Two weeks ago, we had the pleasure of joining Audemars Piguet on a once in a lifetime trip that included a visit to the AP Manufacture in Le Brassus —which you can read about it here— and Art Basel 2018 in Switzerland. For those of you not quite familiar with Art Basel, this is one of the most renowned art fairs in the world with three shows staged annually in Basel, Switzerland; Miami Beach, Florida; and Hong Kong. Even as excited as we were about visiting Art Basel in its home city, there was a strange eerie feeling about being there when Baselworld wasn't taking place. It was almost like a 'déjà vu' without the usual crowds, the watch brands and the media people.
Posts tagged #Jasmine Audemars
Experience: SIAR Mexico 2013. First Day Live from Mexico City.
As promised, we are reporting live from Mexico City with some highlights of our first day at the SIAR —Salón Intenacional Alta Relojería— 2013. After an exciting press conference with remarks from Carlos Alonso —General Director of the SIAR—, more than twenty CEOs from some of the top manufactures and top personalities of the industry including Mademoiselle Jasmine Audemars, Olivier Audemars, Pascal Ravessoud from the 'Fondation de la Haute Horlogerie' and the Swiss ambassador in Mexico, we can say that our day started on a great note.
These images will show you a little bit of what we experienced today including watchmakers on duty, vintage museum pieces, a wide array of haute horlogerie brands and some amazing caviar and fresh truffle tasting with plenty of Moët & Chandon to wash it down. Tight security with metal detectors, bulletproof cars and bodyguards surrounding the Four Seasons Hotel and the most affluent guests from Mexico City where present during the first day of this amazing event.
Tonight, a Vacheron Constantin 'Patrimony Traditionnelle World Time' Unique Piece —featuring a dial with green and red accents inspired by the Mexican flag— will be auctioned by Sotheby's donating all the proceeds to the 'INAH' —Mexico's national institute of anthropology and history.
By the way, we noticed after taking several pictures of our watch, that the date aperture on it was showing 31 instead of 1 as today is October 1. Perhaps it's time to add a perpetual calendar and quit worrying about adjusting the date.
Please enjoy the eye candy and stay tuned for more updates in the next days.
News: Audemars Piguet Launches New Female Advertising Campaign. Just Brilliant.
Press Release
Audemars Piguet is launching its new global advertising campaign dedicated to women. The Audemars Piguet woman and her spirit of independence captured in a
powerful new image and selling line. The campaign features stunning images of supermodel Anouck Lepère and introduces a new brand line “There are exceptions to every rule” reflecting the spirit of independence cherished by the brand and its customers. It is the complementary feminine interpretation of the powerful brand campaign launched last year featuring the tag line: “To break the rules you must first master them” and will run alongside the current product and institutional campaigns starting September 2013.
“Audemars Piguet appeals to strong-minded, independent women, who appreciate
progressive beauty, craftsmanship and heritage. These values keep driving the brand’s vision through time, they are the soul of Audemars Piguet and we feel this new advertising campaign captures the essence of our brand” said Francois-Henry Bennahmias, CEO of Audemars Piguet.
Audemars Piguet has been developing timepieces and movements dedicated to women since 1883, and has consistently treated women to exceptional creations designed to mirror their attitude and femininity. Today, Jasmine Audemars, Chairwoman of the Board of Directors, is the only woman heading a major watch manufacturer. She incarnates the values of the brand and stands for the bold spirit of independence and female empowerment expressed in the new campaign.
According to Tim Sayler, Audemars Piguet Chief Marketing Officer: “Audemars Piguet’s modernity is again at the center of this new advertising campaign. We wanted to portray the Audemars Piguet woman with her unique sense of beauty and elegance, and especially her strong character and attitude. She appreciates our history and craftsmanship, but is clearly a woman of today and tomorrow who defies convention and likes to follow her own path. Just like our watches, the Audemars Piguet woman is exceptional in every sense. We think this iconic image also represents an exception in the world of female watch advertising.”
For more info on Audemars Piguet click here.
News: Audemars Piguet High Jewelry Watchmaking Unveiled. Haute Joaillerie Creation.
Press Release
Audemars Piguet’s launch of an extraordinary High Jewelry timepiece gives a fresh impetus to a specialty that has illuminated its heritage for 130 years. Although exercised in varying degrees of intensity over the decades, the creation of splendid feminine jewelry demonstrates skills and talents that the Manufacture has admirably perpetuated to the highest level.
Founded in 1875 in Le Brassus in the Vallée de Joux, Audemars Piguet is an independent watchmaking brand that to this day has always been owned by descendants of its founders and still lives in the village of its birth. Its values of tradition and authenticity are inseparably bound up with the environment in which it has developed, as is demonstrated by its advertising campaign featuring wonderful images of local landscapes. In 2013, the valley blessed by Audemars Piguet is subtly evoked through a highly symbolic piece of jewelry that brings to mind not only the brand’s natural heritage, but also the feminine element that is so deeply rooted within it.
