Audemars Piguet is delighted to announce the launch of its new brand film by award-winning LosAngeles based director Patrick Clair.Viewers will be able to rediscover the origins of the Le Brassus Manufacture and its 142-year old history in a two-minute film that explores the brand’s core foundations.
Inspired by Audemars Piguet’s home in the Swiss Jura mountains, Clair reinterprets the Manufacture’sgenesis in his latest work, evoking the elemental forces of nature which shaped the men and materials that gave birth to some of the most complicated, ingenious and beautiful objects ever made by hand. The narrative has been expertly condensed into a two-minute epic poem set in the mysterious Vallée de Joux. The film touches upon the four pillars which have formed Audemars Piguet’s identity since its founding in 1875: its origins, spirit of independence, artistry and forward-thinking.
The film captures how the Manufacture has simultaneously been able to work towards the future, growing and evolving within the harsh environment that surrounds it, while remaining close to its roots. It also explores the relationship between watchmaking craft legacy and contemporary creative practices, technology and science, from which stems the Manufacture’s commitment to creativity and artistry. For Patrick Clair, who takes inspiration from the confluence of structure, form and heritage, this collaboration with Audemars Piguet has been a rich source of image-making. Clair’s work as Director has a signature style: it is exceptional in repaying repeated viewing, as each fresh play reveals new information while his images convey another layer of meaning. Made in Le Brassus is a testimony to the brand’s past, present and future, and captures the organic link between the Swiss watchmaker and its birthplace. It will allow the viewer to rediscover Audemars Piguet’s identity through a fascinating and contemporary visual journey.
Director Patrick Clair said:“Made in Le Brassus should remind the viewer ofthe basic principles ofAudemars Piguet’s watchmaking legacy including its home in the Vallée de Joux. The strong base of the film is grounded in the brand’s deeply rooted history, yet the Manufacture is always growing, exploring and
searching towards the future.”
Olivier Audemars, Vice President of the Board of Directors, said: “Le Brassus is intrinsic to our Manufacture. Our deep roots keep us grounded, focused on what we do best while we constantly push the boundaries of innovation and forward-thinking.” “To break the rules you must first master them.”
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