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Audemars Piguet today announces the launch of its new ad campaign
2012 marks the 40th
anniversary of the iconic Royal Oak, which invented the very concept of a
luxury sports watch and elevated stainless steel to the status of a
precious metal. But for Audemars Piguet, this year will also be marked
by the launch of a new global ad campaign and brand identity.
The campaign, created by the Lowe Superculture in London, will feature the work of renowned still life photographer Richard Foster and the acclaimed landscape photographer, Dan Holdsworth.
It will showcase a powerful new brand thought:
"This is more than just an advertising headline, it expresses the essence of the Audemars Piguet brand philosophy" commented C.E.O Philippe Merk. "We are proud of our heritage of fine watchmaking, and the craft skills which have been handed down from generation to generation since 1875. Over the years we have demonstrated our mastery of the art of haute horology and yet Audemars Piguet has also always been a beacon of innovation and creativity that dares to break new grounds. While the watches that we make are expressions of our respect for the traditions of hand crafted timepieces and while we celebrate the fact that we are the one of the few major Swiss brands still in the hands of the descendants of the original founding families, we are also a modern, progressive company famous for our innovations in technology, the daring use of new materials and bold designs."
The new campaign is divided into two main themes. The first captures the artistry and mastery that goes into every single Audemars Piguet timepiece, showcasing the highlights of the 2012 collection.
The watches were shot by Richard Foster and each execution shows extreme close up elements of the watch components together with an explanation of how the individual piece demonstrates the brand truth of 'To break the rules, you must first master them'.
The second part of the campaign leverages the brand's provenance and history. In a break from traditional watch marketing, the advertising will feature stunning work by the English Photographic artist, Dan Holdsworth, who spent several weeks in the Vallée de Joux capturing the dramatic beauty and soul of this very special place.
In line with this, the Audemars Piguet logo has been subtlety refreshed and the long - running line "Le maître de l’horlogerie depuis 1875" has been replaced with the name of the village in the Vallée de Joux which has always been the home of Audemars Piguet - Le Brassus.
What is so compelling about Audemars Piguet is the combination of, on the one hand, history, tradition, authenticity and on the other, extraordinary modernity and progressive design. While other brands may like to be seen as heirlooms, Audemars Piguet is a progressive brand for the here and now, a brand to be worn by connoisseurs who respect the past but are making their own futures." said Audemars Piguet Chief Marketing Officer Tim Sayler. “We are very excited to be working with outstanding photographic talent for this campaign. Richard Foster’s images really capture the exceptional craft and beauty of our watches in striking detail. Dan Holdsworth’s shot shows the 'terroir' of Le Brassus and reveals the connection between the relationship of man and nature and man and time-keeping. The true story of how watchmaking began amongst the farmers of the valley and how the incredible complex movements made today are the ultimate expression of man's quest to unravel the mysteries of nature is what makes the story of Audemars Piguet so extraordinary.”
The new campaign will launch in January 2012 with new models like the Millenary 4101 or the new Royal Oak model with 41mm diameter and will continue throughout the year with the 2012 novelties and other timeless pieces of the Audemars Piguet collection.
The campaign, created by the Lowe Superculture in London, will feature the work of renowned still life photographer Richard Foster and the acclaimed landscape photographer, Dan Holdsworth.
It will showcase a powerful new brand thought:
"To break the rules, you must first master them".
"This is more than just an advertising headline, it expresses the essence of the Audemars Piguet brand philosophy" commented C.E.O Philippe Merk. "We are proud of our heritage of fine watchmaking, and the craft skills which have been handed down from generation to generation since 1875. Over the years we have demonstrated our mastery of the art of haute horology and yet Audemars Piguet has also always been a beacon of innovation and creativity that dares to break new grounds. While the watches that we make are expressions of our respect for the traditions of hand crafted timepieces and while we celebrate the fact that we are the one of the few major Swiss brands still in the hands of the descendants of the original founding families, we are also a modern, progressive company famous for our innovations in technology, the daring use of new materials and bold designs."
The new campaign is divided into two main themes. The first captures the artistry and mastery that goes into every single Audemars Piguet timepiece, showcasing the highlights of the 2012 collection.
The watches were shot by Richard Foster and each execution shows extreme close up elements of the watch components together with an explanation of how the individual piece demonstrates the brand truth of 'To break the rules, you must first master them'.
The second part of the campaign leverages the brand's provenance and history. In a break from traditional watch marketing, the advertising will feature stunning work by the English Photographic artist, Dan Holdsworth, who spent several weeks in the Vallée de Joux capturing the dramatic beauty and soul of this very special place.
In line with this, the Audemars Piguet logo has been subtlety refreshed and the long - running line "Le maître de l’horlogerie depuis 1875" has been replaced with the name of the village in the Vallée de Joux which has always been the home of Audemars Piguet - Le Brassus.
