Entering late meant entering into a space already shaped by others, saturated with always-on content, driven by algorithmic logic, and optimised for immediacy rather than depth. For a maison with centuries of craft behind it, this presented a fundamental tension.

• How do you honour that legacy in a format designed for the fleeting?

• How do you leverage this environment as an opportunity to tell the brand story to younger generations without compromising the singularity that defines it?

The challenge wasn't simply to be present on Instagram. It was to be present on Patek Philippe's own terms.

While most brands published content following an always-on approach, the vision was to create a continuous editorial series, structured around episodes and chapters called #PatekTime.

This concept allowed Patek Philippe to showcase all of its facets, from its rich history and product offerings to its core values and exceptional savoir-faire while also supporting new product launches.

Today, #PatekTime has become an integral part of Patek Philippe's online presence, providing a unique and precious framework for engaging with the brand's community and sharing its unique world with enthusiasts around the world.

Patek Philippe's Instagram account sits at the epicenter of a larger digital eco-system, which is committed to transmitting the true values of the last independent, family-owned watch manufacturer to its followers. The success of the Instagram account has allowed Patek Philippe to connect with a wider audience and maintain its position at the forefront of high watchmaking.

Key Results:

• A growing community of nearly 2 million followers in 2023
• +1.1 million interactions generated monthly on average
• +70 episodes and chapters produced and counting