The Evil Patek Philippe Father/Son Ads

Oh, I WILL own that watch, Daddy-O.

"You never actually own a Patek Philippe.You merely take care of it for the next generation."

IS THAT SO?

What if I don't have a son? Then what? Do I own it then?

Or, what about if I do have a son, but I goddamn want to be buried wearing it? Do I own it then?

Or, what if I order in my will that my Patek Philippe be smashed, and the pieces be taken to the top of the 20 highest peaks in the world? Do I own it then?

These fake father/son ads have been giving the world the willies for years.

By the way: Patek Philippe watches range in price from $10,000 to $11 million, or so.

Above is Times food critic Giles Coren description of the campaign, from Saturday's edition of the London daily: he states that it deserves a Guinness World Record for most bone-chilling adverts.