionally, "keeping family needs first" was prioritized highly by 83 percent of affluent consumers surveyed.