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For Swiss fine watchmaker Audemars Piguet, the art of watchmaking holds significance well beyond the limits of its craft. While deeply anchored in its craftsmanship and traditions, the company has continuously drawn inspiration from the larger cultural world, looking to fields as diverse as art, music and architecture to spark unique encounters and dialogues between fields of creative practice. In so doing, Audemars Piguet has established an inclusive global community of passionate individuals who speak the same language of emotions and value the precious moments that make up our lives.
It is this dedication towards the special moments of life that inspired Audemars Piguet to become a global partner of the Montreux Jazz Festival in 2019, a two week-long annual celebration of jazz that lights up the shoreline of Lake Geneva. Founded back in 1967 by Claude Nobs, MJF is now known for its legendary performances, intimate ambience, and incredible hospitality. Given the gold standard that it promises—and delivers—it comes as no surprise that it made the perfect fit for Audemars Piguet. In fact, the Swiss watchmakers have been supporting the Montreux Jazz Digital Project together with the Claude Nobs Foundation and the Swiss Federal Institute of Technology in Lausanne (EPFL) since 2010, and one of the best results of this partnership has been the digitalization, restoration and preservation of the MJF’s complete sound archives, which are now acknowledged by the UNESCO as part of its “Memory of the World.” Add to that the fact that both Audemars Piguet and Montreux Jazz Festival share common values—respecting traditions but always looking forward to a brighter future—and you’ve got a match made in heaven.
Photo: Alex Teuscher
This year, however, Audemars Piguet decided to invite four of the Middle East’s most-loved female musicians, namely Dana Hourani, Ss.hh.a.n.a, Cosmicat and Ashibah on a memorable journey through its cultural universe and beyond. What sounded like an exciting holiday to Switzerland soon unfolded to become a trip that these four talented women would never forget. The foursome made their way to Le Brassus, where the brand Audemars Piguet has been rooted since 1875, to take a tour through its fascinating Musée Atelier. As the second part of the journey they also got a chance to explore Claude Nobs’s chalet, one of the most inspiring spots in the region, which honors the memorabilia of the founder of the Montreux Jazz Festival with its warm and inviting ambience, and has also been visited by the likes of Quincy Jones and David Bowie. This inspirational trip finished on the shores of Lake Geneva, in the beaten heart of the festival for a night long celebration with Audemars Piguet and timeless memories to bring back home.
The once-in-a-lifetime experience didn’t just bring Dana Hourani, Ss.hh.a.n.a, Cosmicat and Ashibah closer together as musicians, it also invited them into a world few get to enjoy, and observe how the Swiss manufacturers bring each piece together to create a watch that beats to a different rhythm.
During the trip, the four musicians were also captured by Vogue Arabia’s lens wearing classic wristwatches that spotlighted the very best of Audemars Piguet’s offerings. As they walked through the winding interiors of the brand’s headquarters, they witnessed how everything is ultimately connected to art, and how creativity is the binding force behind most things we enjoy—be it an iconic timepiece like the Audemars Piguet Royal Oak, which celebrates its 50th anniversary this year, or a hauntingly beautiful piece of jazz music, composed from the heart.
On Dana Hourani: Watch, Audemars Piguet 34mm Royal Oak Selfwinding limited edition in black ceramic; top, skirt, Rēnwa. Photo: Alex Teuscher
On Cosmicat: Watch, Audemars Piguet 37mm Royal Oak Selfwinding “50 th Anniversary” ergonomic in stainless steel; top, stylist’s own; skirt, Joseph through Net-a-Porter. Photo: Alex Teuscher
On Ss.hh.a.n.a.: Watch, Audemars Piguet 38mm Royal Oak Selfwinding Chronograph in pink gold; jumpsuit, Azzi & Osta. Photo: Alex Teuscher
On Ashibah: Watch, Audemars Piguet 34mm Royal Oak Frosted Gold Selfwinding in 18ct white gold; top, Ashibah’s own; pants, Nikolaj Storm. Photo: Alex Teuscher
Photography: Alex TeuscherStyle: Rawan KattoaHair: Loic Hauck, lleana CostantiniMakeup: Noelia de Jesus, Sandrine Thomas Production: Rama NaserBrand partnerships manager: Danica ZivkovicOnsite production coordinator: Polina ReshetnikovaTalents: Dana Hourani, Ss.hh.a.n.a, Cosmicat, AshibahProduction assistant: Leen NaserVideo: Olivia Peters and Mikhail KulikovCreative agency: F2MaxArt direction: Valentina BobrovaWorn in video: Alaïa at Net-a-Porter, 16 Arlington at Net-a-Porter, Riyeka Studios, Les Benjamins, Soeren Le Schmidt, Nikolaj StormSpecial thanks to Claude Nobs Chalets
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