Audemars Piguet has unveiled the first episodes of its inspiring music series 180.
Composed of five episodes, each captured by a different film director, this miniseries retraces the unconventional challenge Audemars Piguet set to selected rising music artists.
The mission is to go beyond their comfort zone and create an original collaborative soundtrack blending different creative universes.
These encounters, which will be diffused from November 2020 to March 2021 on the brand’s social networks and website, align with Audemars Piguet’s relentless quest to push talents further to create the extra-ordinary and touch people’s heart.
A song, a performance or a hand-finished mechanical watch not only convey emotions, they reflect the creative process, passion and talent of the numerous individuals who worked together.
By encouraging rising artists to explore different territories and stretch the boundaries of music, this miniseries contemplates the personal and collective challenges of creating together, while bringing audiences one step closer to the roots of creativity.
This music activation is launched as part of Audemars Piguet’s music programme debuted in 2019, through which the brand creates bespoke and unique music experiences for all music lovers.
Anissa Bonnefont, film director, said: “I thought it was very nice to be able, thanks to Audemars Piguet, to work with a musician who had the desire and the incredible creativity to get a young woman like Cindy to sing and to meet together in the studio to create something by the magic of the moment, by the magic of their encounter. I found the project very creative and daring. It was amusing for me to be able to witness this, while bringing in my own universe.”
While CEO François-Henry Bennahmias, said: “Music creates unique emotions and brings people together, it touches our souls. Music has always been part of AP’s history and this series is a new chapter for us. We want to keep fostering a wide range of talents in order to create extraordinary experiences.”