COMMUNICATING THE NEW TWENTY~4 AUTOMATIC
A glimpse at the creation of a campaign that reaches out to women
In 1999, Patek Philippe expanded its presence further in the ladies’ watch segment by launching the Twenty~4®, a model that was intended to accompany women in their everyday lives around the clock, as its name suggests.
To underscore the significance of this realignment, the manufacture presented a campaign explicitly for the Twenty~4® with the headline, “Who will you be in the next 24 hours?”
A major international advertising campaign dedicated to the launch of the Twenty~4 Automatic was rolled out to reach a new demographic of discerning customers. It paints the portrait of today’s modern, independent, and active woman in a video and vibrantly modern ads.
Ahead of the launch of the Twenty~4 Automatic, Patek Philippe developed an additional campaign dedicated to the specific event by focusing on the new product and illustrating the evolution of women’s self-confidence across the past 20 years. The international campaign is intended to reach mainly the 30- to 40-year-olds bracket and, like the “Generations” campaign, was developed by Leagas Delaney agency in London.
It projects the image of a watch with impressive style that accompanies the lives of modern and active women. These women move consummately in a networked high-tech world but at the same time appreciate beautiful objects of value that stand for artisanal skills and deep-rooted tradition. They represent the growing number of watch enthusiasts who prefer distinctive timepieces with mechanical movements.
“As I live my life” campaign celebrates the confident, active modern woman and her outlook on the life she leads. A woman of style and substance, her words reflect her ambitions, her hopes and the enriching world in which she lives.
Twenty~4 Automatic timepieces feature three different variations: Haute Joaillerie with diamonds paved on the dial, bezel and bracelet ( previous page), rose gold with silvery, vertical and horizontal satin-finished dial ( top), and a stainless steel with olive green sunburst dial ( right).
The campaign created for it revolves around a film created by Dutch photographer and cineast Anton Corbijn, who is famous for his portraits and films about the great music stars.
The video was shot in Rome and highlights the Twenty~4 woman who stands out with great aplomb and projects the harmonious pairing of class and composure. It showcases a watch that is fitting at any time of day or night and matches any wardrobe.
Rhythmically edited, the video shows a woman in constant motion in various everyday situations, striding forward with poise to meet what life has to offer. The images are accompanied by the voice-over narration of an assertive, style-conscious woman who knows what she wants and what her goals are, a woman who leads a multifaceted and vibrant life. Thus, the video paints a picture in which active and modern women automatically recognize themselves.
Produced in various formats, the ads blend luxury with a fresh approach and contemporary finesse. They always feature two images, one with the woman as the protagonist, the other showing the watch on her wrist as a replacement of the conventional product pack shot. The motto is a further style element that emphasizes the campaign’s underlying concept: “As I live my life.”