Patek Philippe Carpet Bombs Instagram with Calatrava Weekly Calendar

On Sunday, @patekphilippe’a Instagram account blew up with posts on their $30k Calatrava Weekly Calendar. I’m thinking that’s because A) Calatrava Weekly Calendar sales are weak or B) their social media maven woke up from a coma. Bottom line: Patek reckons the watch wearing gen pop (as Govberg’s Tim calls it) needs a wake-up call on the CWC’s existence. Here’s how Patek’s promoting the product . . .

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Audemars Piguet Code 11.59 Name Explained

To promote the Audemars Piguet Code 11.59, the Swiss watchmaker purchased some expensive real estate: advertorials in Vogue and GQ. The byline-free puff pieces offered watch nerds and well-heeled fashion victims insight into the enigma that is AP’s nomenclature for its all-new “Code 11.59 by Audemars Piguet” line. So what’s it all about Alfie? . . .

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