The campaign breaks in the UK on 7 March and aims to build on the success of the 1999 launch campaign. It will run alongside the forthcoming "begin your own tradition" spots, which will break soon for the men's watch product and which were also created by Leagas Delaney.
Each execution explores the different roles a woman might play while wearing her Patek Twenty-4. It uses the existing strapline: "Who will you be in the next 24 hours?"
The fashion photographer Peter Lindberg worked on the campaign, which features the model Victoria Varekova.
The six executions will run for four consecutive seasons in fashion titles worldwide. In the UK, ads will appear in The Sunday Times Magazine, Harpers & Queen, The Telegraph Magazine and British Airways' Business Life.
The campaign was written and art directed by the Leagas Delaney chairman, Tim Delaney. Media was by Initiative Media.