The work of a famous still life photographer, Richard Foster, and the renowned landscape photographer, Dan Holdsworth, will be in focus of the new Audemars Piguet’s global ad campaign and brand identity. The campaign that has started with the beginning of the New Year is followed with the brand’s novelties, such as Millenary 4101 and the new Royal Oak model with 41mm diameter.
The year 2012 is very important to the renowned Swiss watchmaker as the 40th anniversary of one of the Audemars Piguet’s trademarks, iconic Royal Oak luxury sport watch. Along with the great jubilee, the New Year will be marked with a series of great novelties, as well as with the refreshed identity followed by the slogan: “To break the rules, you must first master them”. As the company’s CEO, Philippe Merk, comments, it perfectly expresses the essence of the Audemars Piguet’s brand philosophy.
”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”, said Merk.
The most interesting thing that comes with the new identity is the subtle change of the brand’s logo that now showcases the name of Audemars Piguet’s home – village Le Brassus, instead of long-running line “Le maître de l’horlogerie depuis 1875″.
The new campaign, created by the Lowe Superculture inLondon features two main themes. The first one presents the highlights of the 2012 collection via Richard Foster’s close up photos that nicely demonstrate the brand’s philosophy throughout the artistry of each single component of Audemars Piguet’s watches.
In order to find a perfect way of presenting the brand’s renowned past, the English Photographic artist, Dan Holdsworth, has worked several weeks in the Vallée de Joux, capturing the beauty and the soul of the place where the Swiss watchmaker had truly mastered the rules.
Audemars Piguet’s Chief Marketing Officer, Tim Sayler, is very excited to be working with the outstanding photographic talent for this campaign. As he said, Richard Foster’s images really captured the exceptional craft and beauty of Audemars Piguet’s timepieces in striking detail, while Dan Holdsworth’s shot showed the ‘terroir’ of Le Brassus and revealed 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”, said Sayler.
