Consumer PsychologyInnovationMarketing


I have never seen a Patek Philippe watch ‘in the flesh’, only ever through glass. I have never held or touched a Patek Philippe. I have certainly never worn or owned one, and nor have my friends. I therefore have no direct personal experience from which I can evaluate their product, yet I am convinced it is the most desirable watch in the world. My only actual interaction with the brand has been through their marketing – and it has led me to want one more than any other luxury good.


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Topics/Industry: marketing strategy

Publication date: 23/08/2017

Published by: Imperial College Business School

Authors: Andreas Eisengerich, James Robertson, Yuting Lin

Length: 10 pages

Geography: Switzerland

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