A watch is a machine that lives on your wrist, and it has a heartbeat. It’s with you in moments of stress, in moments of happiness, in moments of sorrow. That creates a bond that’s almost impossible to quantify or explain to someone who doesn’t feel it.

As Patek’s campaign declares:

“You never actually own a Patek Philippe. You merely look after it for the next generation.”

This sentiment resonates deeply with collectors who view their watches not just as personal possessions, but as part of a larger, ongoing narrative that transcends our individual lifetimes.