Patek Philippe Aquanaut 'You Never Actually Own"

"You never actually own ..."

In 1996, Patek Philippe changed its advertising agency of record to London-based Leagas Delaney after the firm pitched it on a new campaign nicknamed "generations." While the original tagline, "Begin your own tradition," immediately found favor with the Stern family, it was the tagline introduced in 1997 that has truly struck a chord around the world: "You never actually own a Patek Philippe. You merely look after it for the next generation."

This ad, dating to 1999, uses this tagline to great effect, but it is even more notable for the watch it features: The Reference 5066A, released in 1996 for the 20th anniversary of the Nautilus, is referred to here as the "Nautilus Aquanaut." Of course, we know that this watch would soon be spun off into an entirely new collection separate from that of the Nautilus, but in those early days, this wasn't yet decided. Thus this ad is both an early example of one of the watch world's most famous advertising campaigns — and its most famous models.

This ad is custom framed in a 14” x 16 1/2” natural wood frame with opaque black finish. It features a custom-measured, hand-cut 4-ply matte in cream, complimenting all the ad tones. Every material used is acid-free and the glass is anti-reflective and offers UV-protection to keep this precious ad preserved no matter where you decide to hang it up. Speaking of which, hanging your newly purchased ad is a seamless task, as this particular frame comes with an additional hanging wire and felt pads for wall protection.

Whether you're a Patek-aholic or you merely love well-crafted advertising — or you love the idea of gifting your watch to your progeny one day — this '90s Patek "generations" advertisement deserves pride of place in your office or home.

About our collaboration with Ad Patina

We're thrilled to be collaborating once again with our longtime friend Nick at Ad Patina to bring you a selection of the most-popular and hard to find original vintage magazine advertisements curated specifically for Analog:Shift!

Scouring the world for forgotten marketing treasures, Ad Patina's raison de être very much mimics our own - to hunt down these wonderful bits of history, preserve and restore them as needed, and share them with an enthusiastic community.

These documents of horological and advertising history have entered the collecting conversation as the ultimate accompanying accessory to go along with hobbies and passions. They have found themselves framed in homes and offices around the world.

Every one of these wonderful pieces is a genuine, vintage advertisement that has been professionally framed to ensure years of enjoyment to come - no reprints or reproductions here!

Much like a traditional piece of art - a painting or photograph - an original advertisement can be appreciated for its design as well as for its power to evoke nostalgia. Something vintage enthusiasts know all about!

Our Pledge

Analog:Shift stands behind the authenticity of our products in perpetuity.

Condition

Since our pieces are vintage or pre-owned, please expect wear & patina from usage and age. Please read each item description and examine all product images.

Warranty

We back each Analog:Shift vintage timepiece with a one-year mechanical warranty from the date of purchase.

International Buyers

Please contact us prior to purchase for additional details on shipping and payment options.

All of our watches include complementary insured shipping within the 50 states.

Most of our products are on hand and will ship directly from our headquarters in New York City. In some cases, watches will be shipped directly from one of our authorized partners.

We generally ship our products via FedEx, fully insured, within 5 business days of purchase. An adult signature is required for receipt of all packages for insurance purposes. Expedited shipping is available at an additional cost. We are also happy to hand deliver your purchase in Manhattan or you may pick it up at our showroom.

Returns must be sent overnight or by priority international delivery, fully insured and paid for by the customer. A restocking fee may apply. Watches must be returned in the same condition as initially shipped.

We welcome international buyers, please contact us prior to purchase for additional details on shipping and payment options.