Watches and jewelry
December 6, 2023
Patek Philippe navigated a tricky trade-off with its Instagram presence: how to let in light into its watchmaking process without diluting its mystique. Image: Patek Philippe, DLG
By Luxury Roundtable Intelligence
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?
{"ct":"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","iv":"4711588b14a86e6d2167d2a466f77a6a","s":"92ef7d390d3a06bb"}
Share your thoughts. Click here