I have to accept the whims of advertisers.

The lifespan of a watch must be longer than that of a person, so no matter which watch you are, you will not really own it.

You can never truly own a Tissot

You can never truly own a Longines

You can never truly own an Omega

You can never truly own a Rolex

You can never truly own a Blancpain

You can never truly own a Blancpain

You can never truly own a GO

You can never truly own a Lange

You can never truly own a swatch (plastics take a long time to degrade)

You can never really own a Tudor

You can never really own a BMW

You can never really own a bed

You can never really own. . . .

You can fill in the blanks for any. . . . . . . . . . . . . . . . . . . . . . .

Patek Philippe used this advertising slogan, and other brands should not use it. The communication effect is outstanding and it has become a classic advertisement!

You can never truly own your house (70-year property rights)

When one day everyone hangs it on the wall, but the material things that once existed still exist, no one can own it. .

I would rather say that life is short, live in the moment, don’t care about eternity, only care about what you once had.

Founders and owners of Patek Philippe: As you may know, the brand name "Patek Philippe" comes from its founders Antoine Norbert de Patek and Adrien Philippe. But you may not know that Mr. Patek and Mr. Philippe were in charge of the company only from 1839 to 1932. By 1932, Charles Stern and Jean Stern, who owned a high-end dial manufacturing factory in Geneva (also a dial supplier for Patek Philippe), Two brothers purchased the company. Since then, "Patek Philippe S.A." has been a family business headed by the Stern family. After Henry and Philippe, in 2009, Mr. Thierry Stern took over as the president of the company and became the fourth generation heir of the Stern family

This shows the importance of the brand

“No one can own Patek Philippe, just for Just for the next generation to keep.” This is Patek Philippe’s classic advertising slogan. Patek Philippe’s success is indispensable to its outstanding advertising creativity. The most important thing about this slogan is to highlight the advantages of your own watch, which is its durability. In fact, this is also the advantage of mechanical watches. If you take care of it carefully, it can last a long time. Patek Philippe’s advertising slogan highlights this point and gives it the meaning of “inheritance”, giving the watch the eternal emotional appeal of “inheritance”.

It is particularly worth mentioning that the protagonist of Patek Philippe's advertisement is not a common star, but chooses to look like Just like models who are ordinary people, the commercials show ordinary people or the warm moments of mother and daughter, thereby touching people's inner love for their children, the inheritance of the family, and the permanence of the product. This kind of relationship between family members has no national boundaries, so this advertisement is very well done to make people feel that owning a Patek Philippe watch has become a symbol of the aristocracy of true watch lovers: either wearing it or collecting it, Because of its long-lasting and long-lasting value.

Patek Philippe was founded in 1839 and has a history of more than 150 years. The brand is Geneva, Switzerland. An independent family-run watchmaker is rare among Swiss watch brands. It has a long history, exquisite craftsmanship, and independence are the core concepts of the brand. Its products have always had a good reputation.

It is hard to imagine that an antique pocket watch will be auctioned for a high price of 140 million.

In 2015, at the Sobieux auction house, the Patek Philippe Henry Graves ultra-complex function pocket watch was sold for a whopping 23.42 million Swiss francs (approximately RMB 140 million), creating a sky-high price myth.

Perhaps its price is that it is purely handmade by Patek Philippe watchmakers, which took five years. It has 24 complex functions including a perpetual calendar and minute repeater. It has more than 900 parts and is expected to be accurate. Travel time to 2100.

I have always known that Patek Philippe is expensive, but I never thought it could be so expensive.

Since ancient times, many celebrities have worn Patek Philippe. Queen Elizabeth II of the United Kingdom wears a Patek Philippe platinum Ellipse oval watch. There are also 100 kings and 42 queens who love this brand deeply. Einstein, Marie Curie, Charlotte, Blunt, Tchaikovsky and other prominent people are also loyal fans.

Its nobility lasts for hundreds of years, and it also has collection value.

At the 2016 Geneva auction, a steel-cased Patek Philippe 15.18 perpetual calendar chronograph was sold for a high price of 11,002,000 Swiss francs (approximately RMB 75 million). 1518 is Patek Philippe's first chronograph perpetual calendar watch, and the 1518 steel watch is the rarest among them. Currently, there are only 4 steel case 1518 in the record.

Patek Philippe Ref.5078P platinum black dial watch at the 2017 Antiguinea New York auction. This watch was launched on January 7, 2010. It is a self-winding watch. The minute repeater is equipped with a platinum Patek Philippe buckle, which is very delicate and elegant. The transaction price was US$299,000 (approximately 1.99 million yuan).

Collectors love Patek Philippe. There are also business tycoons who are into rap and fashion, and they also love Patek Philippe. They will even give Patek Philippe as gifts to beauties.

Although not everyone can understand the "noble" pp symbol, people who know a little bit about watches know that you are wearing a Patek Philippe, which means you are probably an extraordinary person.

