Fancois Bennahmias and Lebron James pose for a picture at An Audemars Piguet Fundraiser.

MIAMI, FL – Superstars Lebron James and Celine Dion teamed up with Audemars Piguet to help raise money for an expansion of Miami’s Cardiac & Vascular Institute on January 16.

The evening began with a private concert for 1,700 by Celine Dion and was followed by a dinner/auction sponsored by Audemars Piguet. Dion gave the sold out show at the Jackie Gleason Theater at Miami Beach in thanks to the Institute for a procedure they performed that saved her husband’s life, René Angélil. The Institutes founder and medical director Dr. Barry Katzen carried out the procedure.

“It started a little over two and a half years ago. We had quite a scare. Our family doctors discovered that René had a critical narrowing of the artery to his brain, the carotid artery, putting him at a high risk for stroke,” Dion said in her video which was played after the concert.

Celine Dion accepts a gift after performing at Jackie Gleason Theater in Miami

Fracois-Henry Bennahmias, President and CEO of Audemars Piguet, spared no expense at the dinner and auction, providing many elegant pieces to be put up for bid. NBA megastar James was there as well to promote his affiliation with Audemars Piguet and help raise money for the Institute.
One of the most prized pieces of the night was an 18K Jules Audemars Chronograph Tourbillion watch drenched in white gold and baguette diamond. Bennahmias was joined on stage with Dion to promote the watch, with Dion even taking stealing the show for a while by singing songs to help the crowd with their bidding.
James also added to the auction package, offering up two floor seats to a future Miami Heat and Boston Celtics match-up.
The show and auction was put together to support a new expansion on the Baptist Cardiac & Vascular Institute. The expansion that will cost upwards of $60 million will include the development of a national Center for Advanced Endovascular and Heart Therapy, Center for Aneurysm Therapy and more centers specializing in specific areas.
“Baptist Cardiac & Vascular Institute has been ahead of its time for the past 25 years, and this expansion will allow its leadership team to take the Institute to the next level in cardiovascular excellence,” said Brian Keeley, President and CEO of Baptist Health South Florida.
The concert pulled in nearly $6 million and the auction raised more than $500,000. Up to $5 million was matched by event benefactor and Baptist Health Foundation board member Victor E. Clarke.

While many luxury watch brands tend to make appearances on the famous and fortunate, Audemars Piguet has proven its ability to garner a unique clientele and reputation. Throughout multiple settings and social groups, the brand has proved its worth time and time again, and has especially done so this year.

With a track record in world-renowned athletes as supporters, Audemers Piguet certainly does not lack strong representation. Among the brands current ambassadors are names such as Novak Diokovic, the Serbian tennis star, Sachin Tendulkar, an Indian cricket player, Michael Schumacher, a German racecar driver, Lionel Messi, the Argentinean soccer player, and most notable to American audiences, the basketball idol LeBron James.

LeBron James, one of the eight Audemars Piguet celebrity athlete ambassadors.

Most recently, the company has captured the attention of exclusive watch manufacturers as well as public audiences at SIHH 2012, where Audemars Piguet celebrated the 40th anniversary of its timeless timepiece, the Royal Oak. Known for its innovation in, and, in fact, invention of the luxury sports watch, the Royal Oak is not only celebrated its birthday, but served and is serving as a catalyst for the rebirth of the Audemars Piguet brand. The anniversary launched in collaboration with a new ad campaign—“To break the rules, you must first master them.”

The slogan, one can assume, refers to the expertise in design and precision the brand has maintained since its creation in 1875. However, the phrase refers to more than the brand’s functionality and loyalty to founders—it refers, too, to its ability to keep contemporary in the ever-changing, fiercely competitive modern market.

“While the watches that we make are expressions of our respect for the traditions of hand crafted timepieces and while we celebrate the fact that we are the one of the few major Swiss brands still in the hands of the descendants of the original founding families, we are also a modern, progressive company famous for our innovations in technology, the daring use of new materials and bold designs,” says Audemars Piguet CEO Philippe Merk.

The campaign aids to highlight two major themes that represent the brand: artistry and mastery. The bet pieces of the 2012 collection will be showcased using extreme close up photos, shot by photographer Richard Foster, along with brief but enlightening descriptions, allowing viewers to better understand each piece, and the way that it both mirrors and challenges typical luxury watchmaking.

There is also a focus on the watch manufacturer’s history, using a photo collection from English photographic artist Dan Holdsworth, whose work on the project features a dramatic capturing of the heart of the Vallee de Joux, where Audemars Piguet had its beginnings. The rebranding will also include a sprucing up of the brand logo.

The Royal Oak Offshore, which celebrates its 40th anniversary this year.

