Previously: Men about to get murdered in Patek Philippe ads. If you have ever leafed through an issue of The Economist or any other glossy magazine meant for the upwardly mobile as they wait in first-class airport lounges, you have seen a Patek Philippe ad: a blond father and son, usually on a boat, are laughing sternly at the sea, while the tagline reminds you that "You never actually own a Patek Philippe. You…

If you have ever leafed through an issue of The Economist or any other glossy magazine meant for the upwardly mobile as they wait in first-class airport lounges, you have seen a Patek Philippe ad: a blond father and son, usually on a boat, are laughing sternly at the sea, while the tagline reminds you that You never actually own a Patek Philippe. You merely look after it for the next generation. And yet the father never…