Patek Philippe

Moderator Patrick_y explores brand perception and asks if our appreciation for a brand changes as that brand turns mainstream.  And a little background on how a brand turns mainstream without the use of traditional advertising nor social media, but with rap music. 

American Rapper Future sporting a Patek Philippe Nautilus 5980R and a cigarette burn.  Credit: Paras Griffin Getty Images

Patek Philippe and other brands have hit the mainstream largely in part due to advertising, social media, and rap music.  And what was once a quiet luxury brand is now being rapped about and desired to be owned by not only watch savants, but by an increasingly very wide and diverse audience.  The photo above features "Future."  Mr. Future is an American Rapper who likes to rap about how he cheats on multiple women (his audience is not from a country that supports polygamous marriages) and yet the knowingly scorned woman still peels grapes for him.  He's featured above in a  photo with a beautiful 5980R on his left wrist which also has a prominent cigarette burn. 

The following took some research...  I spoke with a music historian and a popular culture expert about why certain brands became more appealing and how many luxury brands turned mainstream.  They pointed out some aspects of consideration that I didn't immediately realize which I'll summarize here:

1.  "Movies started singling out brands and department stores as early as the 1950s and 60s.  Recall the success of "Breakfast at Tiffany's" and its enduring sentiment for young girls worldwide, promoted luxury brands."  I was shocked.  I reminded my expert that Audrey Hepburn portrayed a materialistic call girl and escort, hardly the role model I would want for any child.  I was thoroughly rebutted and reminded of the long-lasting appreciation of this award winning film. 

2.  Movies like the James Bond franchise exposed audiences to the romantic world of luxury goods and travel as the jet-age set in.  Bond movies among others became increasingly good product-placement movies.  I tried to argue that I'm not influenced by product placement and celebrity endorsements, but I was quickly convinced that I learned about certain brands completely due to their movie placement.  And that their product placement either introduced me to the brand or more quickly legitimized the brand had I only seen it at a department store. 

3.  Music videos became popular in the late 1980s and by the mid 1990s when rap music became very popular, there was a large amount of product placement in these videos.  Perhaps the largest one was in the late 1990s where multiple rap musicians started to don Burberry and mentioned the brands Louis Vuitton, Gucci, Fendi, and Burberry by name in their music.  A professor of music history pointed out here, "a large population of young children listening to rap music could identify more luxury brands than some doctors and lawyers at the time." 

I eventually sprang my final and most important question to the experts.  "Will the exposure and introduction into the mainstream of these once niche and in-the-know brands ruin their brand desirability amongst the traditional audience?  Specifically referring to the watch world?"  I was met with this response and I came to my own realization this response. 

Entertainment Industry Expert: "Generally, no.  If you look at how luxury car brands have been mentioned again and again in rap music videos, it hasn't reduced the appeal of them.  There will always be a segment of the population who will desire the icons of success.  Ask yourself, do you find Lamborghini and Rolls-Royce to be desirable brands?"  And I have to say he's correct.  He's even more correct than he knows, Rolls-Royce Motorcars and Lamborghini Automobili just had their best years ever, despite the economic crisis and the automotive parts shortage. 

Academic Professional about Music History: "Combining music and economics has always proven to be a good business choice for all.  Smaller independent brands [like Supreme] appreciate being mentioned by musicians as this exposure legitimizes the brand.  Established brands [like Gucci and Louis Vuitton] appreciate being mentioned by rap musicians as this exposure implies to the world they are still relevant."  And, "furthermore, rap music medium is no longer underground and is well appreciated by those in high society, Hamilton (the Broadway show) further legitimizes the genre, and history has shown that jazz music which used to be considered underground music is now considered a fine art-form."  I wholeheartedly agree, I enjoy jazz very much, and while I didn't especially like Lin-Manuel's Hamilton, I did find it to be very clever. 

My own realization... 

While I personally find the above image of Mr. Future as somewhat surprising to see him wearing a Patek Philippe, I realize I'm in a very tiny minority.  Would I buy more independents like Ludovic Ballouard, Urwerk, and MB&F or other brands that aren't rapped about?  Maybe.  One thing that my experts convinced me of is to become a rap musician and rap about all the watch brands, and that this would definitely help me get myself onto the waiting list for all those hard to get watches!  So if you hear a big rapper rapping about Steel Daytonas, Royal Oaks, Nautilus, and Journes, don't be surprised if I sold him the lyrics!  To all the future rappers out there, remember you got the idea here on WatchProSite and remember to post your rapped-about-watches for us to see! 

What are your thoughts about Patek Philippe going extremely mainstream?  Happy for Patek Philippe to get the recognition it deserves?  Or sad that another "well-kept-secret" brand becomes too mainstream.  Does it want to push you towards more independent brands and non-mainstream brands?  Are you going to start making rap music about watch brands? 

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