“We are very excited to be working with outstanding photographic talent for this campaign,” says Chief Marketing Officer, Tim Sayler. “While other brands may like to be seen as heirlooms, Audemars Piguet is a progressive brand for the here and now, a brand to be worn by connoisseurs who respect the past but are making their own futures.”

January 2012 begins the launch of the brand’s campaign along with its new models, which will continue to be introduced through the coming year.

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.

Audemars Piguet is known for their luxurious, designer wrist watches. What many people do not know is that Audemars Piguet has been making wrist watch history since 1875 and continues to do so.

Jules-Louis Audemars and Edward Auguste Piguet

Audemars Piguet was establish in 1875 when 23-year-old Jules-Louis Audemars teamed up with then 21, Edward-Auguste Piguet. Audemars Piguet is still ran today by the founding families and remains the oldest fine watch manufacture to never have left the founding families circle. The company started out of Switzerland and the Audemars Piguet headquarters is still located there today.

Worn by many celebrities and those with fine tastes, Audemars Piguet is a reliable and stylish brand that makes one lucky to own such a special wrist watch. To establish ones self as a contemporary designer, it usually helps to have been around for a while and to make “firsts” in the industry.

A brief history of Audemars Piguet’s firsts:
1892: Audemars Piguet develops and produces the first minute repeater wristwatch.
1915: With a diameter of just 15.80 mm, Audemars Piguet constructs the smallest five-minute repeater calibre in existence.
1924: Audemars Piguet designs the first jumping-hour wrist watch of its time.
1925: With a calibre of just 81.32 mm, Audemars Piguet creates the world’s thinnest pocket watch.
1934: Audemars Piguet develops the first skeletonised pocket watch.
1946: Audemars Piguet designs the world’s thinnest wristwatch.
1957: The first Audemars Piguet wrist watch with a perpetual calendar is introduced to the public.
1967: With a central rotor, Audemars Piguet introduced the world’s first thinnest selfwinding calibre, measuring at 2.45 mm.
1972: The Birth of the Royal Oak gave Audemars Piguet the title of the first steel high-end sports watch.
1978: Audemars Piguet manufactures the first self-winding ultra-thin perpetual calendar wristwatch with a central rotor.
1986: Audemars Piguet designs the first ultra-thin selfwinding tourbillon wristwatch, measuring at 5.5 mm thick including the case.
1989: The smallest self-winding perpetual calendar watch is manufactured by Audemars Piguet
1994: The first wristwatch with Grande and Petite Sonnerie is created by Audemars Piguet featuring a quarter repeater striking on two gongs.
1996: Audemars Piguet designs the first self-winding Grande complication watch.
1997: The first Grande Sonnerie chiming model is introduced by Audemars Piguet, featuring a minute repeater with three gongs and three hammers.
2000: Audemars Piguet manufactures the first model with Equation of Time, featuring sunrise and sunset times and a perpetual calendar.
2006: Audemars Piguet introduces direct-impulse escapement.
2008: Audemars Piguet create the first watch featuring a carbon case and movement.
2009: Audemars Piguet introduces high-frequency chronometer with Audemars Piguet escapement and double balance-spring.

One can notice that around the World War II era that Audemar’s Piguet really stepped up their game in the watch industry making several new firsts. This could be due to the fact that business was starting to decline due to the stock market crash and the Great Depression.

With Audemars Piguet’s drive to constantly make firsts, they have really put themselves on the map for designer wrist wear. Audemars Piguet has invented several thin watches, making that their specialty in discovery.

The Audemars Piguet watch group is composed of 1,100 employees, 14 distribution subsidiaries and 16 boutiques located all around the world.  The Audemars Piguet manufacture produces about 26,000 time pieces a year, making it a luxury for one to own.

The new Royal Oak Offshore Buemi watch by Audemars Piguet

Written by Vanessa Formato

Sébastien Buemi, 23, knows all about precision. In his still-young career as a Formula One driver, he has conquered track after track using a combination of technical know-how and heart. This tenacious young man was an obvious choice as a brand ambassador for famed Swiss watch company Audemars Piguet. Now, three years after he joined their team, Audemars Piguet is honoring Buemi with a namesake chronograph in their luxurious yet sporty Royal Oak Offshore collection.

Swiss racer Buemi start on the karting circuit, winning multiple championships before graduating to Formula Three racing. In his subsequent Formula One career, has been a part of the Red Bull Racing and Scuderia Toro Rosso teams, respectively. With Toro Rosso, he has set done some of his finest racing, including placing eighth in Canada. According to Sky Sports, Buemi’s current role in the Red Bull team for 2012 is a crucial one, as it positions the young driver as a potential replacement for Mark Webber in 2013.

