The last major independent, family-owned Swiss watchmaker had its work cut out in 2018: how to launch and stand out on Instagram when all its competitors already had a presence on that platform?
For Patek Philippe, in business since 1839, the challenge was two-fold. One, how to reveal the brand’s singularity and legacy in such a templated space, ruled by algorithms? Two, how to leverage this environment as an opportunity to tell the brand story to younger generations?
The Geneva-based company turned to DLG (Digital Luxury Group), an agency with deep expertise in digital marketing and commerce for luxury clients in Europe, North America, China and parts of Asia. One of DLG’s sweet spots is working with watch brands.
DLG’s solution for @patekphilippe was simple.
Patek Philippe has a rich story to tell on Instagram. Image: DLG, Patek Phlippe
Time will tell
While most brands published content following an always-on approach, the vision was to create a continuous editorial series, structured around episodes and chapters called #PatekTime.
This concept allowed Patek Philippe to showcase all of its facets, from its history and product offerings to its core values and savoir-faire, while also supporting new product launches.
The outcome hit all of the marks for Patek Philippe.
#PatekTime has become an integral part of Patek Philippe's online presence, providing a unique framework for engaging with the brand's community and sharing its unique world with enthusiasts around the world.
Moreover, Patek Philippe's Instagram account sits at the epicenter of a larger digital ecosystem, which is “committed to transmitting the true values of the last independent, family-owned watch manufacturer” to its followers.
The success of the Instagram account has allowed Patek Philippe to connect with a wider audience and maintain its position at the top end of high watchmaking.
The success of the Instagram account has allowed Patek Philippe to connect with a wider audience and maintain its position at the top end of high watchmaking. Image: DLG, Patek Philippe
THE RESULTS speak for themselves.
Patek Philippe’s Instagram account claims a growing community of nearly 2 million followers this year.
More than 770 posts have been made on Instagram in the past five years.
In addition, more than 1.1 million interactions are generated monthly, on average.
The brand, with the help of DLG, has produced more than 70 episodes and chapters on Instagram.
“On Instagram, you will discover things about Patek Philippe we will not show anywhere else,” said Thierry Stern, president of Patek Philippe, in his welcome words on the platform.
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