going beyond time
“You never really own a Patek Philippe. You merely look after it for the next generation.” So reads the most successful advertising slogan in horology, which has served the Geneva-based watchmaker splendidly since 1996. The copywriting resonates so much because Patek’s commitment to a sense of patrimony extends not only to creating heirlooms that will be passed down a family line, but also to caring for the next generation of human beings—children’s causes are close to the company’s heart.
This was amply demonstrated on November 9, when a unique timepiece generously donated by Patek Philippe to the Only Watch charity auction went under the hammer for a record CHF31 million
