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FHH | A TALK WITH @_josif
A TALK WITH @_josif_1

A TALK WITH. A TALK WITH. A TALK WITH. A TALK WITH. A TALK WITH

@_josif. @_josif. @_josif. @_josif

01 August 2025

A TALK WITH @_josif

A talk with

by @watches_and_culture and @_josif

Joseph is an Art Director working on projects for luxury brands such as TAG Heuer, Sotheby’s and Ports 1961. He shares five thoughts that shape his perspective on watchmaking and advertising.

A TALK WITH @_josif_2

01. “A broad selection of images pulled from fashion, watchmaking, music, cars and culture. While a lot of these images are worlds apart in terms of style, subject, era, aesthetic, they’re all a reflection of my interests and are in some way significant. Some of these images tell you what to think, some are open to interpretation. Some are here because they’re meaningful, loads are here because I think they’re cool.”

A TALK WITH @_josif_3

02. “Piaget is easily my favourite watch / jewellery brand. I’ll quote Alain Borgeaud (Piaget’s Head of Patrimony), who put it more eloquently than I ever could ‘It’s an audacious and generous brand, one that has brilliantly tied two universes—jewellery and watches.’ I’m pleased to see them referencing their vintage pieces in the new releases, that’s been really exciting. Though, I’d love for them to recapture some of that allure and richness in their art direction. To me, that’s something that made the brand special.”

A TALK WITH @_josif_4

03. “My third watch, and favourite so far, is a 1988 Tank dial Pulsar. Its real value is sentimental, so I’ll probably keep this forever. It’s also made me completely focused on tank dials for the time being. These images are from a shoot with a long time friend and collaborator @sarahvictoriabates ”

A TALK WITH @_josif_5

04. “The Patek Philippe “Generations” campaign is easily some of the best copywriting in advertising. The tagline “You never actually own a Patek Philippe. You merely look after it for the next generation.” really makes the audience feel something, it turns a Patek into more than a luxury watch, it becomes an heirloom. This campaign was brilliantly conceived by the great minds at Leagas Delaney, they’ve been running this ad in one form or another for over 20 years.”

A TALK WITH @_josif_6

05. “The best thing about any interest is sharing it with friends and meeting new people along the way. I’ve chewed off far too many ears about watches, and there’s no doubt my friends and I have spent way too long going back and forth on just about everything.”