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Luxury watchmaker Patek Philippe has launched its first major advertising offensive in a decade with a three-month global campaign.

  The Geneva-based company plans to spend between 12 and 14 per cent of its annual sales revenue (up to $173 million) during the first three months of the print-only campaign.

  The campaign will continue with two three-month bursts next year.

  Hugues-Olivier Bores, Patek's chief operating officer, said the campaign - which features separate advertisements for its men's and women's lines - would target high-end magazines at a local, regional and international level.

    The advertisements will run in Joyce, Cosmopolitan, Esquire, Racing World, China Airlines Magazine, Time, Newsweek, International Herald Tribune and the Asian Wall Street Journal.

  'We have gone for the press medium because it's a global brand. Our consumers are world travellers and we need to be seen in the same image throughout the world,' Mr Bores said.

  The advertisements, created by London agency Leagas Delaney and shot by photographer Peggy Sirota, aim for a realistic portrayal of family relationships. The women's advertisement features three generations of females, while the men's goes for a father and son relationship.

  Philippe Stern, president and owner of Patek Philippe, said the company was not looking to change its image but rather to let people know about its long tradition in watchmaking.

  'We are trying to reach people in their mid-30s. It's maybe a little younger in Asia. We want people to know that, even though we are an old company, we are still active and innovative. We are unique because we produce all our own parts.'   Mr Stern said the company produced about 20,000 timepieces a year, with Asia accounting for 35 per cent of its market. The new campaign represented about 130 models, ranging from $40,000 to more than $4 million.



Time for new campaign