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":"WuHDH3boW8ThKIRdoOd+aXKB23q5+n24Ca2AgXitqB7+VRHcl9nXBOARJgfvCt5d2bk3Upbbe9z4ay\/x0TGIIAfWOFEXWJ7Ej571ruID\/2VKBJZSZATPoxI3oqu7qswKdhohbkaD57JBBwe+SPuca+uP08w6RWfo56bAiwwc1NctcLYc3PGCSRt9U+CbOtLNTEeoaXyhX1hrtDkENhWwTQ\/iKDTJVIdHr5PVE5VHsU1OUfzN87Xil4dj8RzG1YWIRgWV4OwAMBLopfjZbE5iVBgTn+0qM\/w8AVQrPrLdOLY8\/lXdG7hnYJ2E\/\/VK38h3i4jRpqRy25yTN7EiiWtLXnmS56OH4ASw3f4ziXhezcitTmJr+oMYKqMqlg7PWYl1xf7vuA50ok0q+LyYWh35LhMBM7murJrM2R8Xd4KcLPGtZNmmzHcsC\/2Wo9LxVfEur3HvgF4RgwKkDz48FiyujEJM2ULBxKDDz9NleLaSjNH+tWXi7orch\/gILEP9YY0ry2O84hezkm2Us54EUJALt8AP3zcc90n4Uio9PWz\/7EitKcu0s1ZoHZYgeVwWfVPN36EeBxl9Mw5W6I1YlbEgbvzh3rRgk8hgmQuzBjfpAu1pvYRikL3\/sNgM231uMedTSDxQqC8avJ2UNGSJHe9RJ1FJ7xwPiCKn9nYYZDVC927uueLktPkkxvT+v8psEHwPsGseJgZzB2aYoC73SXoIx70Fhj\/dmetOcoS6YTiGtV+Juh8mM+mh6Kb1Y9J6C9fSVrYShfZwBXYT+RFaKB\/ia+hWQkgXYCfLCHEGMAD7fWWkPIaj+zaz51T\/Dsq4fNnf\/M5\/0CdGlUs2oKZFAKaDhqUyVEDVdxZmeY7pgg7TItGmZZL9KvGeLOZjJ2IeoOWIJhytrGVyW9sv2klX3l4DLozqInRvzjqodbLrqpUQCyjdwTG+ztdAA6IHir861sQGGaAcPwChwmOS7X6J8zV\/\/df2ImUpAVtEdO\/99wdiJmr7l96PlBf9ayywsKHVZRhCW1jfeaMGOUWtF+HWuQK59GTjnc6qJWJ96ICWngblMyOizb7d6nRNpl5ZKxTeKblRXR5fIblB0gl9VfNRnYd8rHqiwZvAe3h8E9NC1Or\/I2fOvnRsdi0Q97zNGfaAYxlcJhnaiuwJcJoQSqRYAiAaIZemJDnnpmgf0v7AA\/BCx0O2ptRNCXIafBmlz9CbQxGHuBurQJ8PXfmbAjhPnoouknQoWPn5lLi3M7SNliQXdFW7bwl2vS3S8f+ClcWMUMMBO3S2cZwFDuZ2XurOoCAbpzpoxuI6t5WM6D5FuUwuRWawNK79JZumVFq2DT9XB6Lwgd+Avv1PQzVrlmOBUuznDCwRuqQmJAL8OLuvPubnoN2j55Kq5sjdimtEIW+dHuISmO+4NXUyuHIM9LGzt+3\/nE5zlHaJaaEJowCghjQwoL6E7K\/HZ1eLeY2FaSixVzZrl+NVutSYOn7Nmt\/xVEBbvBiQ4LImrjvGHUUhLBWOA7nLLKU6FGTJkrZOIpSBZQAWRRKG7UH3deh0a+UDZbOw7BvEvePpQBMZ44sV7jXCsoMphqSd6PP1qpEApLcfcFNU8C0K\/6IL3Y3vwStB0VVVQgLGxzzIh1rBTjSdSouEQKd\/GkNZhoisgJD5ylLM05tHTaY6AOutvfsxdO4Ka8Cv5eeTMKICMZzNYB9mWlJIpQNMKxpB3QkfTMzYS0hAYtVXQyIZXHcKZJFMdVZX