Audemars Piguet — Be yourself

Film

Luxury

2021

Guillaume Mégroz as Director

The exceptional coming together of two worlds, so distant and yet so close. This was our initial observation of this singular project. From the quiet village of Le Brassus to the frenzied pace of the French capital, haute horlogerie and haute couture meet for a fleeting moment, to create the unique, the timeless, the magic of which only these grand houses hold the secret.

For the record, what started out as a simple “making-of” eventually turned into a full-fledged film. Gradually, the similarities of these two worlds echoed, joined and entered into conversation. From the first cuts of fabric to the delicate installation of appliques, everything was captivating and deserved its own chapter. Our approach focused on a sensorial and evocative immersion rather than the perfect representation of the various procedures. By borrowing certain codes from the fashion world and adopting a “making-of” angle and live capture, we made a humble attempt at celebrating this fascinating encounter. And we're pretty happy about it.

“Heart of excellence. To underline the similarities between watchmaking and Couture savoir-faire, a sensorial (almost satisfying) video retraces the conception of a watch and a Couture piece in the same time, through magnified gestures close-up.”

- Publicis Luxe