Audemars Piguet

The Audemars Piguet Royal Oak, launched  in 1972, is considered  as the world’s  first luxury sports watch that broke the rules of fine watchmaking and sparked a complete paradigm shift in the industry. To celebrate the 40th anniversary of this world-famous iconic timepiece, the Swiss Manufacture from Le Brassus in the Vallée de Joux has put together a unique and ephemeral global travelling exhibition.

In 1875, Le Brassus in the Vallée de Joux became the birthplace of Audemars Piguet. Today, to facilitate lovers of watchmaking from all over the world to perceive the charms of the Vallée de Joux, the three artists Sebastien Leon Agneessens, Quayola and Dan Holdsworth have used installation, photography, sound and film in the exhibition to reflect Audemars Piguet’s origins, mastery and artistry as well as to tell the stories of Audemars Piguet and the Royal Oak in an unprecedented way.

The Manufacture has curated 100 exceptional timepieces ranging from the very first Royal Oak in 1972 to the latest collections recently launched at the 2012 SIHH as well as those set with the finest jewelry, the most complicated watches, borrowed pieces from the private collections of the most avid watch enthusiasts and limited edition pieces one would be hard-pressed to find in the market. The exhibition in Beijing will also have the privilege to showcase for the first time the number 10/100 of the platinum  edition of the Royal Oak Leo Messi limited series, launched earlier this year in three versions of 1000 pieces worldwide. The number 10/100 of the limited edition platinum models will be up for auction in December. The entire proceeds of the auction will be donated to the Foundation Lionel Messi (Leo Messi Foundation) to help educate and treat underprivileged children.

The design behind the exhibition lies in the creative hands of Sebastien Leon Agneessens, who drew his  inspiration from the origins of the brand in Le Brassus to create installation works Fragments and  Between Now  and  Then. Hundreds of  tubular  sticks  of  different  heights symbolizing  the lush  forests of the valley  area are treated as organ-like  sound sculptures surrounding the exhibition. Fragmented mineral rocks typically found in the Vallée de Joux, on the other hand, are made to be the showcase. The angular and multi-faceted exterior of each of the fragments and its dark reflective metal surface inspired by the Royal Oak creates a natural contrast with the wooden interior that reflects  Audemars Piguet’s  long tradition and humble origins. Each of these fragmented units is a journey of discovery of the origins and savoir-faire of the brand.

Apart from 100 iconic timepieces and invaluable memorabilia dating back to the beginning of the 70s,  visitors  will also  have the opportunity  to closely  observe the artistry of Audemars Piguet’s craftsmen through a watchmaker’s area that includes a brocading dial machine.

The exhibition also has dedicated areas displaying exclusive creations  of photographer Dan Holdsworth and digital artist Quayola. Dan Holdsworth spent several weeks in the Vallée de Joux to  document the Valley  at its  stillest hours, capturing  the ancient forests and glacial topography under the celestial presence of mist or moon to convey the extraordinary temporal significance  vested in  the  landscape.  His  contemporary lens  captures  the  incredible  link between nature, man and his creations, the complex movements that have become the beating hearts of each Audemars Piguet timepiece, continues to live in Le Brassus of the 21st century and inspires the watchmakers of today as they pursue their never-ending quest to unravel the mysteries of nature. While Quayola's work for Audemars Piguet 40-years exhibition is a study and celebration of ‘matter’ itself, the substance of all physical objects. The installation focuses on a continuous transformation and metamorphosis of matter: from the grace, complexity and unpredictability  of geological  forms, to  the perfection,  beauty and  precision  of man-made objects of art. Through a process of continuous  mutation  and  metamorphosis,  it explores simultaneously classical art, 1970s sculpture and contemporary digital aesthetics.

To celebrate the opening of the Royal Oak 40 Years Exhibition,  Audemars Piguet held an illustrious  gala dinner  on August 29th and an influencer’s  party on August 30th. Nearly 500 distinguished guests were present at the opening ceremony, with many celebrities invited from all over the world.  Famous American actor Chris Noth, renowned Chinese stars Hu Jun and Zhang Yuqi as well as international supermodels Du Juan, Chen Bike and Kang Qianwe all wore Royal Oak watches as tribute  to the avant-garde hundred-year Manufacture. Sound, also an integral part of the evening’s program was provided by The Irrepressibles, a band Audemars Piguet selected because of its reflection of one of the brand’s core values: passion. The band’s theatrical  stage presence captured  the  crowd’s  attention  and  was  one  of  the  evening’s highlights.

For more information on the exhibitions, please visit the  Royal Oak 40th Anniversary microsite

(http://www .audemarspiguet.com/ro40y ).

  Exhibition Title:           ROYAL OAK 40 YEARS: From Avant-Garde to Icon

Date:                           Thursday August 30th – Monday September 3rd, 2012

Time:                           10 AM – 7 PM

Location:                     Ullens Centre for Contemporary Art (UCCA)

Address:                     798 Art District, 4 Jiuxianqiao Road, Chaoyang District, Beijing

Entry:                          Open to the public. Free admission.