When he is off the track, Buemi is not afraid to show his fashion sense through his accessories. He claims to have been a watch enthusiast from an early age. He told Audemars Piguet that when he won his first Swiss Karting Championship, he asked his father for a watch as a congratulatory gift. The rest is history.

Buemi’s watch, the Royal Oak Offshore Sébastien Buemi, is part of a 250-piece limited series and draws significant inspiration from Buemi’s love of cars. Many of the materials used for the watch are also common in motor sports, such as ceramic and titanium. The inclusion of these materials makes the watch quite light and sleek, much like the Formula One cars it invokes.

“The yellow is the main colour on my driver’s helmet, which is why it enjoys pride of place on the dial,” Buemi said in an interview posted on the Audemars Piguet website. The piece is entirely hand-assembled and contains “a remarkable ‘engine’ known for its great precision and exceptional reliability.”

Audemars Piguet is no stranger to teaming up with renowned racecar drivers, leaving Buemi in excellent company. Rubens Barrichello, Juan Pablo Montoya, Jarno Trulli and Michael Schumacher– who gained significant fame outside the racing community for his brief appearance as The Stig on “Top Gear,” one of the most popular car programs worldwide– have all acted as faces for the brand.

Buemi has been a brand ambassador for Audemars Piguet since 2009.

NBA superstar and Audemars Piguet ambassador LeBron James, singer Celine Dion and Audemars Piguet CEO Francois-Henry Bennahmias at the Miami charity auction for the Baptist Cardiac and Vascular Institute

Miami Heat forward and two-time NBA MVP LeBron James joined Celine Dion and Audemars Piguet CEO Francois-Henry Bennahmias at an event to aid the Baptist Cardiac and Vascular Institute. Audemars Piguet became Official Timekeeper for Baptist Hospital in March of 2011, in recognition of the storied watchmaker’s five year partnership with the Baptist Hospital Foundation, which is the humanitarian branch of the Baptist Hospital.

The evening began with a concert given by Dion, which was a gift from the singer in honor of the hospital’s work in saving the life of her husband Rene Angelil. The concert was followed by an auction of a Jules Audemars Chronograph Tourbillon watch. LeBron James, who was named Audemars Piguet global ambassador in April 2011, went on to auction two of his floor seats to a Miami Heat vs. Celtics game. The auction of the luxury items netted nearly $500,000 towards the planned expansion of Miami’s Baptist Cardiac and Vascular Institute.

The Jules Audemars Chronograph Tourbillon, auctioned for the benefit of the expansion of the Baptist Cardiac and Vascular Institute

The Jules Audemars Chronograph Tourbillon is a 43mm timepiece with manually wound 2889 caliber movement with 70 hour power reserve. The case back is translucent sapphire, and the piece contains 335 parts, 286 of which are hand-finished.

The Baptist Cardiac and Vascular Institute founder and medical director Dr. Barry Katzen, who had been working on non-invasive arterial procedures, lead the medical team that treated Angelil in 2009. Because Angelil was not a candidate for surgery, his team of doctors investigated alternative approaches. “They had heard about [Dr. Katzen’s] work with non-invasive treatments,” Angelil said. “They basically told me he was the best person to take care of me.” The expansion of the institute will include a Center for Advanced Endovascular and Structural Heart Therapy and a national Center for Aneurysm Therapy, in addition to other specialized treatment centers. The concert and the auction, which took place at The Fillmore Miami Beach at the Jackie Gleason Theater, raised $6 million for the expansion. Said Audemars Piguet CEO Francois-Henry Bennahmias, “We have developed significant relationships in South Florida and as our way of saying thank you are honored to support the work of Baptist Hospital, which does so much good in this community.”

Brand ambassador LeBron James will collaborate with Audemars Piguet on a planned limited edition timepiece in recognition of their partnership. A portion of the proceeds from future auctions of the watch will go to the LeBron James Family Foundation, a charity founded for the purpose of creating initiatives to strengthen the cultural and economic foundations of single-parent households. Says Bennahmias,“We have a history of partnering with those at the top of their game and right now, LeBron is like a comet. Not only does he burn up the court, but he maintains the right balance of family, philanthropy and fame.”

Prestigious watchmaker Audemars Piguet recently appointed esteemed dancer Svetlana Zakharova as ambassador to their line of luxury timepieces. As many high end watchmakers typically appoint sports figures as ambassadors to their brand; it was a refreshing change to see a delicate yet powerful artist as a representative of their brand.
Zakharova is a principal dancer of the Bolshoi Ballet in Russia and the Teatro della Scala in Italy and is known to be one of the greatest living women dancers. It is no wonder that Audemars Piguet would choose Zakharova to represent their watches as both names elicit thoughts of timeless style and elegance. “Grace is probably a sense of style; it can be physical or spiritual.” says Zakharova.

