The Manufacture in Le Brassus is adopting a new angle: exit the muses, and pride of place to watches and jewellery. The era when the language used for men was deemed unsuitable for women is clearly over. Entirely in tune with the masculine campaign that has been running since 2003, the new ladies’ campaign is bound to attract attention due to its sheer originality. It is now appearing worldwide since October 2008. 

Audemars Piguet has decided to talk to women differently. Rather than showing them a figure reflecting themselves, or offering them a role model that they would necessarily wish to resemble, it has opted to make the watch and jewellery creations the stars of the show. The Manufacture in Le Brassus also bucks the trend in watchmaking communication, which generally addresses men and women in a different way, choosing instead to adopt a unified mode of expression. 

Thus, conveying a sense of continuity with the masculine campaign launched in 2003, the new ladies’ visuals magnify the product while creating a sense of surprise and stimulating curiosity. What is a red chilli pepper doing next to a gem-set pink gold and rubber chronograph? Women with a taste for originality will discern a truly daring combination. The “Fiery Beauty”catch line will remind her of women’s age-old seductive power, and is bound to make her smile. The Russian dolls express “Multifaceted Feminity”, the universal myth of the woman with a thousand facets, but in a gentle, tongue-in-cheek way. Humour is also the name of the game with squares of chocolate and the idea of sweet temptations: after all, an Audemars Piguet watch is a truly mouth-watering vision. Finally, with the carnivorous plant, the ideas of beauty, temptation and danger appear inextricably entwined – unless it’s just a question of appreciating the finer things in life…. This campaign is in fact conceived as a friendly, open dialogue with the brand’s feminine clients, discerning women of taste who are also demanding and distinguished connoisseurs. 

This dialogue has been brilliantly illustrated and staged by the Publicis EtNous agency, which also created the men’s campaign and has been working closely with Audemars Piguet since 2003. Thanks to a contemporary photographic approach, Publicis EtNous has opted for a powerful, sophisticated and immediately identifiable visual identity. It has called upon the combined talents of photographers Laziz Hamani and Nicolas Prahin, who have shaped a world composed of exceptional objects – Audemars Piguet’s feminine creations – and everyday objects such as food items, plant life or Russian dolls. They have succeeded in animating these compositions in such a way that they appear to be in a state of tension, posing as if they were fashion models.

Source: Audemars Piguet