This advert shows a dad helping his son with his homework. This is a common right of passage for many families. The advert stresses conventional family values and the importance of the father-son relationship.
The watch is presented as a precious family heirloom which dads should buy to pass on through the generations. Thus the watch has a purpose beyond its function, a purpose of tradition.
SIGNS & SEMIOTICS
There are limited signs relating to the practical aspects of owning a Patek Philippe Geneve watch. The functional aspect of the watch, which is to show the time, is played down throughout the advert and only referenced in note (12).
The commercial signs of the watch are also largely ignored. Patek Philippe watches are among the most expensive watches commercially available. Revealing the value of the watch in monetary terms would prove detrimental to the priceless message the advertisement conveys.