{"id":162973,"date":"2025-03-31T19:45:32","date_gmt":"2025-03-31T17:45:32","guid":{"rendered":"https:\/\/luxus-plus.com\/?p=162973"},"modified":"2025-04-01T09:40:29","modified_gmt":"2025-04-01T07:40:29","slug":"audemars-piguet-celebrates-150-years-of-watchmaking-innovation-and-redefines-the-perpetual-calendar","status":"publish","type":"post","link":"https:\/\/luxus-plus.com\/en\/audemars-piguet-celebrates-150-years-of-watchmaking-innovation-and-redefines-the-perpetual-calendar\/","title":{"rendered":"Audemars Piguet celebrates 150 years of watchmaking innovation in images and redefines the perpetual calendar "},"content":{"rendered":"

Audemars Piguet celebrates its 150th anniversary this year. To mark the occasion, the Swiss watchmaker \u201cBorn in Le Brassus\u201d is unveiling, in addition to its new 11.59 model, a new way of thinking about the perpetual calendar, as well as a communication campaign in line with its DNA of innovation, tradition and that little humorous twist that makes all the difference.<\/h4>\n

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\u201cThe Beat Goes On<\/b>\u201d<\/p>\n

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Much more than a jazz standard by Buddy Rich or an original song by Sonny & Cher, this is the name of the latest communication campaign<\/b> that Audemars Piguet has chosen to celebrate 150 years of creations and avant-garde ideas<\/b> in style. A name, moreover, rooted in its core business.<\/p>\n

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For this event, the brand is banking on a 360\u00b0 campaign<\/b> that showcases its heritage branding in an exemplary manner and combines posters, print, video and social networks<\/b>, all accompanied by a new dynamic perpetual calendar<\/b>, the 7138 caliber and a digital anniversary exhibition<\/b>, The House of Wonders.<\/p>\n

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A time in motion<\/h2>\n

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In its 150th anniversary campaign entitled \u201cThe Beat Goes On\u201d, Audemars Piguet presents an image of the company that is both innovative and dreamlike<\/b>. The photograph<\/b> is by Campbell Addy<\/b>, while the video is the work of Henry Scofield<\/b>.<\/p>\n

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The Manufacture appears here in the playful form of a pop-up book<\/b>, those children’s books that take shape with every turn of the page. Audemars Piguet seeks here to show that it is above all a \u201cfamily\u201d and to show that it has nothing to hide with a doll’s house where the viewer can, thanks to cross-sectional shots, lose nothing of its entire creative process.<\/b> The whole using miniatures seems to have an obvious relationship <\/b>with the whimsical worlds interwoven with reality<\/strong>of film directors<\/strong> Wes Anderson (The Grand Budapest Hotel, The French Dispatch…) or Tim Burton (Charlie and the Chocolate Factory, Edward Scissorhands…). <\/b>Unless it’s Tatsuya Tanaka, the Japanese photographer well known on social networks for his miniature characters humorously confronted with XXL versions of everyday objects.<\/p>\n

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\u00a9 <\/span>Campbell Addy\/<\/span>Audemars Piguet<\/figcaption><\/figure>\n

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The codes of the mountain pastures<\/b> are very much present, with a chamois perched on the roof of the Manufacture here, a cow grazing peacefully there, all with green mountain pastures with mountains and coniferous forests as far as the eye can see.<\/p>\n

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The campaign thus alternates between mountainous landscapes, iconic watchmaking models and places of interest in the history of the company, including the museum with its spiral tumulus.<\/b><\/p>\n

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\u00a9 <\/span>Campbell Addy\/<\/span>Audemars Piguet<\/figcaption><\/figure>\n

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Time flying by<\/b> appears to be the common thread<\/b> of this anniversary campaign. The Swiss manufacturer, founded in 1875 by Jules-Louis Audemars and Edward-Auguste Piguet, presents a peaceful, even tamed vision of time, but one that is no less valiant.<\/b> With humor on social networks as in its video campaign, the watchmaker emphasizes the exceptional character of its environment: Le Brassus, in the Joux Valley, cradle of fine watchmaking. <\/b>A place as inspiring as it is inhospitable at first glance<\/b>, emphasizing the equally \u201cwild and stubborn\u201d character of its villagers and its surrounding<\/b> landscape.<\/p>\n

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A time that, like its core business<\/b> – fine watchmaking – sets a rhythm, a cadence, even literally a beat<\/b>. This time in motion is manifested here by a boardwalk<\/b>, integrated into the landscape and leading individuals from the icy regions of the 13th century to the museum of Le Brassus and its green roof.<\/p>\n

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