How Patek Philippe Likes to Waste Time

"Time is a woman's most precious commodity," says luxury watch maker Patek Philippe. But, if that's the case, why does the company like to waste a woman's time with a QR Code campaign (targeted towards women) that simply fails to deliver?
When the QR Code, a custom QR Code at that, is scanned, the reader of the ad is brought to a page inside the company's desktop website. So, from the get go, the company is wasting a woman's time by having them pinch, flick, expand, etc., through the desktop website, as opposed to simply developing and offering a mobile website. On top of that, once the reader gets to the web page, there is nothing of any real or perceived value or benefit being delivered. Yes, there is a video about what inspires the Patek Philippe family to produce what they do (a self-promotional corporate commercial), and there is some product information, but to drill down into all of that is difficult using a mobile phone.

With nothing to really hook a consumer in with (i.e., no real call-to-action, no unique or innovative experience or offer, etc.), I can only imagine the dreadful ROI this campaign will produce.

Can a marketer from Patek Philppe please explain the strategic thought process behind this campaign, or am I wasting your time? 

2D Bar Code Litmus Test: FAIL

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