WHEN AUDEMARS PIGUET MEETS ART.

At the beginning of December our partner Swiss brand of luxury watches Audemars Piguet invited us to join them for latest edition of Art Basel Miami.

AP is one of the main partners of this exhibition and this support is related to an intense project of promotion of contemporary art around the world.

For Art Basel Miami 2014 Audemars Piguet presented the “Strandbeest”, colossal yet kinetic sculpture by Theo Jansen.

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The most incredible aspect of of these extraordinary “animals beach” is the skeleton structure made of PVC pipes assembled with adhesive tape and rubber bands only. That’s it.

The only exception is a a long row of plastic bottles added with the purpose of storing the wind so as to ensure forms of autonomy in the absence of breeze. Isn’t it incredible? Filippo and I were to literally speechless  while trying to figure out the secrets behind these PVC giants.

During the days of Art Basel Audemars Piguet also unveiled the latest and extensive project of support for art in collaboration with the Peabody Essex Museum, one of the most active and dynamic museums in North America.

All this could only finish, or maybe start, with a big party at the Art Basel Miami Beach counting 1000 guests or more like the tennis player and longtime friend of Audemars Piguet Serena Williams, actress and model Freida Pinto, François-Henry Bennahmias, CEO of Audemars Piguet, Xavier Nolot, CEO of Audemars Piguet North America … and us, of course .

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From the beginning of our adventure with Audemars Piguet we truly appreciated the brand’s desire to support and promote the world of art: a spontaneous and natural bond we have already seen in the extraordinary history of the AP products.

In fact each AP timepiece born from the union of contemporary art, technique and innovative approach.

Establishing the Audemars Piguet Commission of Art in 2014, AP has also launched a further strong signal totally opened to young and upcoming talents. This innovative art project will invite an artist to create a new work of art every year.

Oscar Wilde once said said that “either you are a work of art, or you wear one“, while Audemars Piguet case shows that we can be art, we can wear it and that we can be totally surrounded by it.

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