Leagas Delaney has picked up the pounds 10 million global advertising
for the world’s most expensive watches from the Swiss manufacturer,
The agency is believed to have beaten off competition from Bartle Bogle
Hegarty and M&C Saatchi to land the business, which will accompany
Harrods and Porsche at the upmarket style end of its client list.
Creative and strategic pitches were held before the company’s Geneva-
based owner, Philippe Stern, his recently appointed marketing director,
Hugues-Olivier Bores, and marketing staff from other parts of Europe and
The account had been held by Bozell Worldwide through its Geneva office,
but it is understood to have declined to take part in the review.
Bruce Haines, the chief executive of Leagas Delaney, said: ‘This is a
pitch which excited the whole agency. We are thrilled to get the
business.’ No decision has been made on the media work, although
Initiative Media pitched alongside Leagas Delaney and is also tipped to
scoop the business globally.
Patek Philippe’s position at the pinnacle of the watch market is based
on a 150-year history of making all of its own components, as well as
the timepieces themselves. Its selling point is high-quality combined
with exclusivity. Patek Philippe has not produced as many watches in its
entire history as other upmarket makers such as Rolex do in a single
The brand is a collector’s item, with some items taking up to nine
months to build.
Recent campaigns for Patek Philippe have been more skewed towards women
after research showed that ads emphasising values such as quality,
craftsmanship and value-for-money were more successful with men. A
glossy print campaign was launched in 1993 with the theme of women’s