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":"1bc24da964698f7e712b295263f21462","s":"1641c5827a8f3bec"}
Share your thoughts. Click here