Image Perception Analysis: Patek Philippe

While I was browsing YouTube in search of the perfect Patek Philippe visual for their new Grandmaster Chime 5175, which I posted a few days ago, I realized how different this brand portrays its image. Just like other luxury brands they identify themselves with tradition, family heritage and craftsmanship but unlike other brands they make sure to introduce elements of modernism, technology and machine manufacture line sending a message that they also keep up with the times.

Why brands refrain from showing machine manufacturing and technology in their ad films is because that lacks personalisation, character and precise craftsmanship and implies that their creation is not as unique. Clearly they do manufacture mechanically (unless otherwise specified) but marketing is the key. There are two parallels of the brand’s personality;

  • It shows that they keep up with the times by using machinery and computer designing
  • and that its still a family owned business and every design is made keeping in mind the heritage, history and the legacy of its forefathers.

In the video following this article, you will notice these parallels come alive.

The official Patek Philippe Grandmaster Chime video shows Thierry Stern (President of the brand) with an expression of deep thought, perhaps thinking about his next masterpiece. What follows this is the series of operations that come while creating a watch, the designer sharpening a pencil and creating the initial sketch which then goes to the technical team who create the complications by hand and then on the computer system.

The craftsman carefully places a crown in a machine by hand, which then sharpens the groves and gives it the desired shape.

Even the background music switches from frame to frame, from a violin symphony to a keyboard.

Utilitarian signs: Throughout the video one thing that has been given more importance above any other attribute is precision, one thing that is an absolute essential one in the world of watch making and one that most horologers consider of utmost importance.

Commercial signs:

The film reflects a more personal touch than a commercial one. Patek Philippe being amongst the most expensive watches commercially available, revealing the monetary value of the watch would prove deleterious to the priceless message the advertisement means to portray.

Sociological Elements:

The President of the group himself features as the face of the brand that shows significance and value of the watch. Designer and technical members of the company also feature in the film, this reinforces our faith in the quality.

 Use of Colour

The video starts in black and white, which shows timelessness. The rest of the video is in soft colours with low brightness and high contrast to emphasis only on the parts of the watch. Video concludes with an image of Philippe Stern and son Thierry Stern in black and white although the watch is in color, having cleverly shown warmth and family values while not stealing the focus away from the watch.

Gisele Bündchen and Baz Luhrmann’s New Chanel No.5 Commercial

Gisele Bündchen is the new face of Chanel No. 5 featuring in a movie directed by Baz Luhrmann! A video which is very different than any other, and a perfect reflection of Coco Chanel and Chanel as a brand.

The lead, Gisele, is shown as a fierce surfer (which she is in real life too!) in the first half of the film moving on to be shown as glamorous as one would except in a fashion film, symbolic of many roles every woman plays in her life. This is one ideology which sets Chanel apart from all the other brands, an ideology which was endorsed by Coco Chanel herself and the reason why almost all women relate to iconic Chanel No. 5.


Patek Phillipe 175th Anniversary, Greatest Watch so Far

As a way to immortalise the 175th anniversary of the brand, Patek Phillippe unveiled a watch worth $2.5 Million last week. The Grandmaster Chime can easily be labelled as the most special watch ever designed by the brand and the most expensive one in the world.

1. This two faced dial watch is the most complicated watch ever, featuring 20 complications. Now, those who have read my previous post would probably know that when a watch is called ‘complicated’ it refers to  the features it has besides showing time.

The 20 complications

Grande Sonnerie
Petite Sonnerie
Minute repeater
Strikework mode display (Silence/Grand Sonnerie/Petite Sonnerie)
Alarm with time strike
Date repeater
Movement power-reserve indicator
Strikework power-reserve indicator
Strikework isolator display
Second time zone
Second time zone day/night indicator
Instantaneous perpetual calendar
13 Day-of-week display
14 Month display
Date display (on both dials)
Leap year cycle
Four-digit year display

24-hour and minute subdial

Moon phase

Crown position indicator (RAH)

2. The Grandmaster Chime took 7 years to development and 2 years for production.

3. It consists of 1366 movement components and 214 case components!

4. During the course of its development, the watch pioneered 6 patented inventions.

Only 7 of these were produced, only 6 are available for purchase and one is the latest addition to the brand’s permanent collection.


patek grandmaster chime 1

Patek grandmister chime 2

Pharrell X Laduree

If you are a fan of macaroons and Pharrell Williams like me, this post is a must read ; and if you happen to live in Paris well then you must rush to Rue St. Honore!

Laduree collaborated with Pharrell Williams for limited edition macaroon in partnership with Colette. These macaroons come in Cola and peanut butter flavours and are exclusively available  at the french concept store.



PharrellXladuree pharrellXladuree 2


What is Luxury?

