It is based on the insight that a man has a unique emotional attachment to his watch, often prompted by his father or grandfather handing it down; a feeling that resonates fully when embodied by the enduring qualities of Patek Philippe watches.
The campaign suggests that 'You never really own a Patek Philippe. You merely look after it for the next generation.' To illustrate this, successions of the world’s most famous photographers have shown the strong emotional bond between father and son - two generations - sharing warm, intimate moments together.