The best marketing campaign ever.

I have written before about the lovely photographs the Swiss watchmaker Patek Philippe has been running seemingly for ever.

Their latest father-and-son image maintains the high standards of the campaign and is suffused with charm and class.

The price of entry for the world’s best wristwatch is about the same as the cost of a new Leica M240 and a couple of lenses. The Leica will be useless junk by the time your son comes of age. The Patek will have doubled in value. I dumped my Leicas years ago ….