No other watch brand signifies wealth and status better than Patek Philippe.

The brand’s understated luxury and exorbitant price have made them the go-to watch brand for people in finance, especially the ones with old money background or the ones who aspire to make generational wealth.

Patek knows this sentiment very well and ran “Generations” ad campaign for more than 20 years with the same tagline “You never actually own a Patek Philippe.   You merely look after it for the next generation.”.

Patek Philippe’s “Generations” campaigns over the years have a noticeable absence of non-White people in the ads? Google image search yourself – you won’t find any.

Just like how we explored and exposed the class structures and the implicit visual cues and codes within the system with our “Let Them Eat Cake” piece,

we wanted to once again subvert the iconography of old money white people with the Patek logo pieces by giving it the streetwear, logo-flip treatment.

After all, the last thing Patek owners would want to see would be some young kids watering down their precious Pateks by wearing our shirts.   

Satire aside, we also wanted the buyers to take good care of them because 1) a lot of thought went into the design despite its simple looks and we believe its worth multiple wears over the years and 2) it’s better for the environment to keep things for a long time – one thing we agree with the folks at Patek Philippe.

100% Cotton 6oz T-shirt

Printed in the USA

Free shipping in the USA