Patek Philippe

REDEFINING THE VALUE OF TIME

Client
Patek Philippe

Role
Art Direction
Design

Expertises
Brand Content
Brand Expression
Brand Activation
Motion System

Industry
Watchmaking
Luxury
Event

Where Time Stands Still

aselworld, the prestigious international salon where time itself seems to stand still, serves as the singular gathering point for the world's most renowned luxury watch brands. Patek Philippe, holding its distinguished position as one of the most prestigious luxury watch brands globally, sought to mark this exclusive event with an extraordinary demonstration of brand excellence. The challenge was to create a unified, immersive online and offline experience for the launch of their latest timepieces. This effort required a visual strategy capable of translating their timeless, complex mechanical artistry into a singular, cohesive narrative that spanned both the exclusive salon floor and the dynamic digital realm.

Visualizing the Intricate Craft

My role was centered on developing a clear, elegant, and highly engaging artistic direction capable of supporting this ambitious vision. The core focus was to meticulously highlight Patek Philippe’s exceptional craftsmanship and core brand values. This meant developing a visual language that went beyond mere aesthetics; it had to demystify and honor the intricate fabrication process behind their timepieces, turning hidden mechanical complexity into accessible elegance. The visual system I created was designed to balance the brand's profound heritage with a contemporary sense of clarity, effectively making the invisible, complex work of high horology visible and understandable to a global audience.

A Language for Patek Philippe

The final visual language was deployed across all touchpoints, successfully reflecting both the rigorous nature of Patek Philippe's work and the timeless quality of its values. To emphasize the critical brand value of transparency and ensure global resonance, each core value was strategically translated and integrated into the visual system across multiple languages. This deliberate, meticulous approach positioned Patek Philippe not just as a leading Swiss watchmaker, but affirmed its status as a recognized and unparalleled symbol of luxury craftsmanship on the global stage, solidifying its perception across every international market.

DESIGN APPROACH

Timeless Values

ARTISTIC APPROACH

A measured aesthetic

The words encompass an aesthetic vocabulary in order to extend their meanings.

SOCIAL & INTERACTION

For a sharing of values

Some memories to capture

Wallpaper screens allow the brand to share all its values among social network users.

PHYSICAL BRANDING

Here and now

Assertive elegance

A set of physical support materials had been developed in order to reinforce the launch of the collections at Baselworld.

Multiple digital installations allowed the public to appreciate the animated choreography of the brands values.

CREDITS

Confidentiality
Credits are confidential for this project. Should you need any further information about the project, please do not hesitate to contact me.

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Suleyman Yazki

Direction | Design

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