Luxury watch maker Patek Phillipe is encouraging women to have a love affair, but there’s nothing illicit suggested in the company’s new $3 million global ad campaign. The
effort’s tagline, "You don't just wear a Patek Philippe. You begin an enduring love affair," is designed to evoke the emotional bond women feel with a treasured belonging. The
company’s successful men’s campaign also stresses emotional attachments between fathers and sons who bequeath their watches. That campaign’s tagline is “You never actually own
a Patek Philippe. You merely take care of it for the next generation." The women’s ads feature several models as well as coordinating rings and earrings. Ads break in April issues of
fashion, business and lifestyle magazines including Architectural Digest, Departures, Esquire, Forbes, Harper's Bazaar, Robb Report, The New Yorker,
The New York TimesSunday Magazine, Town & Country, W and The Wall Street Journal.
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