2FA16C4MrCf7aoi7YE5+vNrWrfHWxX2N15O+YWXSbXmpCh6MZxE7yqKyRnMGHBYclKMlMKGGewEbXk267ZqlCImSzIvSlpvC9tzfEfXN3Dx6C66N4MxHGvy5\/TJW2lBxQDbZnHv9jgX5FDn3jpTnCoDrK2uHe9Ee8UtDqZSN\/XgDce0jLHrr9PCGBEWDk3xp+D5rNOu7+n9dr3O\/PH8lC5fudzWySu6Fr+BKDWArTtl8R3NQdi110pU8uN9F5v6RSroCoWOqUm2wDQYnBpQjkoECewJXPzVSFNGT+4HZgzx1F5YDluGv07Ukkruq5gtD1A2W5xX6QYyADyBcrSrpQAPeBQUL+A8pRIos3WLPZiexznglGGRAAPolok90i5X4XA7BCBhTS2ZQZAEoP9mdriDD5Uw+Z6FXcV12wY6fZiI7L+DhtQ7Iarz5J3lMp7+x+Eb5bOQxVVyPgYXN86zZBxnEdEPXTiWjmjtWmittN0QIabGGpEEH9uFJ36sCVwFfM0xD5FQJM3V8q+3cnxIyKxqWVyN7WU+ps67Becx9aoR8ksiPBY+sDJuHGir77N5WVXzUW7lLunfgE883ZDgh2\/bVx59o\/R\/stEKHUZaBROgU3geTot9DoLkp8EO+s25Gpahzhe5OeytU1G0R5p9ht4fZMH5ysKiZC+\/SkVfdJj7HKqVmCnB6mbbenWhxVN+1b9+eo82uyHhEaQjd96aksTyfqTee8RKlR6\/6UhlQzcnVPuLv31B2OTeG1hCwrIywdxRIWJ8YbY3O59UURiPm1gKU+sv2ZQfT\/G3G\/rtDjO+kjofZJd6Poa\/LOsLV9kH9RnVF2I6g5t0XZA+Us3F\/jcf74LAfGyEXXpeAwYibAxCd\/E9nixxrqXV5p\/haZ9LpaX0cxc2T39AanpTSeBsZ4BEWUtW8QrLQXj8A0smTsFN1lmH1obv96xHPI5sgIX6Oxl8qXVIuGh9Qu7j0u4+ys3cf2BiD7pVFLsTmJlvjY2bjBejaG3f7m90ahFAcFnzLiHl1vm7LumGZzJtE4JvZiZ69SRlTZWU\/X57b6ZNZJAhEE8hyGgorpe+ma1G0mefhSvUTYBp3XkrLC2izO4OCVZYNJN+Q9Z7XavG8BDgpLxRbjq43VAXA\/ucTqj5yiC9GOTniDE+QAU5BhjCPiODpz3ueo6TMKl5IPYf\/sn2weN23tYARvLF0DXRxgKAIH\/ULAxtT7dr1aql\/mpEEvANOw5LI\/MYa28cX2zbvODNbPfzU\/jTIrtdPa19YK5U5ZZzJBSjgM5Fa8FAcPzVi13XddoqjnahBggF4+qriXoszTMJ+u+hKRrVtqfYt9VhFWKPc9remIkCgHifp1OBynVm9QP9dx5bCV1qlluTaRcAonynmuR4+J4\/QQrdvCn7A9Q\/XULluDhmDHS1qIERUMrZdhFdC8T8JVOVlUfTt1uC7MI4+svXvpaOVi8z3JpJ8Wj1PZ31u090V+mRxHFomrIXNDS87Fl5c+RkKZsp9T0xY0EncRsVle+VrZrzOCOFqSIUkVKBSrZEiGSZyO8t\/sV49CIKLnxIhrUoClqRqBZ2Q9VyTLaAmhQ196YnVAuNCZZNWoXGKoNIb3OlSuJZT4Il+AATMQl6UJWHwnY1YPnzfOCViYuE1PHuXRn\/jkB6ohKMp5We\/IdmSUj8Ep527N5hWz7jMsJM2FPp5ve+7a2rKMEaqIR\/ogwiawBsVle0TljhKS2+6PAhm\/Yzs1QszDwB4N9ze1kyn95YdC\/ChKf4VhA13WnSIvpLktgZ0g9\/cnMCZoJFfinD5lyZyT9f5xbtD8TtsO6pINHLbBECnLY7MfcDv8zE59qzBpgxCaUQpOUpKj+Tmqy5xGRqfFWcyK8jmELR7Cpsz8SNavXh\/akR7wb0rnaoUx+Chll52LKujqC0GVZGFMkQNcKCd1jmT0TZrI3exO\/cT8IrWbBwgpQXHQTMmBXxOWJeJXYHfUwH\/\/VqYoULuc2FZwMVQRjBeEkpnOWg0zd5Hysnc2K1XSKM4F0POJrkenwpeKCnq9Dg9kx3J3BzuZlls3ftrjUc+ICCb7z+ZdzV3YW6R3r9wJY+WFOZoIXIDXdaXQPIW3aZahWKufL0HM\/Zqg4GiIVIuNtl75B4E2YxiqX5yf9XWal7tggfWJ\/Iu64aDQJtcnblepQ3AuIzL2nE5Z+ay1rgPgTXrcKmFMGqzNG0+QSpp9Qybts6FKhNwjaXc8yO0n2Di5hjt1WbkhqxkW7FJRi3uB48rYVCccNSkmcQ84FFfpItRjeEJbwpxOMCY3JTf9QfdvzCkyeXj7YjN70sOSnedFcMMJIFNp5GjN+S1+fcXoE0JOOK+KRDoBPkwS+f7dHqf+YHOmclMCnYpaAahsW1umFsWDxwCf0NmIjDYDWjPaNdHUIrjFTuXpKZj3p4b1E0if5juqt7NMbfwzd0RuGYwz2yGfdv59LmtUR4W3hIZVD\/geJMbB3YtW8lot2BD6hhHKQR5KjUIL4CtI2N+0IUbWX\/\/84BCVmbLIOcu6FjPsdXqRZj+MTK0f4Ro4UiiUlcPG1mGKJio4CWgsoDGq0LJLMm8ZJWI7Iuls9FmRaoSHMv8p+psGuBnSGm+KR6H6yzwywjAiYKLGPYFav+s189NpaSYQq+QzNsfPwnTskqkS3W4YKubo+Myy8k2sP0jTV0f+8jWJhz4nwChD7r9HD5fUjJuJcdHwii6pJyiFrQCP9oCx1WbZTc\/lTb86A9X9GFeUwdbThEw44J6YGhkJUf8Ng2IF2PCvO3gYN8pDa1YA3h2u1IL1nVMYHoii7OmSLfNaehRghHQKaC6KEswq1XLA2YVoP6p8V7IGldHrTZCLVhC8YMkH+ie7eeDqmbuJ\/2HU2HvpcqepU2ne9OXPdcXnOmpBvO6UbM7omarTQh7qN3zVy37IyezNPWQR2MZGEV\/bx3NxGt0Q52vXn1ylppRgtwx\/0DYDqY494afpIgMcDX0JKp0Y8EHis2yvyjjV6Loz+jBysB9fpW\/hHu1xAQvAdJu0RLCKsVpgPrL7HT5eV6hVP03eJhK1Ur+gOqZ16IGUu+gAt5BkYX2kLxIyoqI+y1RNy3MjAjuCGxAyf9reliAv+CZgodXHrizLFuHGSM3HxFrBq86xw3Q576Ossz76BPCnyj7l6eykxVFZ1h1gkdZ74Yc37HsYZfsA4QyUPsV2mD\/fG+T9J3X\/FSuxIet82D9ltUpk0QJAAYRNFRLGJDJwLGJuwbYwNVO89w4kXCC6Bc7Tf\/kDM75HjqzXtlsSnt3XZEQkkirnWpIjxvZ8HtZHTF787hY6JrUxAbwn2kOA3Wh8uA53cDv9mE\/Mi85vsJTf42uet2BTgeOj1Ocf7TJLaRlNqkqin7Ma0jhk0\/0XIEjBpokg\/yXNlcFcoP43PPiX5ff90w\/8cnwqQ4OdlfgSZZ+3\/TapELiu4qaUM9Bn7XZdUpfHdlH1f6Q1dw0rsVDMSRgwclTvVauFw3LV7M5lFoe4SGF","iv":"93e4c23e9f3a0a4ea1b5629d8bf7ea67","s":"3cf0bfdd1bb76f3c"}
Share your thoughts. Click here