Audemars Piguet — Saga Savoir-faire

Film
Photography
Digital content

Luxury

2022

Lorenzo Monti as Director

Have you ever wondered how things are made? Who and what is behind that incredibly beautiful object that you already, or one day hope to own? When Audemars Piguet asked us to document the making of their iconic Royal Oak watch for its 50th anniversary in a video series for Instagram, we thought we knew what was involved… Like everyone else outside the industry, we had no idea. And that is what we set out to fix.

Time.

This whole project revolves around it; the time it takes to make an exceptional watch, and the time it takes to understand, capture and convey the daunting complexity, technical prowess and master craftsmanship in a few short minutes of film.

And time it was that imposed itself as the common, binding thread, as we worked up a visual and sonorous vocabulary that would transport the spectator into the heart of haute horlogerie. Every scene, carefully orchestrated in a play of light and colour, tells of dusk to dawn. Electronic, cyclic sound design punctuates the technicity and precision of each gesture as the fleeting seconds witness the passing of the time it takes to create the extraordinary.