PRESTIGE
Since 2015, the luxury Swiss watch manufacturer Audemars Piguet has dedicated itself to art with the in-house “Audemars Piguet Art Commission”. Every year an artist is selected who works with the firm and presents the company through his or her perspective. Author_Nina Merli Images_Audemars Piguet
IT
It was an eye-opener when the company invited British photographer Dan Holdsworth to the Vallée de Joux as part of the planning for the 40th anniversary of the iconic Royal Oak watch: his images, a mix of fog and barren, jagged rocks, were in complete contrast to everyone’s perception of Audemars Piguet, which was usually viewed as a place in the style of a typical postcard – with a blue lake and sunshine. Therefore, Holdsworth’s pictures were not exactly what one had expected for the ad campaign. But Audemars Piguet recognized the power of the subjects of his paintings and accepted his entirely different perspective. This experience led to the watchmaker changing both its internal and external forms of communication which led to running the ad campaign with Dan Holdsworth’s images. THE ARTIST AS VISIONARY This visual change of direction has given Audemars Piguet more than a new advertising image: the realization that the artistic perspective can draw attention to trends that can be of great
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