Audemars Piguet

Perpetual Calendar

  • The brief for this haute horologie brand was to conceptualise, develop and deliver an integrated campaign highlighting the Perpetual Calendar’s unique features along with the brand’s provenance, heritage, watch-making savoir faire and design innovations, for a global market.

    I based my ideas around the notion that ancient civilizations creation myths, along with the shape of all the elements of the cosmos and the majority of watch components are either based on or take the form of the sphere and the circle.

  • Production by Tendril on location in the Valle de Joux, Switzerland.

    “From an axis at its core, a mechanic in the round, the sphere of its face, we find the time piece and its calibre, revealed in all its complexity, the genius of man and his capacity to capture all the vagaries of time and its mysteries, ultimately encased in an object of great beauty and engineering, a significant tool, housed again in a round case. This is Haute Horology.”

  • Photographed by Dan Holdsworth on location in the Valee de Joux, Switzerland.

    “If we consider the earth egg, the sphere, the circle, we must consider our planet in its round, the orbit of the earth’s satellite the moon, and then in turn the earth’s orbit around the sun. We are governed by this, the most elemental aspect of human geometry and its perpetual rotation, it is a fundamental mechanic of our very being and takes us to a place where we find ourselves at the very heart of time itself and how we measure it.”

     

    Audemars Piguet Perpetual Calendar:

    The New Geometry of Time.

     

  • The campaign is further supported by 360-degree activation across various touch points including: online, event, print and POS.