Already announced in our article « News Audemars Piguet museum: work starts », the Musée Atelier in Le Brassus, Switzerland, hosts since the start of summer a new exhibition dedicated to partnerships that left their mark in the history of the manufacture: “Extraordinary Friendships”.
“Extraordinary Friendships”: from a partnership to another
Let’s talk about the partnerships that helped building Audemars Piguet recognition all around the world. While some brands limited themselves to the sole craft of watchmaking, Audemars Piguet went beyond and opened the doors of a whole new universe to create watches with innovative design and new-generation technology. Sport, pop culture, art, or even cinema, acted as inspirational fuel and allowed the watchmaker to meet several stars and athletes who became true ambassadors of its savoir-faire.
Friendships and personalities from different backgrounds
Marvels from Marvel
This original exhibition highlights the partnerships with nine personalities, including the famous T-800, the robot from the Terminator films played by Arnold Schwarzenegger. This bionic character represents the long-standing friendship between the actor and Audemars Piguet.
For those who love a good behind-the-scenes story, François-Henry Bennahmias (the brand’s CEO) tells, on a Frank Sans C video, some secrets about Black Panther. Apparently, managing to include an Audemars Piguet watch in the film’s story was no easy feat.
The video, which was shot to coincide with the launching of a limited Royal Oak Concept “Black Panther” Flying Tourbillon edition, presents one of the highlights of the exhibition. Indeed, a room is entirely dedicated to the superhero universe. On one hand, it reveals the new partnership with Marvel Entertainment and, on a second hand, it deepens the friendship between François-Henry Bennahmias and the actor Don Cheadle i.e. “War Machine”. We’re talking here about real friendship.
Sports world is also represented with a locker-room featuring some of Serena Williams’ belongings. Indeed, the professional tennis player became Audemars Piguet ambassador in 2014. The sporty look and the powerful design of the manufacture’s timepieces represent the strong forehand of the extraordinary athlete.
Golf also has its place in Audemars Piguet history. The watchmaker is proud of the strong ties developed with the best golf players of the world: Wesley Bryan, Patrick Cantlay, Branden Grace, Emiliano Grillo, Tyrell Hatton, Xander Schauffele, Tania Tare, Vijay Singh and Danny Willett. This one is a wall game. When the visitor plays, golfers on the screen comment on the quality of the “shot” depending on the “swing” performed. If it’s good, they compliment the player, if not, they mock them gently.
Music, dance, art, cuisine… “Extraordinary friendship” of Audemars Piguet are limitless.
During the exhibition, the manufacture of Le Brassus unveils the ties with the artistic and technical universe that share its values. The Maison can take pride in the friendships developed with personalities who excel in their respective fields, as shown by the various partnerships with the rap singer Jay-Z (and his favourite Royal Oak). His turntables are set up for visitors to scratch them. The flight case is a sound system with loudspeakers that allows scratching to the pace of the onscreen video.
Other partnerships are also represented. For example, we can see Russian ballerina Svetlana Zakharova’s dance shoes inside a music box.
Audemars Piguet also has a partnership with the 3-Michelin-starred Chef Emmanuel Renaut. During the exploration, visitors will find the Chef’s interactive picnic basket. The cook will then reveal the secrets of one of his recipes while he makes it on screen. At the end, Emmanuel Renaut will ask his new “kitchen help” to open the basket’s drawer and take the gift box hidden there. It contains flavoured oil and salt made by the chef, which allows the visitor to do the recipe at home.
Book your visit to the Musée Atelier: www.museeatelier-audemarspiguet.com