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":"f6a372708e80767c1fc4f39bbd491ed8","s":"a2c945c6795ff7ee"}
Share your thoughts. Click here