By Emayeneme Gbemiye-Etta

Audemars Piguet announced on January 19, 2012 that it is launching a new ad and brand identity campaign. This campaign revolves around the theme to “To break the rules, you must first master them.” The campaign reflects a departure from regular watch manufacturer’s campaign both with the type of campaign and the presentation and uses two innovative photographers: Richard Foster and Dan Holdsworth to present the campaign and products in a pictorial fashion.

Audemars Piguet  is a Swiss watch company that was founded in 1875 by Jules-Louis Audemars and Edward Auguste Piguet, families The Audemars Piguet trademark was registered in 1882 b officially opened its first branch in Geneva Switzerland in 1889.

Now Why the New Campaign?

The campaign is a celebration of sorts for the Audemars Piguet Company for a number of reasons:

1. 2012 is the 40 year anniversary of their Royal Oak watch, a luxury sports watch.

2. To celebrate that it is still family owned and by the same families (s) Audemars and Piguet that started the company.

3. To celebrate the innovative and modern ideas that the company embraces in their use of technology and innovative ideas in their watch making.

4. The company’s management feels that the company offers customers very good products and this campaign is to make sure that prospective customers who don’t know about the company will by the end of the campaign.

5. The campaign is also an opportunity for the company to refresh itself which is part of the tradition and “modus operandi” of being innovative and using new technology as part of its watch making tradition.

This Campaign Comes at a Good Time for a Number Of Reasons:

Valentine’s day is coming up in a couple of weeks and it is a great way for the company to place its products in the minds of possible consumers, male or female looking to buy a luxury item for a loved one.

The approach of the Olympics brings time keeping and watches into the minds of fans of the Olympics and possibly an interest in watches.

Audemars Piguet will start the campaign immediately this month and it will continue through out the year with the company as part of the campaign releasing a new product Millenary 4101 and the new Royal Oak model with a 41mm (1.614 inches) diameter and other products as part of the 2012 product collection. The campaign is also a way for the company to reinvent its traditional bearing and show itself to be a company of the modern age with innovative and technologically advanced products and the innovator in the field of watchmaking.