Patek Philippe doesn’t do a great deal in the way of promotion but what it does do is solid and very well crafted. A long running campaign has used the tag line “You never actually own a Patek Philippe. You merely look after it for the next generation.” This perfectly communicates the unique appeal and the fact they are of such quality and potentially historically significance. It is clear that you have to have a certain level of income to be able to afford one of these watches, which probably means you can buy most things you want, certainly most watches. What this campaign cleverly does suggest this product is beyond money, instead it is about leaving a legacy that can be passed down generations, something that money can’t normally buy. It shows the timeless character of the brand and plays on the idea that you are not going to buy a good watch every week, so if you want something for life then Patek Philippe is for you. The ads will appear in quality daily newspapers and influential trade publications, such as The Financial times and the Economist, as well as at the point of sale.
This campaign and variations of it has been running since 2005, but early this year (2010) Patek Philippe launched a new campaign which backs up the family heritage feel of the ‘generations’ ads. Using a similar look and feel to the generation ads it takes the form of a personal letter from Patek Philippe president Thierry Stern, describing what, for him, makes a family-owned watch company different from any other one. As well has highlighting the craftsmanship and innovation needed when creating a watch of this quality.
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