‘You never actually own a Patek Philippe. You merely look after it for the next generation,’ – probably the most iconic global campaign for a watch brand. The idea was born out of the powerful emotional connection owners have with their watches, one of the few items that men in particular have a deep genuine, sentimental relationship with. This connection makes handing them down very symbolic. Now in its 20th year, the campaign still resonates as strongly now as it did at its inception, and is used globally in over 60 countries.