Audemars Piguet’s recent collaboration with American artist and designer, Brian Donnelly aka Kaws, on the Royal Oak Concept Tourbillon “Companion” highlights a strategic manoeuvre that transcends traditional luxury watchmaking, positioning the brand at the forefront of contemporary culture. This partnership is not merely an artistic endeavour; it reflects a broader trend within the luxury watch sector where luxury brands are increasingly engaging with artists to create unique, culturally resonant collectables.
At the heart of this timepiece is the calibre 2979. This movement is housed in a 43mm titanium case, which is both lightweight and durable. The slate grey dial is adorned with a satin-finished surface and features Kaws’ Companion character at its centre, while the tourbillon mechanism, visible through an opening in the Companion character, serves as a focal point on the timepiece.
American artist and designer Brian Donnelly aka Kaws (Photo: courtesy of Audemars Piguet)
Kaws at work (Photo: courtesy of Audemars Piguet)
Limited to only 250 pieces, the back of the watch is engraved with Kaws’ signature and the phrase “Limited Edition of 250 pieces”, further enhancing its desirability among watch and art aficionados.
The strategic importance of such collaborations lies in their ability to enhance brand visibility and relevance in an ever-evolving luxury market. As luxury consumers seek more than just functionality in their purchases, they gravitate towards items that tell a story or embody a cultural narrative.
The iconic Kaws character at the centre of the watch face (Photo: courtesy of Audemars Piguet)
Caseback of the watch (Photo: courtesy of Audemars Piguet)
A watchmaker at work (Photo: courtesy of Audemars Piguet)
Audemars Piguet unveils the Royal Oak Concept Tourbillon “Companion” (Photo: courtesy of Audemars Piguet)
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