The Untold Story Of Watchmaking’s Most Iconic Advertising Campaign: The “Generations” Campaign Of Patek Philippe

Talk to someone who knows nothing about watches and within 60 seconds you’ll no doubt be asked about “that brand” with the “you know…you look after it for the next generation” advertising campaign. Patek Philippe has been using the so-called Generations campaign to sell watches since 1996 without interruption, and the sentimental pairings of sweet family photographs and seemingly timeless watches is still going strong. On the occasion of the campaign’s 20th anniversary, I spoke with a few of the people instrumental in its creation and evolution over the decades, to get the real story behind watchmaking’s most iconic advertisements.

8 years ago

Spot the Watch: Netflix Edition – House of Cards watches

By now, you should of course be familiar with a timepiece’s potent ability to be both an extension of your personality and a projection of the inner machinations of your Id and Super Ego. Though both founding father of psychoanalysis Sigmund Freud and his theories generate extensive controversy and debate as to their efficacy in deciding the…

8 years ago

A. Lange & Söhne: State of the Art Tradition

When our editor in chief, Frank, asked me if I was interested in photographing seven (yes 7) A. Lange & Söhne watches, I was as happy as a kid in a candy (electronic?) store. I took this opportunity to think about the brand. What differentiates Lange? What makes their watches unique? Why do people pay an enormous amount of money for a simple hand-wound watch? I will share my personal views as well as photos to illustrate my points. In many ways, Lange watches resemble – or exceed – the reliability, robustness, quality and performance of German cars. When you strap a Lange watch on the wrist, it is as if you just took your seat behind the steering wheel in a German luxury car.

8 years ago

SIHH 2017: Introducing the Baume & Mercier Clifton GMT Power Reserve

Baume & Mercier combines a second time zone display and power reserve in a watch that will soon be officially unveiled at SIHH 2017. It joins the Clifton collection, mostly comprised of mechanical watches that offer good value but are pricey in absolute terms, like the recent Clifton Perpetual Calendar. The new Clifton GMT Power Reserve, on […]

8 years ago

TOP POSTS OF 2016: Number 4 – The Seiko Presage Chronograph

Seiko-presage-SRQ019J-thumbEditor’s Note: Seiko straight-up knocked it out of the park with this watch, a massive success that blends the Japanese brand’s legendary high quality and even higher value with a more European design approach. It’s the perfect centrepiece for the globally launched Presage collection, and clearly a massive favourite with you guys, as it was our fourth most-popular story this year. While much attention has been paid to the latest Grand Seiko offerings, as well as their ultra-cool Prospex Marinemaster GPS-Solar Dual Time, we can safely argue that the limited edition Presage chronographs are their finest under-the-radar offerings of 2016. Seiko is launching the Presage collection internationally this year, and these two watches celebrate the 60th anniversary of Seiko’s first automatic watch. The pair of sleek vintage-inspired chronographs come in at a comfortable 42mm, and offer two very attractive, and very traditional dial options ­- white enamel, and the gorgeous and incredibly labour-intensive deep black Urushi Lacquer. Both just about made my heart stop, and while my personal preference is the white enamel option, it’s hard to ignore the amount of care and attention that has gone into the black lacquer. The design of the dial – and indeed the choice…

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8 years ago

Just Because: In The Office With A Different Royal Oak (Spoiler, You’d Better Like The 1970s)

Talking about the Royal Oak reference 5402SA is an interesting experience, for what it represents, and what it doesn’t. Two-tone goes pretty strongly against the basic spirit of the Royal Oak, which was designed to be the most expensive steel watch ever made back in 1972. Yet, this did not stop Audemars Piguet from offering, a few years later, a full gold AP and a blend of both steel and gold: the two-tone phenomenon that we will cover here.

8 years ago