Audemars Piguet : Audemars Piguet reveals a new face

The traditional AP Night that opens the SIHH was once again well attended, as 650 friends of the brand (retailers, private customers, partners and media representatives) congregated in a Palexpo room cleverly transformed for the evening. Pervaded by a serene atmosphere, this 2012 edition provided an opportunity to lay two crucial milestones for Audemars Piguet : launching the Royal Oak 40th anniversary celebrations ; and presenting a new visual identity. Not only has the logo evolved (including by eliminating the AP initials that used to top it), but so has the slogan, now expressed uniquely in English. The legend “Maître de l’horlogerie since 1875” has now been replaced by “To break the rules, you must first master them”, as was enthusiastically explained by CEO Philippe Merk (upper right-hand photo). Several eminent personalities enjoying close ties with the brand were present at the cocktail and the gala dinner, including Dona Bertarelli, Sébastien Buemi, Claude Nobs and Michael Schumacher. They all witnessed an express painting performance (upside reproduction of the brand founders’ portraits), and a joyful concert from promising young Swiss musician Bastian Baker.

Brice Lechevalier is editor-in-chief of GMT and Skippers, which he co-founded in 2000 and 2001 respectively. He has also been CEO of WorldTempus since it joined the GMT Publishing stable, of which he is director and joint shareholder. In 2012 he created the Geneva Watch Tour, and he has been an advisor to the Grand Prix d’Horlogerie de Genève since 2011. Also closely involved in sailing, he has published the magazine of the Société Nautique de Genève since 2003, and was one of the founders of the SUI Sailing Awards in 2009 and the Concours d’Elégance for motor boats at the Cannes Yachting Festival in 2015.

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