Page Dimensions

Approx. 8 1/4" x 11 1/2" (21cm x 29cm)

Story and Details

If you want to fully understand Patek Philippe, then you can't let the important wristwatch in this advertisement be overshadowed by the Nautilus. Unless of course it's overshadowed by a Nautilus shell, like in this fantastic 1968 ad. That important wristwatch nestled next to the beautiful shell, on a bangle-like bracelet, was created 100 years earlier, in 1868, for Countess Koscowicz of Hungary - Patek's first timepiece for the wrist. Similar to how wristwatches weren't commonplace as the 20th century approached, Patek Philippe wasn't a household name when this jewel of an ad was conceived and published. But soon that would all change. And legendary print advertising, such as the "Generations" campaign, would cause Patek to make a splash - or rather a tidal wave - becoming not just well-known, but perhaps the most sought-after wristwatch in the world. I love how this ad represents the quiet before that storm... when Patek was like a best-kept secret. When the Ref. 2499 was in the middle of its production life. When the Ellipse was a newborn. Before the Nautilus was born. The exquisite creatures in this ad, in the forms of watches encrusted with diamonds and bearing bracelets of sheer sensuality, are among the many amazing Patek Philippe wristwatches that have all spawned from that delicate, decorative design, which this ad draws your attention to.