Independent creative agency Leagas Delaney has unveiled its new digital campaign for Patek Philippe – ‘Rituals of My Life’ which launched across eighteen markets, to celebrate the launch of the Manufacture’s latest timepieces for their iconic Ladies’ Twenty~4 collection.

The creative campaign’s core premise centres on elegantly showcasing the precious, personal moments that punctuate a modern woman’s multi-faceted life. Led by a series of short films, these ‘rituals’ drew inspiration from the habits and behaviours of the Twenty~4 target audience, who have been increasingly sharing their personal and treasured routines on their social channels, for others to appreciate and admire.

Leagas Delaney captured the essence of their daily rituals to create a campaign platform that is stylish, aspirational, flexible and entirely digital-first. The campaign assets conclude with the famous tagline “Begin your own tradition”, reflecting the personality and lifestyle of the confident Twenty~4 woman, whose values are shared by Patek Philippe.

Leagas Delaney took care and attention to ensure the rituals developed felt suited to the challenging and changing times of the pandemic and successfully undertook a London-based shoot with all safety protocols in place.

Tim Delaney, Founder and Creative at Leagas Delaney, said:

The brief was to appeal to a younger female audience. By acknowledging a behavioural trend in these women, we were able to create a beautiful campaign that is relevant, interesting, and suited to our Twenty~4 woman, Patek Philippe, and their favourite channels.”