Swiss luxury watchmaker Patek Philippe will launch a new global print advertising campaign in April, its first since 2003. The women’s ads debut a new tagline. The men’s continue the father-and-son theme Patek Philippe has used for almost 10 years.

The new women’s tagline—“You don’t just wear a Patek Philippe. You begin an enduring love affair”—is intended to evoke “the emotional bond women feel with a treasured belonging,” said a spokesperson. The ads spotlight the watchmaker’s best-selling ladies’ Twenty~4 models, plus the Aquanaut Luce and the Annual Calendar watches, both launched in 2005. Coordinating rings and earrings are also featured.

The men’s ads, in black-and-white, continue the “Begin Your Own Tradition” theme and the popular slogan, “You never actually own a Patek Philippe. You merely take care of it for the next generation.” Featured are the Annual Calendar and new Annual Calendar Chronograph. Other styles will be incorporated into the fall and holiday ads.

All ads were photographed by renowned fashion photographer Peter Lindbergh. The color photography of the watches is larger and more prominent than earlier campaigns.

In the U.S., the campaign will appear in fashion, business and lifestyle magazines, including Architectural Digest, Departures, Esquire, Forbes, Harper’s Bazaar, Robb Report, The New Yorker, The New York Times Sunday Magazine, Town & Country, W and The Wall Street Journal.

JCK