Audemars Piguet started creating calibres designed for ladies’ watches from 1883 onwards, less than ten years after its foundation, and has nurtured the art of jewelry throughout its history. The beginning of the 20th century, with its Belle Epoque and the Roaring Twenties, was a particularly rich period marked by a creativity that has been echoed ever since from generation to generation.
Today, the plant-life themes of Art Nouveau suffuse a depiction of the Vallée de Joux, while the geometric lines of Art Deco endow the portrayal with an inimitable sense of purity and restraint. Different styles thus merge to compose a highly sophisticated contemporary creation.
This new High Jewelry creation was born under the watchful eye of a woman, none other than the President of the Board, Jasmine Audemars, and stem from the fertile imagination of designer Julie Dicks under the guidance of Octavio Garcia, Audemars Piguet’s Chief Artistic Officer.
In the brand’s employ for the past two years, Julie represents the only female presence in the in-house design department. Her particular sensitivity has resulted in a highly refined wristwatch with a 28.5 millimeter diameter, fitted with a bracelet featuring gradually decreasing foliage developed on fine, intersecting branches. It is a play on asymmetry, with reverse ramifications and a crown offset at 2 o’clock, associated with great subtlety expressed through alternating polished and gem-set surfaces.
The stylized landscape on the dial evokes the Dent de Vaulion, a peak in the Jura overlooking the Lac de Joux. To symbolize the serenity of nature lying dormant beneath the snow, the designer has chosen to combine the whiteness of mother-of-pearl, gold and diamonds. A sprinkling of blue sapphires adds a cool, fresh touch, while the exquisitely feminine and romantic spirit of this piece is accentuated by a flight of swallows heralding the imminent arrival of spring. A crossroad of exceptional crafts this contemporary masterpiece was designed, developed and created by Audemars Piguet.
It represents the entire spectrum of crafts perpetuated internally and is the fruit of an interactive collaboration between the various craftsmen - designer, jeweller, gem-setter and engraver – as well as the watchmakers who produced the Manufacture’s mechanical movement. The creation of the bracelet followed a particularly long and meticulous process. The manufacturing phase itself was preceded by an in-depth study of volumes and joints in order to obtain a perfect balance and maximum flexibility, with the aim of respecting the original design. The gold leaves, all different sizes, were individually hand-crafted, and partially cover delicate metal strands, assembled using the sophisticate Parisian mesh technique. The S shaped curves they trace considerably add to the complexity of the task. In order not to spoil the overall aesthetic appearance, the jeweler has designed an invisible clasp concealed at 6 o’clock beneath the case. In addition, as the bracelet can be completely taken apart, any adjustments can be easily made to ensure the closest possible fit on the owner’s wrist.
The precious stones, the purest diamonds (IF) and the best quality sapphires come in brilliant, baguette and marquise cuts. Some are tailor-made in situ to ensure that they suit their positioning, while others have imposed their unique character on the shaping of the structure. Snow, grain and closed setting result in harmonious reflections contrasting with rare subtlety, and a composition that is lit up right the way through to the case-back. Overall, this piece is enhanced with 440 diamonds, including 16 exceptional marquise-cut stones, totaling 10.99 carats, as well as 11 sapphires totaling 0.21 carat.
The engraver calls upon the full measure of his skill to provide a deliberately light relief to the gold plate on the dial. Open-worked like lace, it forms the décor on a base covered in diamonds and pristine mother-of-pearl. The surface of the branches required the utmost attention due to their extreme finesse (0.3 to 0.4 millimeters thick), entailing the risk of destroyed the work by even the slightest inadvertent gesture. Leaves engraved on either side of the case form dynamic lines that extend the ramifications of the bracelet lugs. The movement is enlivened by the distinctive design of the ratchet-wheel. This round, mobile part enhanced by a dedicated engraving, attracts the eye and personalizes the movement that may be admired through the sapphire case-back.
The mechanical movement housed in this High Jewelry timepiece is hand-wound Calibre 3091, beating at a rate of 21,600 vibrations per hour and endowed with a 48-hour power reserve. Designed, developed and manufactured internally at the Manufacture Audemars Piguet, the timepiece is decorated in keeping with the finest watchmaking traditions. Its blued screws evoke the color of the gold hands sweeping over the dial and the sapphires that enhance the radiance of the bracelet. A movement such as this instills exceptionally exclusive character into this sparkling creation, since jewelry watches driven by a mechanical calibre are few and far between. Harmony rules in this sumptuous creation. The theme admirably reflects the identity of a family company that is deeply attached to its roots and the art of jewelry blends wonderfully with the art of watchmaking.
For Audemars Piguet, it also heralds a renaissance in the realm of High Jewelry, to the delight of women who are enthralled by its age-old expertise.
For more info click here.
