Patek Philippe: Bending rules on social media

So, after the success of tiffany and Patek Philippe’s partnership, it decided to rule Instagram. Well, it took time for them but now there is an official Patek Philippe Instagram page.

The revered Swiss watchmaker has always taken a reserved approach to the market, particularly in digital marketing. They only had an online presence on YouTube and Vimeo until March 18th, when they joined Instagram. Their Instagram strategy, on the other hand, deviates from the norm, and we applaud their decision.

Also, it kind of slams the traditional Social Media Marketing model in the face. Patek is forgoing conventional social media strategies to broaden its audience, viewers, followers, likes, or comments.

The goal is to share information and exclusive content with future customer generations as well as brand enthusiasts and collectors of exquisite watchmaking artistry.

Patek Philippe has decided to arrange a rendezvous every 18th day of the month at 18:39 Geneva time to make available images and videos that demonstrate its technical proficiency and distinctively aesthetic design competence.

Why you should visit Patek Philippe’s Instagram page

To say the least, brand digital marketing has been sketchy over the last several decades. While there have been numerous vendors selling their versions of the brand, it has been difficult to distinguish which are genuine Patek Philippe watches and which are forgeries.

Although their presence on Instagram is a strategy that goes against the watchmaker's traditions, it has become a necessity in these risky times for retailers. Patek Philippe is not in the business of creating content solely to attract attention on social media. Instead, their strategy requires continuously broadcasting a feel on the 18th of every month.

Patek Philippe’s social listening

After comparing Patek Philippe on the social listening application Digimind with other luxury watch brands Cartier, omega, and Rolex we observed that its awareness on social media is less compared to other luxury watch brands which are 240K.

Additionally, it has many nationwide Twitter influencers, but when compared to omega and Rolex, it has fewer influencers. While it goes without saying that businesses should keep an eye on their mentions, sentiment analysis explores the positive, negative, and neutral feelings associated with those mentions. Patek Philippe has impacted influencers more sentimentally because its followers have a more positive sentiment towards the brand value.

Beyond this Watchmaker Patek Philippe has long been a favorite of celebrities, including Joe DiMaggio, Albert Einstein, Princess Diana, and Victoria Beckham. But in recent years, the reputation of the Swiss company has changed unexpectedly.

In 2017, the number of songs featuring Patek Phillippe exploded. According to the music website Genius, one-third of the songs on the Billboard Hot 100 that year made reference to the company. Travis Scott rapped about his "two-tone Patek," Cardi B "flooded" hers with diamonds, and Gucci Mane said his was "gon' make this crooked judge try to throw the book at me."

Luxury is frequently associated with one-of-a-kindness, craftsmanship, and exclusivity. Patek Philippe's social media strategy highlights these perfectly. A strategy that defies social media marketing conventions. Patek Philippe is a quiet brand that has chosen to keep this aspect of its brand for its Instagram page.

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Reference:

https://islavenue.com/watches/finally-patek-philippe-instagram/

https://edition.cnn.com/style/article/patek-philippe-celebrity-popular-culture/index.html