Le Brassus, January 12, 2019: Swiss Haute Horlogerie Manufacture Audemars Piguet celebrated the launch of its new collection Code 11.59 by Audemars Piguet within the walls of its forthcoming Musée Atelier.
120 guests, including Chinese pop singer Lu Han and artist Quayola were invited to Le Brassus for an immersive journey into the universe of Code 11.59 by Audemars Piguet, its history and features.
Code 11.59 by Audemars Piguet writes a new page in the Manufacture’s history and represents its genetic code. CODE stands for Challenge, Own, Dare and Evolve. Jasmine Audemars, Chairwoman of Audemars Piguet’s Board of Directors, who also attended the event, explains, “At Audemars Piguet, we constantly challenge ourselves to push the limits of craftsmanship. Endowed with a strong spirit of independence, we proudly own our roots and territory, daring to combine precision and creativity. Faithful to our legacy, we continue to evolve by preserving and rewriting traditions. 11.59 is ahead of the game, constantly on the brink of tomorrow.” The contemporary evolution of a classic, this collection gives a contemporary twist and a certain edginess to the classic round watch, while carrying on the Manufacture’s long history of unconventional form and design languages. Composed of 13 references,
including five complications and six calibres of the latest generation, it represents one of the most important launches for Audemars Piguet ever.
For François-Henry Bennahmias, Audemars Piguet’s Chief Executive Officer, Code 11.59 by Audemars Piguet is before all a human story: “This collection demanded new tools, skills and techniques to reach an exceptional degree of technical and aesthetic complexity. It tells about human challenges and the passionate stories of the dedicated watchmakers who dared to follow their convictions, joined forces and persevered, always pushing their own limits.”
The reveal of the collection was accompanied by different artistic performances including dances and light shows, as well as a screening of the campaign film produced by Wilfrid Brimo and Marshmallow Laser Feast. This film offers a new creative approach to the Vallée de Joux, as luminous installations are inserted within the natural landscape of the region. Inspired by the film’s artistic codes, the event lighting played with the watch’s round and octagonal architecture, while taking on the iconic pink colour of the ad campaign featuring Zak Van Biljon’s infrared photography of the Vallée de Joux.
After the reveal of the collection, guests were served a gastronomical menu prepared by 3-Michelin-star Chef Emmanuel Renaut, friend of the brand, and enjoyed an orchestral performance conducted by Thomas Roussel.
The futuristic spiral of the Musée Atelier designed by Danish architects Bjarke Ingels Group (BIG), whose internal architectural design was uncovered during the event, was a fitting location for the launch of Code 11.59 by Audemars Piguet.
Livestream coverage of the event was broadcasted on Audemars Piguet’s Facebook and Instagram pages.
