It has taken a while but finally there is now an official Patek Philippe Instagram page. The revered Swiss watch brand has always had a reserved take on marketing and specifically digital marketing. They only had an online presence on Youtube and Vimeo until they joined Instagram on the 18th of March. Their Instagram strategy however differs from convention and we cannot but praise their move.
Instagram – Signed By Patek
Do not start following Patek Philippe on Instagram expecting to discover new posts every single day. Patek has chosen a different Instagram strategy rather than following the content producing crowd of the popular social media platform.
“Patek Philippe has decided to organise a rendezvous on every 18th of a month at 18:39 Geneva Time”. Their feed would most likely consist of monthly ‘episodes’ depicting their craft and pieces. We surely should be expecting getting the occasional stories from them as well.
Why on the 18th at 18:39?
Patek Philippe owes its name to its two founders namely Antoni Patek and Adrien Philippe. Though the name Patek Philippe saw the light in 1851, Antoni Patek initially founded the Manufacture in Geneva, Switzerland in 1839. The year 1839 thus explaining the company’s use of ’18:39 Geneva time’ as a reference to their founding country and year.
Making Their Own Rules
Luxury is often about uniqueness, craftsmanship and exclusivity. And the Patek Philippe Instagram page just about depicts that. A page with only one posting schedule. Once a month. A post dealing with only one aspect of their brand. Subtle and not too loud. Patek Philippe is not a very vocal brand. Their strength lies in their achievements and their horological legacy. They can dare to make the rules for others to follow.
Better Late Than Never
By joining Instagram, Patek has not only broaden its possibilities for the future but it has also contributed to sustaining the art of horology and fine watchmaking. Giving unaware but curious minds the opportunity to discover horology through the eyes of one of the world’s best and most revered watchmakers.
Aficionados or enthusiasts, rendezvous then every 18th of each month at 18:39 Geneva time to discover what Patek Philippe will marvel us with.
Pranav started conceiving ISL AVENUE in late 2012. He has travelled the world from a very early age and hence developped an affinity for travel, hotels and food at different levels and from different cultures. He admires architecture and design but is deeply passionate about horology and cars. He carries a business background and is an aircraft pilot.