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.
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.
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.