TOH, PRCO’s lifestyle agency, was appointed as the GCC PR agency for Patek Philippe, the last independent family-owned Genevan watchmaking brand, in August 2019.
The brief gave the team the opportunity to support Patek Philippe’s Biennial celebration – The Patek Philippe Watch Art Grand Exhibition, held in Singapore in September 2019. After Dubai, Munich, London and New York, this was the largest and most successful brand exhibition to date, that attracted 68,000 visitors over the course of 16 days.
TOH has since then been engaged by the brand to manage the PR & communications and represent the company across eight countries including UAE, KSA, Kuwait, Qatar, Lebanon, Oman, Bahrain and Egypt.
TOH was tasked with inviting top tier luxury publications for the exhibition. Using the agency’s experience and expertise with luxury brands, the team identified suitable publications and editors, managed the press trip and worked closely with the global PR team to create a seamless media itinerary that included exclusive interviews with relevant brand spokespeople.
TOH strategically invited four leading editors from the region’s top tier publications; Vogue Arabia, Portfolio, Sayidaty and Gheir.com.
Amongst other notable coverage negotiated and achieved as a result of the media hosting, TOH secured an earned cover story for the brand in Portfolio magazine, the First and Business class magazine from Emirates Airlines.
Day to day, the team plays an important advisory role providing the client with regular updates from the market and robust consultancy support where required. TOH continues to maintain established and new media, and influencer relationships on behalf of Patek Philippe across the Middle East.