The luxury Swiss watch brand Audemars Piguet recently announced that it is turning its attention to the world of art. The bespoke horology brand launched the new annual Audemars Piguet Art Commission, with the intention of supporting a major piece of artwork created by an upcoming artist. Whilst the 141-year-old watch brand began partnering the art world last year, this is the first time that it has taken on board a major art commission project.
The watch brand, renowned for exquisite, handcrafted watch designs, believes that its work and the art world are interconnected. It hopes to be inspired by artists, yet at the same time aims to inspire art and watch collectors as well as artists themselves through its own work.
Artists will be allowed to create any artwork of their choice and in any medium, with emphasis on the visual and conceptual expression of creativity, complexity and precision. Special interest will be given to artists who make use of mechanics, technology and science in their creations or as sources of inspiration.
Audemars Piguet is in an influential position to help connect the winning artist to high-class craft practitioners, the latest technology and experienced design specialists to assist in executing their work. The watchmakers will also provide the financial support to assist the development of the winning artwork.
The lucky winner will have the opportunity to work with guest curator, Marc-Olivier Wahler, who has been chosen to steer the project. Wahler is the founder and director of the Chalet Society in Paris and has experience of organising more than 400 exhibitions during the last 20 years. Each year following, Audemars Piguet will unveil a well-known guest curator to oversee the project.
The commissions will be unveiled at Art Basel in Hong Kong, Basel and Miami Beach, on a rotating basis. They will also be displayed at Audemars Piguet's home in Switzerland, and shortlisted candidates will get the opportunity to visit the Swiss base to learn more about the brand's history and its detailed craftsmanship.
The winner will be announced at the end of this year, with the work displayed at the Art Basel show in 2015.
The Swiss watch brand believes it is the perfect choice for commissioning this major project, as it has its roots and origins firmly set in avant garde thinking and contemporary design, whilst taking advantage of the latest cutting-edge technological advances. The company was founded in 1875 by Jules Louis Audemars and Edward Auguste Piguet. As far back as 1892, the pair created a new type of watch construction with the minute repeater, which used sound and music to tell the time. Audemars Piguet also pioneered a watch with a full calendar, so that the day of the week, date, month and moon phases were shown. Other inventions included the dual time function and the first ever luxury sports watch, which is still a top seller today.