Saturday, June 27, 2015

Audemars Piguet Launches New Millenary Collection & New Advertising Campaign for Women

Audemars Piguet has been crafting complicated watches for women for over 130 years and has proved to be the exception to the rule when combining watchmaking excellence with aesthetics. For 2015, the new Audemars Piguet Millenary collection celebrates 20 years of this unique oval women’s watch design.

Three years in the making, its elegant shape is a salute to the balance achieved when old-world artisanship meets new-world design. The new Millenary collection, which is offered in three different versions, features a new hand-wound Manufacture calibre 5201 that has been conceived to perfectly fit the intriguing oval case shape that follows ergonomically the curves of the wrist. The open-design movement reveals the balance wheel.

To accompany this launch, a new advertising campaign consisting of both print and campaign film, will make its debut in July 2015.
Further to the success of the current “There are Exceptions to Every Rule” campaign, model Anouck Lepère, styled by Jerry Stafford, has once again been chosen by Audemars Piguet to front its ads. Shot by world famous photographer David Bailey who pioneered a visceral style in fashion photography over the past decades, the new campaign reflects the strength and spirit of independence cherished by the brand and its customers.

Thanks to his unique craft of film making, renowned British film director Baillie Walsh played a large part in creating an enigmatic world interconnecting complexity, horology and style through the campaign movie imagined for Audemars Piguet.

During the shoot, Jerry Stafford, stylist and creative consultant to artists such as Tilda Swinton, worked on the different notions of fashion as a celebration to timeless strong women. While progressively revealing the complexity of the Audemars Piguet woman, the new campaign incarnates the bold spirit of independence and female empowerment of the brand, values that Jasmine Audemars, Chairwoman of the Board of Directors of Audemars Piguet and the only woman heading a major watch manufacturer today, has always championed during her career, both as a journalist and as the head of Audemars Piguet.

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