AUDEMARS PIGUET – Swiss haute horlogerie, urban style

Audemars Piguet is the leader of the pack when it comes to haute horlogerie with an exotic yet exclusive twist. American music producer Pharrell Williams appreciates this, among others.

WORLDTEMPUS - January 19 2011

Kristian Haagen


”Yes, I am a fan,” smiles Audemars Piguet designer Octavio Garcia when Worldtempus asks if he is aware that hip-hop producer extraordinaire Pharrell Williams is a big fan of the watches he designs for the brand. Williams proudly shows around his Audemars Piguet Royal Oak Offshore Concept II since he took delivery of it in 2010. He has not only been wearing it onstage during the world tour with his band, N.E.R.D., he also mentions it on his popular Billionaire Boys Club blog.

AP pays tribute to a decade of Arnold Schwarzenegger with this 48 millimeter Offshore. A first for AP, its case is completely crafted in polished ceramics. © Worldtempus / Kristian Haagen

Considering the recent  brand ambassadorship of Michael Schumacher, Worldtempus asked Garcia if he would like to see Williams as next in line as “the face” of AP. “Actually, I appreciate the personal interest way more; his interest in our brand makes it much more honest, when he wears our watches,” the American-born designer replied.

Garcia, a former skater from Chicago as well as a frequent snowboarder after moving to Switzerland, admits that he listens to both Williams’s and Kanye West’s music. West also is a fan of AP and was seen performing with an Audemars Piguet Royal Oak Offshore End of Days on his wrist while touring the US in 2008. In other words, the appreciation goes both ways.

This provokes the obvious question: why do some of the most talented and famous urban American musicians wear AP as their preferred timepieces? Garcia suggests to Worldtempus that, “Audemars Piguet offers timepieces that are somewhat offset, on the edge. But still with a heritage that money cannot buy.”

The Millenary Minute Repeater, a limited edition of only eight pieces in titanium, celebrates AP’s three-dimensional design. © Audemars Piguet

Even though both Williams and West are big fans of the brand, Garcia has yet to meet superstars that specifically admire his designs. Garcia has been with AP for almost eight years and says that his role has “evolved.” Weekly meetings with Guilo Papi keep his enthusiasm level high. “It is an adrenalin kick to work with Papi,” Garcia enthusiastically says. Does he fear ever running dry of ideas? He claims not to. ”But I always fear my new ideas not being accepted by the public.” Nothing wrong with that; his “fear” only proves his dedication to the craft and healthy, humble approach to any new product launch.

Garcia’s humble way of working allows him to take on any challenge with a healthy respect for traditional values as well as exhibiting wonderful curiosity toward design and use of exotic and novel materials.

One of the new materials AP is now using on certain models is called Ceramet, which is a mixture of ceramic, steel and 16 percent of something that AP will not divulge. This incredibly alloy is perfect for the large bezels of the Offshore collection – the bezel is a scratch magnet, and can often make a luxury watch look rather beat after getting to know its surrounding surfaces.

AP’s elegant and ultra-thin Jules Audemars comes in a 41 millimeter version this year. © Worldtempus / Kristian Haagen

Though a scratch-free material sounds nice, Garcia admits that Ceramet contains five percent nickel, which may preclude it from being used in actual watch cases. Even though the amount of nickel used in Ceramet at an absolute minimum, AP does not want to use this mixed material in components that have direct contact with skin.

Regardless whether material or design challenge, Garcia seems to be walking on an endless path of success with any launch. He has no reason to be nervous, considering yet another fine collection anno 2011, which boasts a new 44 millimeter Offshore design, an ultra-flat Jules Audemars, and a Millenary Minute Repeater sure to make collectors’ mouths water. That said, Worldtempus is eager to see the thirtieth anniversary collection of the iconic Royal when 2012 finally arrives.