It is not surprising that a business tycoon wears Patek Philippe. Firstly, it shows his identity, but also his financial resources. 85-year-old financial tycoon George Soros wears Patek Philippe Aquanaut series 5167A-001 all year round, priced at 141,700 yuan; black embossed dial, covered with fluorescent-coated gold three-dimensional numerals; equipped with 324 S C-type movement, waterproof depth up to 120 meters.

Baidu CEO Robin Li also wears the same Patek Philippe watch, which is in line with their low-key personality.

Not only that, even those hip-hop tycoons who love to show off love Rolex and Patek Philippe. The 18k gold Patek Philippe is very noble and imposing.

The 18k gold Nautilus series 5711/1R-001 watch on Kanye’s wrist is priced at 381,900 yuan; it has a simple chocolate-colored dial and is equipped with a 324 SC automatic movement. Waterproof depth up to 120 meters.

The red and purple Future wears a Patek Philippe 5980R-001 watch, priced at approximately 4.473 million.

The 18k rose gold case is brilliant, equipped with CH 28-520 C movement, with a full power reserve of 55 hours. Its precise operation can be seen through the sapphire crystal bottom.

Wilber Pan also wore the same Patek Philippe 5980R-001 watch as Future in "Hip-Hop in China", which looked quite fashionable when paired with a brand-name watch.

How can those singers and fashionistas who love watches not have a Patek Philippe. I feel that life without a Patek Philippe is not perfect.

Lu Han publicly showed off his watch, directly posting his Patek Philippe Nautilus series 40th anniversary watch Ref.5711/1p on Instagram, priced at 8.55 million yuan, limited to 700 pieces worldwide, and Each watch is uniquely numbered, making it extremely difficult to buy. The case is made of solid PT950 platinum; the bezel is embedded with a flawless top-grade Weselton diamond at 6 o'clock; it is equipped with Caliber 324 S C movement, which is waterproof to a depth of 120 meters and has a power reserve of 35 to 45 hours.

As a fan of Patek Philippe, Ed Sheeran cannot be satisfied with just one watch. Wearing a Calatrava Pilot’s Travel Time Watch Ref. 5524 on the wrist with the tattooed arm, the price is about 410,000 yuan. It has an exclusive patented travel time device that can display the time in two different time zones at the same time; it uses a wide-faced local time hand, large Arabic numerals and a slim second hand with fluorescent coating; it is equipped with Caliber 324 C Fus self-winding mechanical movement.

This Nautilus series annual calendar 5726A-001 is also good, with a price of about 300,000 yuan; dark gray round dial; equipped with Cal.324 S QA LU 24 H model Core, 45 hours power reserve.

Men also choose Patek Philippe when giving gifts. Not only does it win the heart of a beautiful woman, but it also appears to be a source of wealth. But talent is light but affection is high, and the person giving the gift doesn't care whether it is expensive or not.

When Brad Pitt was engaged to Angelina Jolie, he spent $390,000 to customize a Patek Philippe Minute Repeater Ref.7000R as a gift to Jolie. As a wedding gift. This is a unique Patek Philippe women's watch, purely handmade, that can simulate the sound of the British Big Ben.

Jin Dong, a maniac who dotes on his wife, gave Li Jia a 32,000 Patek Philippe complex chronograph series watch.

If you are still working hard to make a living, you will one day be able to afford a Patek Philippe!

What Patek Philippe means is that its watches are of high quality and can not only be worn by oneself for a lifetime, but can also be passed on to the next generation, or even the next generation.

Of course, this is all a marketing tool, but it is very successful. Coupled with the extremely high auction prices of many antique Patek Philippe at auctions, people sometimes really have this illusion-this brand can be used as a family heirloom. In a few decades, it will be a treasure of the child, and you can get a lot of money by selling it.

Of course, if Patek Philippe can continue its current momentum, and if watches can continue as luxury goods, then it is indeed okay to buy a Patek Philippe.

But if you want to get the price at today's auction, you really can't just buy one randomly in the store. You have to buy the one that has scarcity value today.

For example, look at how Biver, the boss of LVMH Group, bought Patek Philippe for his own son.

This 5106R is a unique watch donated by Patek Philippe for the 2009 Only Watch charity auction.

The Only Watch charity auction is held every two years. Each time, watch brands donate unique watches for auction.

All proceeds from the auction will be donated to the Monaco Association against Muscular Dystrophy (AMM) for medical research on Duchenne muscular dystrophy.

The first edition was held in 2005 and was hosted by the Prince Albert II of Monaco Foundation. It was originally together with the Monaco Yacht Show, but later became more and more influential and became an independent watch forum. grand event.

The auction is assisted free of charge by major watch auction houses such as Christie's, Antiquorum, and Phillips, and the cost of hosting the auction and exhibition is controlled within 1%.

2009 was the third auction, and the prices had not gone crazy yet. Although this 5106R was the top bidder that year, the auction price was only 530,000 Swiss francs, which was not as high as the millions it later sold.

After the auction, the Stern family asked Mr. Biver whose name was written on the birth certificate of the Only Watch. Biver replied "Pierre", Biver's youngest son who was only 14 years old at the time.

