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":"47d5698541d1ee7d6ac55206452175ff","s":"39f1f36ed8c9cef9"}
Share your thoughts. Click here