Swiss Haute Horlogerie manufacturer Audemars Piguet is delighted to inaugurate its new temporary exhibition “Extraordinary Friendships” at the Musée Atelier Audemars Piguet in Le Brassus, Switzerland. Part of the museum guided tour, this immersive exhibition will take visitors on an interactive journey to discover some of the enduring collaborations and friendships that have marked the history of Audemars Piguet. The exhibition is open until December 17, 2021.

 

A LEGACY OF EXTRAORDINARY FRIENDSHIPS

 

Since its inception, Audemars Piguet has continuously looked beyond Haute Horlogerie for inspiration, notably in the realms of pop culture, sports, art and the entertainment industry. Over the years, the brand has developed cross-disciplinary partnerships with various celebrities and athletes. These partnerships have not only acted as inspirational fuel, propelling the creation of innovative designs and feats of micro-mechanical precision in Audemars Piguet’s timepieces. They have also provided the brand with distinctive and enriching ways of sharing its core values through the language of emotions.

 

 

 

 

 

 

THE EXHIBITION

 

This interactive exhibition presents nine talented personalities who have contributed to growing the brand recognition around the world. The highlights include T-800, the mythical robot of the Terminator movies, who embodies the long-standing friendship between Arnold Schwarzenegger and Audemars Piguet; recipes from 3-Michelin-starred Chef Emmanuel Renault as well as a recreated locker-room featuring some of Serena Williams’ belongings.

 

“Extraordinary Friendships” also presents a room inspired by Marvel’s Black Panther to coincide with the launch of the Royal Oak Concept “Black Panther” Flying Tourbillon limited edition celebrating the beginning of the Manufacture’s long-term collaboration with Marvel Entertainment. This dedicated exhibit immerses visitors in an interactive environment of sound and light and takes them behind the scenes of the enduring friendship between François-Henry Bennahmias and Marvel Cinematic Universe Avenger Don Cheadle that sparked the beginning of the collaboration. An immersive paper forest inspired by the Wakandan landscape completes the experience.

 

IMMERSIVE SCENOGRAPHY

 

The exhibition scenography combines interactivity with cross-disciplinarity to bring visitors closer to the roots of Audemars Piguet’s relationships. Guests are given an active role in triggering each friendship story, be it by operating a music box, demonstrating their golf skills or putting their culinary talents to the test.

 

An interactive photo booth concluding the visit shines the spotlight on visitors, inviting them to contribute to Audemars Piguet’s family album.

 

 

 

PART OF THE MUSEE ATELIER EXPERIENCE

 

The temporary exhibition is included in the guided visit of the Musée Atelier which opened its door to the public in June 2020. The Musée Atelier was designed by BIG (Bjarke Ingels Group) and unifies the original workshop, established by Audemars Piguet’s founders in 1875, with a new all-glass structure, made up of two spirals that seamlessly integrate into the existing landscape. The Musée Atelier gives a unique perspective on the Vallée de Joux and its watchmaking history with a display of some 300 timepieces spanning over two centuries of exceptional craftsmanship. In-situ production workshops are also interwoven with the museum’s spatial experience to bring visitors in close contact with the Manufacture’s craftspeople at work.

 

Located in the vaulted basement of the Founders’ House, the temporary exhibition will give a glimpse at how the brand lives around the world. It will also reveal more about Bjarke Ingels, the famous architect who conceived the Musée Atelier’s glass spiral. Don’t miss out!

 

“Most often, it is when projects thrive on friendships that they become extraordinary! Audemars Piguet was built on the friendships that artisans established among themselves in Le Brassus. These remarkable friendships have extended today to all corners of the world!”

 

Sébastian Vivas

Heritage and Museum Director

 

“Born in Le Brassus, raised around the world.”