Press Release
Patek Philippe, Geneva
October 2018
The new Twenty~4 Automatic
Strong and innovative: the advertising campaign
A major international advertising campaign dedicated to the launch of the Twenty~4 Automaticis being rolled out to reach a new demographic of discerning customers. It paints the portrait oftoday’s modern, independent, and active woman. It centers around a video and vibrantly
modern ads; and it puts a strong focus on digital support.
In terms of watch advertising and ads in general, Patek Philippe has been pursuing a unique strategy
with its “Generations” campaign since 1996. The visuals show precious moments shared by fathers
and sons as well as mothers and daughters. With the powerful and universally understood message“Begin your own tradition,” the campaign was subtly updated in the course of the years; it establisheditself as shining example of continuity and success. In 1999, Patek Philippe further expanded its
presence in the ladies’ watch segment by launching the Twenty~4®. This totally new model wasintended to accompany women in their everyday lives around the clock, as its name suggests. Tounderscore the significance of this realignment, the manufacture presented a campaign explicitly for
the Twenty~4® with the headline: “Who will you be in the next 24 hours?”
A new campaign – thoroughly feminine
Ahead of the launch of the Twenty~4 Automatic, Patek Philippe developed an additional campaign
dedicated to the specific event by focusing on the new product and illustrating the evolution of women’s
self-confidence across the past 20 years. The international campaign is intended to reach mainly the30- to 40-year-olds bracket and like the “Generations” campaign was developed by Leagas Delaneyagency in London. It projects the image of a watch with impressive style that accompanies the lives ofmodern and active women. These women move consummately in a networked high-tech world but at
the same time appreciate beautiful objects of value that stand for artisanal skills and deep-rooted
tradition. They represent the growing number of watch enthusiasts who prefer distinctive timepieces
with mechanical movements.
The campaign is centered around a film created by Dutch photographer and cineast Anton Corbijn. He
became famous with his portraits, CD cases, video clips, and films by, for, and about the great stars inmusic and has produced several feature-length films. The video was shot in Rome and highlights theTwenty~4 woman who stands out with great aplomb and projects the harmonious pairing of class andcomposure. It showcases a watch that is fitting at any time of day or night and matches any wardrobe.
Rhythmically edited, the video shows a woman in constant motion in various everyday situations,striding forward with poise to meet what life has to offer. The images are accompanied by the voiceover narration of an assertive, style-conscious woman who knows what she wants and what her goals
are, a woman who leads a multifaceted and vibrant life. Thus, the video paints a picture in which
active and modern women automatically recognize themselves. In perfect balance with thePATEK PHILIPPE SA GENEVE
Chemin du Pont-du-Centenaire 141 – 1228 Plan-les-Ouates
P.O. Box 2654 – CH – 1211 Geneva 2 – Switzerland
Tel. + 41 22 884 20 20 – Fax + 41 22 884 25 47 – www.patek.com

Continued 2“Generations” campaign, the video (in 45-, 30-, and 15-second versions) encourages viewers to “Begin
your own tradition”. It is an invitation extended to future customers in the world of Patek Philippe,urging them to share the brand’s values and to express their own interpretations of style and elegance.
The campaign also features print ads in the international press with themes inspired by the video andphotographed by Anton Corbijn. Produced in various formats, the ads blend luxury with a fresh
approach and contemporary finesse. They always feature two images, one with the woman as theprotagonist, the other showing the watch on her wrist as a replacement of the conventional productpackshot. The motto is a further style element that emphasizes the campaign’s underlying concept: “Itlives my life.”
Intensive digital support
The international launch of the Twenty~4 Automatic took place in Milan within the scope of a major
event on October 10 and 11, 2018. Reflecting the multimedia affinity of modern women, the advertising
campaign relies on strong digital support. The video will stream at patek.com and various other digitalplatforms including the Patek Philippe YouTube channel, video banners, and posts on Instagram@patekphilippe presented in a dedicated episode (with hashtag #twenty4automatic). The launch ads
will be featured in many special-interest publications aligned with the preferences and activities of thewomen that constitute the target group (fashion, culture, music, art). Concurrently, the advertising
initiative will be complemented by specially decorated show windows at the Patek Philippe Salons inGeneva, Paris, and London as well as by animation displays at points of sale throughout Patek
Philippe’s selective global network.

Continued 3Credits
Advertising agency:
Leagas Delaney – London
Concept/creative director: Tim Delaney
Art director:
Pete BellMedia agency:
Initiative Media
Portrait photography:
Anton Corbijn
Patek Philippe Styling:
Ondine Azoulay
Watch photography:
Anton Corbijn / Stefan Heinrichs
Model:
Jelena Kovacic

ADVERTISING CAMPAIGN FILM SCRIPTAs I live my life,
I am increasingly conscious.
Surprised by my strength.
My determination.
By the power of my beliefs.
"I find reward in the honesty of my endeavors.""Ambitious to experience the opportunities life offers to me.""I feel fortunate, yet grateful.""Proud of what I have achieved.""And convinced there is much more I can do.""Introducing the Patek Philippe Twenty-4 Automatic"
Begin your own tradition.