What is so compelling about Audemars Piguet is the combination of, on the one hand, history, tradition, authenticity and on the other, extraordinary modernity and progressive design. While other brands may like to be seen as heirlooms, Audemars Piguet is a progressive brand for the here and now, a brand to be worn by connoisseurs who respect the past but are making their own futures." said Audemars Piguet Chief Marketing Officer Tim Sayler. “We are very excited to be working with outstanding photographic talent for this campaign. Richard Foster’s images really capture the exceptional craft and beauty of our watches in striking detail. Dan Holdsworth’s shot shows the 'terroir' of Le Brassus and reveals the connection between the relationship of man and nature and man and time-keeping. The true story of how watchmaking began amongst the farmers of the valley and how the incredible complex movements made today are the ultimate expression of man's quest to unravel the mysteries of nature is what makes the story of Audemars Piguet so extraordinary.”
The new campaign will launch in January 2012 with new models like the Millenary 4101 or the new Royal Oak model with 41mm diameter and will continue throughout the year with the 2012 novelties and other timeless pieces of the Audemars Piguet collection.
Press Release
Richard Foster
Richard Foster’s highly successful career as a lifestyle product photographer has spanned over 20 years. His determination and passion to create exceptional and arresting images has led to recent work with international clients in the luxury world. His work has also been featured in some of the most famous lifestyle magazines like GQ, Tatler, Esquire, Aston Martin Magazine and Vogue as well as leading newspapers like the Sunday Times and Sunday Telegraph and specialised publications such as National Geographic.
www.richardfoster.com
Dan Holdsworth
Dan Holdsworth is a celebrated English photographer based in London. His unique style of photography involves hours long exposures combining breath-taking desolated landscapes and beautiful light, giving his photos unique tones and intriguing moods.
Holdsworth has shown work internationally in many exhibitions including 'Peintres de la vie Moderne, Modern-Life Painters' at the Centre Pompidou, Paris. ‘Photography 2005’ at the Victoria Miro Gallery in London, ‘Consuming Nature and Man’ at the Museum of Contemporary Photography in Chicago and ‘Horizon’ at Art Agents Gallery in Hamburg.
www.danholdsworth.com
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Audemars Piguet today announces the launch of its new ad campaign
2012 marks the 40th anniversary of the iconic Royal Oak, which invented the very concept of a luxury sports watch and elevated stainless steel to the status of a precious metal. But for Audemars Piguet, this year will also be marked by the launch of a new...
I am not faimliar with the dial of the Royal Oak
In this advertisement. Double stick markers at 12, marker next to date at 3, bluer than normal dial color, matching blue date wheel, thinner bezel than the 15300. Am I wrong, is this new? It looks like it could be a larger diameter. Any expert want to chi...
Is it using the same movement as 15300
I prefer 15300. But remains to be seen I see the actual 41mm. Thanks for sharing Kong. Melvin
Interesting new version of the RO, the ad says 41mm
Will have to handle one in person to check out the new 41mm size. Hope it doesn't turn out like the Breguet La Tradition when they went to the large diameter case. Regards, ED-209
Up-sizing...
From the picture, it appears that up-sizing the watch by 2mm (Super Jumbo ?) does not change it much. Congrats to AP for that. Much better up-sizing effort than Rolex it appears. Would be sad if the 39mm model is abolished. I think the 39mm suits my wrist...
+1 about the 39mm
For me the 39mm is the perfect size and a classic. Will have to see the new 41mm in person but I don't think I'll be upgrading anytime soon. Regards, ED-209
Thank You for Posting this Kong
Why is the AP logo in the wrong place? shouldn't it be at 6 o'clock? otherwise its very very nice, love the deep blue dial however what is the significance of the color to the 40th Anniversay of the Royal Oak? S
Lovely ads...
I can not understand the penchant for enlarging the case size, they are unnecessarily big and remove these models from customers with smaller than 7" wrists. I certainly do not mind larger sizes if the new improvement are made to existing size cases. Is i...
Like what I see in that 41mm Royal Oak.
I have plenty of wrist time with a 15300, and while it never left me longing for 2mm extra, I think it will work OK. The double stick marker at 12 and added marker at 3 look great. Kinda keen on that blue dial as well. I wonder if the thickness has change...
Doesn't really strike a chord...
When it says "TO BREAK THE RULES, YOU MUST FIRST MASTER THEM" it implies that the advertisements are going to share some of the technical details that are unusual in AP watches and make AP watches technically superior. I feel that these ads fail to do tha...
Great pics in the ads...
but that's no surprise when you know who did them. I love the dial colour on the new size RO but a little dissapointing it's obviously the same movement from the 15300 as the date is further in the dial hence the room for a small baton at 3 outside the da...
Sorry but...
This is not a great ad campaign - images are nice but cliche for luxury market goods, and the copy stories don't deliver what they promised, but at least they're doing something! The 41mm RO looks well proportioned, but i'm sad to hear the 15202 is no mor...
For me, the RO is still as beautiful as before
The sculptural shape of the bracelet+box+bezel is a masterpiece. I will wait to see how the new dials color look like in the flesh but the 41 mm seems to become a little too much for my wrist though. Quite nice and peaceful campaign visual impression by t...
Not bad
The new ad campaign doesn't make me go wow, but nor does it make me cringe. It's not bad I guess. The new RO seems interesting - as mentioned the double baton looks quite nice on the dial! Lucky for me (and wallet( a 41mm RO will be too big so I'll be hap...