In the very basic sense, luxury is described as a state of great comfort or extravagant life. Being so familiar with the names such as Louis Vuitton, Rolex, Burberry etc., we all know that luxury means and accounts for much more than just a state of great comfort. Luxury has always been a major sociological issue, whether we are the ones possessing it or admiring it from outside the window. As explained by one of the top marketing guru of the field J.N. Kepferer, Luxury is a means of:

–  Social stratification

– The notion of practical utility and waste

–  Decision resulting to the distribution of wealth

The means of social stratification through luxury have changed. Earlier it was experienced through inherited aristocracy, today that aristocracy is replaced my meritocracy. This change was brought through a series of changes in the society as well as the growth of this field of business. The change of notion in the society at large made them realize that luxury need not be inherited but can be earned as well which marks as a reward for one’s success, a feeling that for some is an inspiration to work harder and set bigger goals.

This explanation of luxury can mean different to each individual. If I ask you all what luxury is to you I wonder how many of you will have similar answers. Every definition depends on various factors like one’s social background, education, spending power, geographical region etc. For one person luxury can be getting a basic Nokia mobile phone, which can fulfil their necessity of being able to communicate with his/her friends and family. There are also segments belonging to the same society for which luxury might mean a Vertu (which is also owned by Nokia) phone with a platinum keyboard.

The function and purpose of both are same, what is different is the value addition, which is responsible for that staggering price tag.



Chopard X Porsche, Limited Edition Superfast 919

If I ask you to think about a luxury sports car, which brand will pop-up in your mind? For many just like myself the answer will be Porsche. The brand is more than often used as a figurative synonym to words like luxury, speed, power and style. These words are not very different to how one would describe Chopard whose popularity is not strange to anybody who follows the universe of luxury even for a vague second. So now I ask you this, how would you like if I tell you that the two brands have joined hands to create something with similar traits. The answers is below:


Superfast Chrono Porsche 919 Edition - 2 - Black Background

A magnificent 3.05 Calibre, with a flyback complication has a 919 engraving as a tribute to the 919 numerical on the Porsche sports car. Another feature that makes the watch even more exclusive is the blue sapphire with an engraving ‘Official Time Keeping Partner Porsche Motorsport”


As part of the promotion, all the Porsche’s team drivers will be wearing the watch. Can you see Mark Webber with his own stunning piece of this chronometer below?
2 - Karl Friedrich Scheufele with the Porsche Motorsport team - Geneva Motor Show







3 - Mark Webber - Porsche Team Driver - Sponsored by Chopard


For those of you who would like to dwell more on the technical features of the Chopard Limited edition Superfast , would find the below information interesting.

Technical Details

Superfast Chrono Porsche 919 Edition Case:

  • Stainless steel
  • Total diameter                                 45.00 mm
  • Thickness                                         15.18 mm
  • Water resistance                             100 metres
  • Screw-locked crown with black rubber-clad steering wheel motif
  • Glareproofed sapphire crystal
  • Open case-back bearing engraved “Official Timing Partner Porsche Motorsport” inscription
  • Steel bezel with tachometric scale secured by eight PVD blackened steel screws


  •  Mechanical self-winding chronograph              Chopard 03.05-M
  •  Total diameter                                                       28.8 mm
  • Number of jewels                                                  45 jewels
  • Power reserve                                                        60 hours
  • Frequency                                                               28,800 vph
  • Chronometer-certified (COSC)

Dial and hands:

  • Opaline silver-toned dial with red inner bezel ring transfers
  • “919” logo in the 9 o’clock counter
  • Metallic black hour and minute hands and hour-markers, enhanced with Superluminova
  • Arrow-tipped red sweep-seconds hand
  • Red hour and minute counter hands
  • Metallic black seconds counter hand

Functions and displays:

  • Central display of the hours, minutes and seconds
  • Small seconds at 6 o’clock
  • Date window between 4 and 5 o’clock
  • Chronograph: seconds with flyback function, 30-minute counter at 3 o’clock,

12-hour counter at 9 o’clock

  • Tachometric scale

Strap and clasp:

  • Black rubber strap (slick tyre tread motif)
  • Polished steel folding clasp

For more details about the watch please don’t forget to log on to













Something New!

Starting today, we at The Golden Journal bring to you a brand-new column specially dedicated to the Business of Luxury. In this segment we will be discussing the very nature of this business, which is not only dynamic but defies almost all the laws of business.

This is a domain where the demand is not affected by the supply but is instead measured in aspirations. Here selling price is not calculated only on the basis of the regular parameters like raw materials used or country of origin but mainly on brand equity and the heritage of the brand name. It is an area where brands are treated like people and people are considered brands!

I invite you all to take a walk with us as we venture into the world of this business and climb up and down the statistical curves and roam around the labyrinth of aggressive strategies….