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":"80bebe2b9a9cbdbd43a9627fc4b4f5a8","s":"f9d7482443f84af8"}
Share your thoughts. Click here