Patek Philippe has launched its own official Instagram account for the first time, and 24 hours in, the page already has 26k followers.
The brand has often steered clear of modern technology but with its Instagram debut it is embracing social media for the first time.
The brand debuted on Instagram by showing off its latest watch in a 12-page spread, allowing the piece to show up as one big watch on Patek Philipe’s page.
The timepiece in question is the reference 7234R, the first self-winding travel watch for ladies by Patek Philipe. It features the calibre 324 S C FUS movement with 22k rotor and sports a 37.5mm rose gold case and brown sunburst dial. The watch shows two-time zones with day/night indication with home and local time.
The company also links up to its online watch collection via Instagram and shows off the hash tag #PatekTime, showing the brand wants to build some traction on the social media platform.
#PatekTime already has around 922 uses; however these aren’t thanks to the official page but numerous fan pages for the brand, notably ‘Patekaholic’, which has a 350k following compared to the official page’s 26k.