Patek's exhibition for the masses
The watchmaker pays homage to London with an event that offers an insight into the watchmaker's 175-year history as well as its heritage.
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W HEN Patek Philippe wanted to invite Londoners to its exhibition at the Saatchi Gallery in June, it put out the notice on cabs, in bus shelters, florist stalls and Time Out - the free magazine you see littering the streets of London. These are where you normally don't see the brand's name, which appears mostly in upmarket places and highbrow publications.
The mass advertisements for the Patek Philippe Watch Art Grand Exhibition London 2015 could still help to win Patek more customers over the long haul, but the immediate goal was not to sell its timepieces, which are in any case made for a smaller affluent market.
"We want to showcase Patek Philippe's arts and watchmaking generally to a far wider public," Mark Hearn, managing director of Patek Philippe UK, says of the ads for the Grand Exhibition.
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