The latest Patek Philippe 2018 Generations ad campaign, with timeless black and white imagery, showcases the bond between mother and daughter.

The film visualizes the company’s slogan: “You never actually own a Patek Philippe. You merely look after it for the next generation.” The video captures a very personal moment between mother and daughter as they spend time in the office together. It is an invitation to “Begin your own tradition” with Patek Philippe.

The campaign spotlights the Ladies Nautilus watch with a date in an aperture with centre sweep second hand, blue opaline dial with gold applied hour markers and a steel bracelet with sapphire-crystal case back.

The iconic campaign which has been running for more than 20 years that was one of the first to champion emotional and real-time moments between father and son, mother and daughter.