Independent luxury watch manufacturer Patek Philippe and Leagas Delaney launch new Generations campaign

Independent luxury watch manufacturer Patek Philippe and Leagas Delaney launch new Generations campaign

BOAST is a place where you can find out about recent creative campaigns. 

It is essentially a space where agencies can tell us about the new work they are proud of; blowing their own trumpet, so to speak. 

Here's the latest from the creative world as we know it.

A campaign by Leagas Delaney

Patek Philippe, in partnership with independent comms agency, Leagas Delaney, announces its latest edition of the iconic Generations Campaign, to celebrate the launch of its latest timepiece, Ref. 5905 Annual Calendar Chronograph.

Now in its twenty-third year of partnership with Patek Philippe, Leagas Delaney was charged with creating a campaign that built on the heritage and success of Generations but with a contemporary treatment, both strategically and creatively.

To do this, the team focused on the nature of the modern relationship between parent and child, acknowledging that while the core foundations of a father/son relationship remain, modern fathers generally have a lighter, more personal relationship with their children compared to previous generations.

The team ensured this was reflected in the creative and art direction of the campaign and commissioned acclaimed photographer and film-maker Samuel Bradley to shoot the campaign in Mantova, Italy.

A real family were located to front the campaign, bringing intimacy and authenticity to the shots and moments between a father and his two sons.

The campaign will run across print, OOH, digital and social media. Leagas Delaney are also running the September Instagram episode of the official Patek Philippe account as a celebratory retrospective of the Generations campaign across the years and to introduce the latest campaign edition.

Tim Delaney, Founder and Chairman, Leagas Delaney said: “Now in our twenty-third year of working with Patek Philippe, this campaign marks the latest evolution in a longstanding and fruitful partnership with the world’s leading watch brand.”


Campaign Date: 18 Sept

Project Title: Patek Philippe Generations


Leagas Delaney

Agency Contact: Henry Bartlam

Agency Contact Job Title: Managing Partner

Creative Lead:
Tim Delaney

Creative Director: Pete Bell

Planner/CSU Director: Margaret Johnson

: Pete Bell

: Samuel Bradley

Photographers Agency**: Cartel

Media Agency: Initiative Media, Paris

Production Company:
Some of Us

Director: Samuel Bradley

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