This is actually the first half of an advertising slogan. The original words are: "No one can really own Patek Philippe, you just keep it for future generations." But this advertising slogan is very classic. It is spread from one to ten and spread from ten to a hundred. Many people firmly believe in it. This is a bit like "A diamond is forever, a diamond is forever." I don't know how many women have brainwashed this advertising slogan.

Therefore, sometimes the quality of a watch is on the one hand, and the marketing packaging is on the other. The two must be fully combined to make the brand bigger and stronger. The era of "the smell of wine is not afraid of the depth of the alley" has long passed. In today's society, the fragrance of wine must be publicized, and sometimes publicity is even more important than the product itself. Of course, Patek Philippe itself is a good watch, otherwise even if it boasts, it would not be sought after and recognized by so many people.

Patek Philippe is one of the few independent watch brands currently founded in 1839. China was almost on the verge of the Opium War at that time. Patek Philippe's annual output is about 50,000 pieces, including a small amount of quartz watches. In terms of appearance design, movement quality, and complex functions, Patek Philippe is ahead of many watch brands.

Before the birth of Vacheron Constantin’s 57260, the most complex timepieces were almost monopolized by Patek Philippe. The performance of the Patek Philippe auction market has also been among the best. And some of its marketing strategies have also whetted the appetite of many people. Some watches cannot be bought just by having money, but also by having the "ticket" to enter the world of Patek Philippe and plenty of patience. Therefore, from the perspective of the watch world, Patek Philippe is good at making watches and doing business, so it can thrive for a long time.

First of all, this is an advertising slogan, and it is a relatively successful advertising slogan. The full text of this advertising slogan is as follows: "No one can own Patek Philippe, it is just kept for the next generation."

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The author suggests that some university marketing courses can study and analyze this as a successful marketing case.

Secondly, the meaning of this sentence is mainly to express the meaning of inheritance. In other words, Patek Philippe watches are very well made and can be passed down from generation to generation.

In addition, let me say one more thing, not only the advertising words, Patek Philippe's relatively successful marketing is also reflected in: First, the good relationship with the auction house, to some extent, has made Patek Philippe today's success in the auction market. Dominance. The second is that the watches are limited in number (rare things are more expensive). From a certain perspective, this also smells like hunger marketing.

For example, this Patek Philippe Grandmaster Chime, which is limited to only seven pieces and is said to be unavailable even if you have money, was priced at US$2.5 million when it was first launched. , but those who want to buy need to pass a personal interview with the president of Patek Philippe before they are qualified to buy.

To put it bluntly, it’s just hype. Why do artists’ works become valuable after they die? Because the profits from speculation while alive go to the artist, and the profits from speculation after death go to the capitalists.

A high-quality watch is only worth 50 yuan on a street stall, but can be sold for 200 yuan in a department store. With the Patek Philippe trademark on it, it can be sold for 200,000 yuan, plus the limited edition. Two words starting at five million with no cap.

Excellent capitalists all understand the power brought by hype. In the past few years, the value of wood that could only be used for furniture and turned into beads doubled. Has its nature changed? Suddenly became rare? Nothing has changed about him, he just became popular all of a sudden and turned into a cornucopia.

Why did the famous diamond suddenly rise in value when it was neither rare nor industrially useful? Why does it become a symbol of love? Why do we still have to buy it when we get married when we all know it’s not precious? Its hype is undoubtedly excellent, and it even instills in us the misconception that diamonds should be valuable.

Patek Philippe is excellent. Its craftsmanship, materials, and style are enough to make it one of the best watches, but these values ??combined are not enough to support its high price and brand value. , the status symbol he created is his most valuable thing.

Fortunately, I have one, so how can I go out and meet people?

Although Patek Philippe is famous for its advertising slogan concept of passing on watches to the next generation, "For the next generation" The term "one generation to keep" is just a successful marketing language, but high-end mechanical timepieces do have such charm and artistry that can be passed on to the next generation. Their value is also extraordinary because of their rare and meticulous handcrafts.

Founded in 1839, Patek Philippe is one of the most well-known high-end Swiss handmade watch brands in the world. It is also the most eye-catching watch at all major art auctions. One of the brands. At Sotheby's New York auction on June 7, 2017, a platinum self-winding date three-hand Nautilus watch created by Patek Philippe in 1995 sold for a high price of US$87,500 (approximately RMB 600,000), which is higher than the current price of Patek Philippe. The commercially available white gold Nautilus watch is priced 1.5 times higher. Many people have observed that the price of Patek Philippe has been stable in second-hand transactions and auctions, thus confirming the value of Patek Philippe's ability to maintain and continue to be passed down.

(Patek Philippe self-winding date three-hand Nautilus watch sold at Sotheby’s auction on June 7, 2017)

If Regarding the quality of Patek Philippe's watches, it originated in Geneva, Switzerland, the historical center of high-end watchmaking. Patek Philippe, which pays attention to Geneva watchmaking craftsmanship, owns production plants for all watch parts, and has developed the Patek Philippe Seal as a self-requirement for excellent performance. It is indeed one of the most important brands in the long-term collection of high-end handicrafts.

(Patek Philippe Seal)

So I can only have Vacheron Constantin!