Patek Philippe

Swiss luxury watchmaker exemplifying good genes signaling combined with intersexual choice. Their 'Generations' campaign (1996) perfectly courts wealthy customers who value intergenerational legacy: 'You never actually own a Patek Philippe. You merely look after it for the next generation.'

Patek Philippe invests $30M+ annually in courting legacy-focused preferences: perpetual calendar complications (300+ hand-assembled components, $30K labor per watch), archive maintenance (15+ archivists, 1M+ watches documented since 1839), and lifetime servicing commitment for any watch ever made. The result: 68% repeat purchase rate, 40% of watches inherited rather than purchased new, Nautilus retails $30K but sells $100K+ on grey market.