《Audemars Piguet @ 2012 Ad Campaign》

2012 marks the 40th anniversary of the iconic Royal Oak, which invented the very concept of a luxury sports watch and elevated stainless steel to the status of a precious metal. But for Audemars Piguet, this year will also be marked by the launch of a new global ad campaign and brand identity. The campaign, created by the Lowe Superculture in London, will feature the work of renowned still life photographer Richard Foster and the acclaimed landscape photographer, Dan Holdsworth.  It showcases a powerful new brand thought: "To break the rules, you must first master them". "This is more than just an advertising headline, it expresses the essence of the Audemars Piguet brand philosophy" commented C.E.O Philippe Merk. "We are proud of our heritage of fine watchmaking, and the craft skills which have been handed down from generation to generation since 1875. Over the years we have demonstrated our mastery of the art of haute horology and yet Audemars Piguet has also always been a beacon of innovation and creativity that dares to break new grounds. 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."

The new campaign is divided into two main themes. The first captures the artistry and mastery that goes into every single Audemars Piguet timepiece, showcasing the highlights of the 2012 collection. The watches were shot by Richard Foster and each execution shows extreme close up elements of the watch components together with an explanation of how the individual piece demonstrates the  brand truth of 'To break the rules, you must first master them'. The second part of the campaign leverages the brand's provenance and history. In a break from traditional watch marketing, the advertising will feature stunning work by the English Photographic artist, Dan Holdsworth, who spent several weeks in the Vallée de Joux capturing the dramatic beauty and soul of this very special place. The new campaign will launch in January 2012 with new models like the Millenary 4101 or  the new Royal Oak model with 41mm diameter and will continue throughout the year with the 2012 novelties and other timeless pieces of the Audemars Piguet collection.