“You never actually own a Patek Philippe. You merely look after it for the next generation.” That iconic tagline came from the Generations advertising campaign which launched in the autumn of 1996. With a strong emotional approach, the persuasive black and white images still tug at heartstrings with the precious moments captured between mother and daughters, as well as fathers and sons.

All these real-life moments were captured by world-famous photographers – Peggy Sirota, Peter Lindbergh, Jeanloup Sieff, Mary Ellen Mark, Ellen Von Unwerth, Marden Smith, Glen Luchford, Craig McDean, Veronique Vial, Robert Wyatt – who with great sensitivity imbued the campaign with their very personal signatures.

This year, four new ads (two for men’s and two for ladies’ watches) were released, and add a new element with some photos featuring three generations.

By Debby Kwong

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