Page Dimensions

Approx. 8 7/8" x 11 3/4" (22cm x 29cm)

Story and Details

In 1959, Einar Buhl, President of the Henri Stern Watch Agency (HSWA) hired adman Seth Tobias to create print advertising that would speak to Americans in the market for a fine wristwatch.

Tobias conceived a number of ads for his client that communicated the brand’s history and exceptional craftsmanship in a smart and bold way. The aesthetic of the ads was eye-catching and had a prestigious air about them, embodying the look of the actual timepieces. But also, the copywriting was smart and intelligent in the same way the movements of the watches are highly technical, and accurate.

Tobias cofounded the agency, Savitt Tobias Balk Inc in 1969, around the time he authored this beautiful ad, which stands out among the wealth of Patek Philippe marketing. It’s beautiful because of the art direction, highlighting the relatively new Golden Ellipse strategically against a blue background, accentuating its signature cobalt blue dial.

But it’s also beautiful because of the copywriting, which boldly conveys that a Patek Philippe is more than a watch that tells time… It’s a statement about you - that even your grandchildren will come to realize. Positioning the watch as an indicator of taste and something that leaves a lasting impression on future generations.

Exclusivity, inheritance, even investment, are still powerful reasons that people today purchase and are passionate about Patek Philippe.