How personal can a watch feel? According to Leagas Delaney and their campaign for Patek Philippe, quite a lot.
Described as a watch with elegant versatility, the historic Twenty~4 watch was made specifically for women some 20 years ago, and it recently went through a design overhaul which needed an accurate and personal representation. To introduce the new design, the agency has focused on daily rituals in a campaign named Rituals of my Life, aimed at showcasing the versatility of the watch in a number of daily scenarios and occasions.
Today we are getting Behind the Idea to understand the process behind this beautiful, premium campaign.
What was the brief?
Patek Philippe are widely known as the most prestigious of Swiss watch brands, with a reputation for creating watches of unparalleled technical complexity. Perhaps less known to many is their celebrated range of watches created specifically for women, the most famous of which is the Twenty~4. First launched 20 years ago, the Twenty~4 recently enjoyed a design refresh to reflect changing times and a changing audience. Our brief was to deliver a purely digital campaign that could appeal to a younger female audience, drive interest in the new Twenty~4 and re-assert its position as the ultimate luxury watch choice for those with a discerning, but nascent interest in the category.
Tell us more about the concept. Why was it the right choice?
The Twenty~4 watch has its name thanks to its elegant versatility – it is a watch that suits any occasion, from formal and professional situations, through to the more casual and relaxed. For this reason, we have always believed that the Twenty~4 lives the life of our modern female target audience. Our challenge was to present the refreshed Twenty~4 in a way that felt contemporary, relevant to our audience and reflective of her multi-faceted life.
The result was “Rituals of my Life”; elegantly showcasing the precious, personal moments of the Twenty~4 wearer. These ‘rituals’ drew inspiration from the habits and behaviours of the target audience, who have been increasingly sharing their personal and treasured routines on their social channels, for others to appreciate and admire. It felt appropriate that a stylish, iconic watch could sit comfortably and naturally within these curated moments.
What was the production process like? What was the biggest challenge?
Unsurprisingly, Covid-19 proved to be the biggest challenge. We had first developed the concept at the start of the year, with the intention to shoot in April or May. But as the true impact of the virus took hold, it became apparent this would be impossible. Yet, through a great deal of perseverance on all sides, we were able to organise a simpler production plan and shoot in early August, in London. We diligently stuck to all the health and safety protocols on set and enjoyed a surprisingly smooth production process. In retrospect, the smaller shoot and simplified, intimate “rituals” created have proven more appropriate and impactful in such a complex, strange year.
What’s the main message of the campaign and why does it matter?
The campaign is signed off with Patek Philippe’s famous line, “Begin your own tradition” which acts as an invitation into the world of a brand who share the values of their target audience, as well as acknowledging the daily rituals that are, in themselves, traditions.
All of which is designed to emphasise the stylish versatility of the Twenty~4 watch and its ability to be the perfect companion for any occasion.
What is one unique aspect of the campaign?
In the last year especially, we have seen much more discussion and sharing of the rituals that form the fabric of people’s daily lives, especially by our target audience. We were inspired by how creative, curated and personal they felt, how readily our audience were sharing them on social channels and how suitable they felt for the Twenty~4 watch.
Being able to therefore comfortably and confidently associate the watch with a trend that is imbued in popular culture feels truly unique, as does the ability for the campaign to grow and evolve over time.
How long did it take from inception to delivery?
Covid-19 made things more complicated in terms of delaying production – we had the campaign concept approved and ready to go in March but then waited until early August for the shoot itself. From there, we moved incredibly quickly to deliver a pure-digital campaign, across 18 markets, by mid-October.
What do you hope it achieves for the brand?
Our hope is the campaign helps drive appeal (and, of course, sales) for the Twenty~4 watch in a younger audience; owing to the style and design credentials of the watch, combined with a creative campaign that elegantly reflects their life on relevant channels - proving Patek Philippe’s style and design credentials in the highly competitive ladies luxury watch market.