Audemars Piguet adds jazz to brand image with global partnership

Audemars Piguet has taken a step into the music scene as official global partner of the Montreux Jazz Festival.

The move, which sees the firm join AccorHotels as partner, has extended the brand’s existing collaboration with the Montreux Jazz Festival.

The Swiss-based company has had a relationship with the festival organisers for eight years now.

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In 2010, Audemars Piguet teamed up with the group to join the Claude Nobs Foundation and the Swiss Federal Institute of Technology in Lausanne (EPFL) in the Montreux Jazz Digital Project.

Mathieu Jaton, CEO of the festival, was pleased to announce the new partnership.

He stated: “We are delighted to pursue a common history, which began years ago. As Global Partner, Audemars Piguet will accompany us all year long, in Switzerland and throughout the world.”

François-Henry Bennahmias, Audemars Piguet’s CEO, was also excited about the partnership and showed off his love for musing.

Discussing the announcement, he paid tribute Etta James and sang: “At last, my love has come along. At last I found a dream that I could speak to. A dream that I can call my own.”

Next year, the festival will be held between June 28 and July 19.

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