Patek Philippe is celebrating the 10 years of their ‘Generations’ campaign with a traveling exhibition of inspiring photographs. Perusing the pages of watch titles, one frequently sees campaigns from watch companies great and humble.

Few are as impressive as the campaign started by Patek Philippe more than 10 years ago. In fact, this campaign was so powerful that many other companies began using the message in their own communications.

That message is “you never actually own a Patek Philippe. You merely look after it for the next generation.” Already a powerful mantra, this message was augmented by the photographs commissioned by Patek Philippe.

The photographs by Peggy Sirota, Peter Lindbergh, Marden Smith, Jeanloup Sieff, Mary Ellen Mark and Ellen Von Unwerth put family and humanity first, with horology a discreet accomplice.