NEWS: Patek Philippe shortlists three UK shops for account

Patek Philippe, the Swiss watchmaker, has come to London to search for a global advertising agency for its dollars 10 million-plus account.

Patek Philippe, the Swiss watchmaker, has come to London to search for a

global advertising agency for its dollars 10 million-plus account.



The upmarket watch company is understood to have shortlisted three UK

agencies to pitch for the worldwide business, and is expected to reach a

decision by the end of March. Advertising will run across a number of

media, including press and television.



The pitch is being led by the communications director, Jasmina Steele,

who is based at Patek Philippe’s head office in Geneva. Steele was

unavailable for comment as Campaign went to press.



Patek Philippe’s advertising is currently handled by Bozell Worldwide

through its Geneva office. The agency network has held the account since

1993.



In 1993, Patek Philippe launched a dollars 10 million worldwide press

campaign through Bozell Geneva, targeted at women.



Research had shown Bozell that campaigns which concentrate on

traditional values such as quality, craftsmanship and value for money

are very successful with men but cut off the female market.

Consequently, Patek Phil-ippe designed more affordable and modern

watches to appeal to 30- to-40-year-old women to sit alongside its

existing client base of 50- to-60-year-olds.



Bozell’s campaign, which ran in glossy magazines, featured eight

locations to represent a variety of ‘women’s aspirations and daydreams’.



Patek Philippe’s range of watches are priced at a staggering pounds

6,000 upwards. Despite recently completing a major new plant in Geneva

at the beginning of 1996, the company does not intend to expand its

production, thereby ensuring that its watches remain exclusive.



Richard Hammond, Bozell Worldwide’s senior vice-president, was

unavailable for comment as Campaign went to press.



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