Know your audience. It’s the first rule of business school. And when your audience happens to include some of the world’s most famous singers and musicians, then you lean in.
From Justin Bieber to Drake, Santan Dave to Mark Ronson, many of the biggest names in music wear an Audemars Piguet Royal Oak. And now the Swiss Haute Horlogerie manufacturer has launched a new Offshore version that is sure to strike a chord.
For the new Offshore Music Edition, the Royal Oaks iconic Tapisserie dial has been given a musical makeover, now bearing the colourful pattern of an equaliser; a knurled texture reminiscent of jack plugs has been added to the studs; and the new crown guards have been inspired by the fader on mixing consoles.
There are five new references – in 37 and 43 mm sizes – and in different materials: two models in titanium, two in gemset 18-carat white gold and one in black ceramic.
Of course, AP’s history with music dates much further back than its loyal fanbase. Ever since its founding in 1875, Audemars Piguet has constantly created bridges with the world of music, notably by playing a pioneering role in the development of chiming watches.
That development continues to this day, most recently of note was bagging the Mechanical Exception Watch Prize for the Royal Oak Concept Minute Repeater Supersonnerie at 2016’s GPHG. (Think of it as the Grammys of watchmaking.)
The Royal Oak Offshore collection, for its part, has seen the birth of numerous collaborations with various artists. To celebrate the tenth anniversary of Jay-Z’s career, the Manufacture launched a Royal Oak Offshore limited edition accompanied by an iPod containing the artist’s discography. This first limited edition paved the way for other collaborations including Quincy Jones in 2009.
But at its heart, this latest edition is just plain fun. What we love about Audemars Piguet is that it doesn’t take itself too seriously. Sure, this new edition will have some eyes rolling, but it will have lots of smiles widening, too.
The Royal Oak Offshore was already a watch that stood out across a room; now it’s one that will stand out across a stadium, too.
For more information, see audemarspiguet.com