Patek Philippe
Launching the iconic brand on Instagram
“On Instagram, you will discover things about Patek Philippe we will not show anywhere else.”
Thierry Stern
President of Patek Philippe,
in his welcome words on the platform
The Challenge
As the last independent, family-owned watch manufacturer, Patek Philippe has been pursuing traditional Genevan watchmaking artistry since 1839.
The decision was taken to launch an Instagram account in 2018, at a time when all the brands had already invested in the platform, with two major challenges:
How to reveal the brand’s singularity & legacy in such a templated space, ruled by algorithms?
How to leverage this environment as an opportunity to tell the brand story to younger generations?
The Solution
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.
From Instagram to a Digital Eco-System
Today, 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 pinnacle of high watchmaking.
Outcome
#PatekTime: A Precious Framework for Patek Philippe's Digital Presence
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.
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
The Client
With a legacy dating back to 1839, the globally renowned watch manufacturer epitomizes horological excellence. As the last independent, family-owned brand, Patek Philippe upholds the finest traditions of Genevan craftsmanship, delivering impeccable timepieces sought after by collectors worldwide. Each creation embodies timeless design, unparalleled precision, and a dedication to uncompromising quality.
