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For more than a decade, Patek Philippe's "Generations" ad campaign has stood as one of the most well known--and effective--in the luxury watch industry. In these black and white photographs, the generational quality of Patek Philippe watches is immediately conveyed through images which depict the connection between parents and their children.
In a variation on this powerful marketing theme, the famous Geneva watch manufacturer has presented a new set of advertisements which feature actual fathers and sons. More of a formal portrait than previous "Generations" ads, Patek Philippe's new images present sons which are noticeably older than before. Product presentation has also been modified, with the watches appearing in brown blocks, along with the iconic slogan "You never actually own a Patek Philippe, you merely look after it for the next generation".
To create the new images, Patek Philippe and its London-based advertising agency Leagas Delaney turned to acclaimed fashion photographer Craig McDean. In addition to creating portraits of celebrities such as Nicole Kidman, Joaquin Phoenix, Natalie Portman and Uma Thurman, McDean has been behind the lens for a range of luxury brand advertising campaigns, including Gucci, Georgio Armani, and Yves Saint Laurent. In 2008, the International Center of Photography (ICP) presented McDean with an Infinity Award for his achievements in fashion and advertising photography.
