It was at the end of 90’s that Patek Philippe launched “Generations” ad campaign. Its slogan, “You never actually own a Patek Philippe. You merely look after it for the next generation”, became an absolute iconic phrase for luxury watches.
Looking beyond the enormous success of the campaign, what it is interesting is the link of the concept of owning a top notch luxury watch with the concept of “taking care of it”, which remains as much more deeper and naturally sustainable.
Not only because of the normally high price that these watches have indeed in reselling, but because the concept can be expanded to many other aspects that envelop our lives…
Is it true that Nature is not owned by humanity, but must be our heirloom for future generations?
Is it true that Peace is not an agreement but a deep and luxurious asset that we must keep alive with our vote and decission?
Is it true that Diversity and Inclusion is not a decalogue or a course, but a way of living with others?
Is it true that Compassion is not a bias but a good heritage about you?
Many of the good things that make our live easier must be looked at as it would be a treasury, a luxury wristwatch that you want to give up your son when your days will be over. Take care of your environment and your beloved ones not because you own it or you live with them…just because it is the best you can do for those that will be born in the future
