COLLECTING
Thomaï Serdari on Fine Arts & Luxury
Audemars Piguet: From Avant-Garde to Icon
Audemars Piguet watch, back

Audemars Piguet watch, back.. Courtesy of Audemars Piguet.

It takes time to build a luxury brand. It also takes expertise, patience, imagination and great attention to detail. It is no wonder then that Royal Oak, a luxury line of a sports watch launched 40 years ago by Swiss watchmaker Audemars Piguet, reaches ever-higher status among collectors as time goes by.

The concept, design, and craftsmanship for Royal Oak’s “Grande Tapisserie,” (which refers to the design or guillochage of the dial) is accurately described on the company’s webpage (http://www.audemarspiguet.com/en/latest/2011/07/18/the-fabulous-design-of-grand-tapisserie).

A company whose heartbeat has been marking time steadily since its founding in 1875 is finally asserting itself in the world of luxury arts with a beautiful itinerant exhibition. With the Park Avenue Armory as its first stop from March 21 through March 24, Audemars Piguet and the story of the now iconic Royal Oak is heading to Milan, Paris, Beijing, Singapore, and Dubai. Carine Bauvey, C.E.O. of the New York-based creative consultancy firm MA3 Agency, worked with the Audemars Piguet team for 18 months to plan the event.  In Bauvey’s words the exhibit “[…]  makes three different artists’ work cohesive and, at the same time, harks back to the Audemars Piguet roots, yet shows their brand in a modern fashion.”

© Thomaï Serdari