In Part 2 of Collectability’s podcast with Hank Edelman, former President of Patek Philippe USA, we continue an extraordinary journey through six decades of watchmaking history, advertising, and brand storytelling. If you missed Part 1, be sure to watch or listen first (see link below) — it’s a treasure trove of Patek Philippe history and fascinating personal stories that set the stage for this conversation.
No one is better placed to share how marketing Patek Philippe in America has evolved since the 1960s than Hank Edelman. In the Mad Men era, Hank Edelman had a front-row seat with the creative geniuses of the time. He recalls how brilliant advertising lines were crafted by legendary ad man Seth Tobias, who worked closely with Patek Philippe USA President Einer Buhl.
During the 1980s, Patek Philippe launched its first international campaign, starring the Calatrava reference 3919. Hank Edelman explains how this model was created and why it became a symbol of elegance and timeless design. He also shares the origins of one of the most recognisable and longest-running watch campaigns ever: “You never actually own a Patek Philippe. You merely take care of it for the next generation.” Discover how the Generations campaign came to life and how it became an essential part of the brand’s identity. Today, Patek Philippe exhibitions are famous around the world, but many collectors may not realise these events started in the United States in the late 1960s.
Hank Edelman recounts how these exhibitions introduced American audiences to exceptional timepieces and demonstrated what set Patek Philippe apart from every other watch brand. Even Warren Buffett became part of this rich history. In 1995, he held a white gold Calibre ’89, captured in a photograph with the caption: “The six billion dollar man holds the six million dollar watch,” which was featured in newspapers across the country. In this episode, Hank Edelman and John Reardon look back at some of the most memorable ads and moments from Hank Edelman’s remarkable 60-plus-year career with Patek Philippe. Sit back and enjoy this rare glimpse behind the scenes of how Patek Philippe became one of the most respected names in fine watchmaking.
Watch this interview on Collectability’s YouTube.
Watch Inside Patek Philippe USA: Hank Edelman shares his 60-year journey (Part 1) here.
