Patek Philippe takes a ballsy approach in its latest print campaign.

“Only Human” is a bold, emotionally resonant claim that bucks the trend of tech-first storytelling.

I was flipping through a magazine earlier today (yes, print because no digital experience quite compares), doing some client research, and a double-page ad from Patek Philippe stopped me in my tracks. The brand has always stood out to me, especially its tagline: “You never actually own a Patek Philippe. You merely look after it for the next generation." It’s one of the best in the industry, no question.

But what really caught my attention this time was how different the message felt. Most luxury watch brands I’ve worked with or seen up close tend to focus heavily on innovation and technology. It's all about precision, advancements, and staying ahead.

This ad, though, goes in the opposite direction. And it does so with real confidence.

Thierry Stern’s statement is clear, concise, and powerful. It practically leapt off the page. It underscores the brand’s deep commitment to the human touch in watchmaking. And then there’s the real headline moment: “Only Human”, a bold, emotionally resonant claim that bucks the trend of tech-first storytelling.

For those of us in the creative and marketing world, we know how difficult a line like that is to push through legal, which makes its presence on the page all the more impressive.

That said, there’s one miss here: the film link mentioned in the ad is no longer live. Considering this is the May 2025 issue of Vogue, that’s a real problem. I’m sure many readers, myself included, don’t read their copies the moment they arrive. So, directing them to a now-unavailable video feels like a missed opportunity.