The new collection Code 11.59 by Audemars Piguet is a new page in the history of the Le Brassus Manufacture and represents its genetic code. CODE in its name stands for Challenge, Own, Dare and Evolve.
It marks the addition of a whole new collection to Audemars Piguet’s line-up that will sit alongside the Royal Oak, Offshore, and Millenary collections and others for years to come.
According to CEO, François-Henry Bennahmias, “Nobody was asking us to create an entirely new collection. We did it because we needed to challenge ourselves.” Not only does the collection illustrate the brand’s savoir faire, it highlights what is currently possible in the field of contemporary watchmaking.
“This collection demanded new tools, skills and techniques to reach an exceptional degree of technical and aesthetic complexity. It tells about human challenges and the passionate stories of the dedicated watchmakers who dared to follow their convictions, joined forces and persevered, always pushing their own limits.” – François-Henry Bennahmias, Chief Executive Officer, Audemars Piguet
Composed of 13 references, including five complications and six calibres of the latest generation, this collection gives a contemporary twist and a certain edginess to the classic round watch, while carrying on the brand’s long history of unconventional form and design languages.
“At Audemars Piguet, we constantly challenge ourselves to push the limits of craftsmanship. Endowed with a strong spirit of independence, we proudly own our roots and territory, daring to combine precision and creativity. Faithful to our legacy, we continue to evolve by preserving and rewriting traditions. 11.59 is ahead of the game, constantly on the brink of tomorrow,” said Jasmine Audemars, Chairwoman of Audemars Piguet’s Board of Directors, at the launch of this collection which was celebrated within the walls of it forthcoming Musée Atelier.
The launch of the product saw many artistic performances including orchestral performance conducted by Thomas Roussel, dances and light shows, as well as a screening of the campaign film produced by Wilfrid Brimo and Marshmallow Laser Feast. The film offers a new creative approach to the Vallée de Joux, as luminous installations are inserted within the natural landscape of the region. 120 guests were invited to witness the launch, including Chinese pop singer Lu Han and artist Quayola. The guests were also served a gastronomical menu prepared by 3-Michelin-star Chef Emmanuel Renaut, a friend of the brand.
There has been no product launch of this magnitude over the past 20 years for the brand which again demonstrates the importance of the collection.