Deeply rooted in its workmanship and traditions, Swiss fine watchmaker Audemars Piguet has consistently looked to fields as diverse as art, music, and architecture to inspire distinctive encounters and conversations between sectors of creative practice. The company has built a diverse, global community of enthusiastic people that share a common emotional language and appreciate the priceless moments that make up our life.
This devotion to savoring life’s finest moments led Audemars Piguet to join the Montreux Jazz Festival (MJF) as a global partner in 2019. Founded back in 1967 by Claude Nobs, The Montreux Jazz Festival is an annual jazz festival that takes place along Lake Geneva for two weeks. Together with the Claude Nobs Foundation and the Swiss Federal Institute of Technology in Lausanne (EPFL), the Swiss watchmakers have been supporting the Montreux Jazz Digital Project since 2010. One of the best outcomes of this partnership has been the digitization, restoration, and preservation of the MJF’s complete sound archives, which are now recognized by the UNESCO as part of its “Memory of the World.”
This year, Audemars Piguet chose to take four of the most well-known female musicians from the Middle East—namely, Dana Hourani, Ss.hh.a.n.a, Cosmicat, and Ashibah—on an unforgettable tour across its cultural world and beyond. What had initially seemed like a fascinating trip to Switzerland quickly turned into an experience that these four accomplished ladies would never forget. The group of four traveled to Le Brassus, where Audemars Piguet has had a presence since 1875, in order to explore its interesting Musée Atelier. On the second leg of their journey, they also visited Claude Nobs’ chalet, one of the most inspirational places in the area. With its welcoming atmosphere and history of hosting celebrities like Quincy Jones and David Bowie, it pays tribute to the Montreux Jazz Festival’s founder’s artifacts. The culmination of this memorable journey was a nightlong party with Audemars Piguet, in the center of the festival, and priceless memories to take back home on the shores of Lake Geneva.