The Bolshoi Theatre, the parent company of the Bolshoi Ballet Academy, is one of Russia’s greatest treasures and has been the heart of Moscow’s performing arts scene for over 200 years. The theatre first opened its doors in 1780 and underwent a major renovation in 2005 closing its doors for 6 years to revamp the historic site. The Bolshoi Theatre raised its curtains once again in 2011 after a $680 million renovation and restoring the acoustics and original Imperial décor of the Bolshoi.

To commemorate the re-opening of the Bolshoi Theatre, Audemars Piguet released a version of their limited edition Jules Audemars Extra–Thin watch. The Jules Audemars Bolshoi series in pink or white gold with stylish anthracite dial effortlessly captures the brand’s extensive experience in watch making and craftsmanship.

The limited edition Bolshoi watch from Audemars Piguet

The Bolshoi limited edition timepiece is regarded by many experts to be one of the most beautiful self-winding movements. Movement specifications include 28.49 mm total diameter, adorns 37 jewels, 214 parts, approximately 40 hours of power reserve and 19,800 vibrations per hour. The case is made of 18 carat white or pink gold, sapphire crystal case back which is water resistant to 20 meters. The anthracite dial is decorated with white or pink gold applied hour-markers and the beautiful strap bears a hand-stitched ‘’large square scale’’ anthracite crocodile strap with 18 carat white or pink gold pin buckle.

Only 99 of these investment pieces of the Bolshoi were created in accordance with the number of years between the creation of the two prominent institutions in their respective circles: dance and opera for the Bolshoi theatre, founded in 1776 and Fine Watchmaking for Audemars Piguet, founded in 1875.

The old saying goes that a leopard can’t change its spots, so once something is identified as being or doing a certain thing, that’s all many think it will ever be known for.  For those individuals, when they think of Audemars Piguet, they will almost certainly think of amazingly luxurious and glamorous watches.  On September 23^rd, however, the manufacturer has shown just how un leopard-like they can really be.  That night, Audemars Piguet teamed up with three Michelin star Philippe Rochat to throw a dinner party at the Senso Ristorante and Bar for some 70 clients from their region.

In all things, Audemars Piguet seeks to illustrate how the simplest idea can be elevated to an exquisite experience by paying attention to the fine details from start to finish.  When addressing a timepiece, this manufacturer uses all of the top materials in order to show off the watch to its very best.    This high end watch manufacturer ensured that he took the same detailed approach to his dinner party, leading to amazing results.

The clients were invited to an 8-course meal that was expertly designed by Philippe Rochat to tempt every taste bud and please the palate.  Earning three Michelin stars has made Rochat an international star in the culinary world.  Who better to rely on to make a dinner party with a watch manufacturer an evening to remember?  The guests in attendance enjoyed beautiful fish, fruit, duck, and countless other flavors.  All features of the menu were flown in fresh the day of the dinner party to ensure that the very best quality ingredients were used.

This dinner party was done in appreciation of the clients who support and appreciate the works of Audemars Piguet.

Dinner Party Guests

When purchasing a high end luxury watch, every customer wants to know that they are getting great quality for their dollar.  To see a manufacturer go so far above the expected treatment to host such a wonderful evening as Audemars Piguet did for some of their clients is a rare and wonderful treat.

Although only a relative few of the many clients this company enjoys were able to attend the dinner party, specifically those who are in the Singapore region where the company is located, all customers are just as highly valued.  The best manufacturers appreciate their customers, no matter their location, and this you can expect from Audemars Piguet.  With every single purchase, you will find exquisite quality and a timepiece you will want to wear every day.

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Over time, the Audemars iconic octagonal case has become a trademark of many of its timepieces, including the immensely popular Royal Oak and Royal Oak Offshore collections.

Now, Audemars Piguet has come out with a new, limited edition, luxury watch called the Royal Oak Offshore Montauk Highway. This watch is named after the Montauk Highway, a road that connects New York City to the chic vacation spot called the Hamptons.

Like all other Royal Oak Offshore timepieces, the Royal Oak Offshore Montauk Highway maintains functionality with style and a sense of adventure. The color contrasts of rich, chocolate brown counters and aqua blue tachymeter scale and lighter numerals, seconds hand and counter pointers, go perfectly with the polished stainless steel case and brown leather strap.

The Royal Oak Offshore Montauk Highway will be produced in a limited series of only 300 numbered pieces; it will retail for $20,500.

This summer is a perfect time to buy a luxury watch. Whether you’re at the beach, on a boat or grilling in the backyard, any watch by Audemars Piguet or any of the other hundreds of brands we carry will make your vacation.

At these prices, it’s all possible.