Patek Philippe celebrates the 20th anniversary of the “Generations” campaign and its Magazine 2026

2016 has been a key and symbolic year for the luxury watch housePatek Philippethanks to the celebration of20th anniversaryof two of its greatest successes: the campaign“Generations” y su Magazine. Two events that have illuminated the long and successful path of a manufacturing surrounded by admiration and enthusiasm. 1996 marks the beginning of a double success story. That same year the Manufacture ofPlan-les-Ouatesuniting the workshops under one roof and, in addition, the famous Annual Calendar was launched, which would become an important brand ambassador.

On the other hand, that same year the innovative“Generations” advertising campaignwhich, with an emotional approach, differentiated itself from the conventional advertising of watches of the time. The campaign, keeping its focus on tradition but also with a dynamic vision towards the future, focused on the customer themselves, on their faithful and consolidated relationship with their watch.Patek Philippeand, furthermore, it highlighted the splendid feeling of possessing an exceptional creation that embodies a magnificent cultural, artistic and scientific legacy.“Generations”selected a series of photographs that expressed these emotions through affectionate images between mothers and daughters and between fathers and sons, and that also expressed the bonding time between generations.

Twenty years after its launch, this importantinternational campaign Patek Philippehas been evolving without weakening the clarity of its message or its recognizable character, giving greater priority to product information. In addition to maintaining the brand's consistent message,“Generations”has contributed to the growing popularity of the Swiss firm, not only among experts, but also within the general public, thus helping to attract younger clients.

To complete that symbolic year, 1996 was born by Philippe Stern, then president of the Swiss house, thePatek Philippe Magazine, an exclusive and luxurious publication reserved for watch ownersPatek Philippeand focused on the main interests and lifestyles of a clientele with exquisite tastes. With a discreet and elegant graphic style, the magazine currently deals with a large number of topics, many of which are associated with the brand's values, such as craftsmanship, tradition, innovation, independence and exclusivity. Furthermore, it offers its readers privileged access to the world and the interiors of the Manufacture.

This intense trajectory has not been limited to the simple paper format, since in 2011, the Manufacture took the step toonline format “Patek Philippe Magazine Extra” (patek.com), also intended exclusively for the owners of these watches. Published in eight languages, thePatek Philippe Magazinecontinues, day by day, increasing an exceptional reputation for its attractive content, editorial quality and for maintaining its philosophy of excellence, a value thatPatek PhilippeIt applies to everything you do.

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