Hubert Burda Media

Audemars Piguet: What A Girl Wants

Audemars Piguet’s latest ad campaign put the spotlight on women and pays tribute to its relationship with them


They say that a confident woman knows she is loved – and this is the same lady Swiss watchmaker Audemars Piguet wants to appeal to. The brand’s long-standing relationship with discerning ladies dates all the way back to 1883, when it made a daring move that bucked against societal norms.
It was a time when women had just been given the right to vote and only wore jewelled timekeepers with the dial facing outwards, pointed towards her male partner. The brand audaciously designed a pendant with a dial nestled discreetly in the middle, placed upside down, so that time was presented to the wearer, whenever she was allowed to sneak a peek.
In the 1920s, Audemars Piguet was famed for its natural flair for micro-mechanics. The watchmaker was particularly adept at creating tiny movements that were both small enough to be fitted within the slender cases and also accurate enough to faithfully keep time. Even inventing the world’s smallest mechanical calibre in 1927.


In the decades that followed, Audemars Piguet has consistently designed, supported and channelled the powerful spirit of femininity by developing elegant pieces and suitable movements that befitted the modern woman. Whether it’s a precious jadeite watch that comes fitted with a Milanese bracelet (1971) or a slender diamond-set yellow gold pocket watch with an intricately skeletonised movement (2000), each timepiece has been designed to project effortless style and a discretionary sense of prestige.
This month, the luxury watchmaker launches a brand new feminine campaign that is fronted by supermodel Anouk Lepère. Headlined “There are exceptions to every rule”, this campaign celebrates the bold spirit of strong-minded women everywhere.


A reign of ladies watches joined the illustrious collection this year; the highlight piece undoubtedly the new 37mm Royal Oak Offshore Ladycat, a sporty yet gracefully feminine black chronograph. The signature Royal Oak ladies collection also adds two new models that shine with the brilliance of diamonds. Finally, the classic round-cased Jules Audemars collection introduces a 33-mm gem-set pink gold version with a new bracelet.
Being the world’s oldest fine watchmakers still lead by the hands of its founding family, Jasmine Audemars is the only woman in her position. She carries the characteristics which embodies the values of female empowerment the brand stands for. A fine example of a true Audemars Piguet woman expressed aptly in every timepiece that radiates with her influence.