The celebration of an anniversary, especially the one hundred and fiftieth, is an important occasion to reflect on the long journey travelled in order to project it into the future. Audemars Piguet, a historic haute horlogerie manufacture, marks this temporal milestone with an initiative that combines the craftsmanship of Les Brassus, in the Vallée de Joux, with the expressive depth of Italian cinema, through the representative face of Pierfrancesco Favino. The short film, titled “The Testimonial” and directed with visual sensitivity by Alice Fassi, moves away from the conventional advertising narrative; the film is a creative tribute that retraces the brand’s evolution, from the birth of the first timepieces to the iconic Royal Oak of 1972.
Favino, a versatile actor and key figure in Italian cinema, plays the role of the “unconventional ambassador”. His presence guides the viewer on an ironic and immersive journey through symbolic locations linked to the brand, from the original restoration workshop to the modern Musée Atelier Audemars Piguet, an architectural masterpiece designed by the Danish architect Bjarke Ingels. Six chapters dense with meaning, long pauses to grasp and fully appreciate the true director and co-star: time.
“For centuries, artisans, have studied the sky, translating the movement of the stars into intricate mechanisms.”
In this story, the Swiss maison elevates the mastery of its artisans and the value of fine watchmaking to a true work of art. The numerous details incorporated into a seemingly ‘simple’ watch are the result of constant pursuit of perfection as well as the ability to translate the profound connection with the stars and astrology — so dear to the brand — into iconic complications such as the calendar, moon phases and chimes, highly valued and sought after by collectors.
The project captures the essence of Audemars Piguet’s pioneering vision: innovation in complications and a constant ability to dialogue between past and avant-garde, an impeccable combination that leads to the creation of unique design objects distinguished by timeless elegance, like the Royal Oak, an innovative element par excellence and the first steel watch treated as a precious object. Favino concludes this journey by revealing to us viewers what will forever remain deeply entrenched in the brand’s DNA: a strong will for change, revolution and novelty.
With this initiative, the brand not only celebrates its mastery but also renews its commitment to crafting a modern narrative, where every detail reflects the quest for an identity in continual evolution. “The Testimonial” thus becomes an explicit declaration of how tradition can be the foundation of a creative revolution looking toward the next 150 years.
For further information audemarspiguet.com.
