Jasmine Audemars, Audemars Piguet - About The Code 11.59 Watch In Honor Of The Bolshoi Theater

Jasmine Audemars, Audemars Piguet - About The Code 11.59 Watch In Honor Of The Bolshoi Theater
Jasmine Audemars, Audemars Piguet - About The Code 11.59 Watch In Honor Of The Bolshoi Theater

Video: Jasmine Audemars, Audemars Piguet - About The Code 11.59 Watch In Honor Of The Bolshoi Theater

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Video: CODE 11.59 Audemars Piguet all models 2023, January

Ten years ago, the watch house Audemars Piguet became a partner of the Bolshoi Theater. At that moment, the country's main theater was closed for reconstruction. For the anniversary of cooperation, the brand presented in Russia a limited series of automatic watches Code 11.59 by Audemars Piguet "Bolshoi", which can be purchased exclusively in Moscow boutiques. The 99 issued pieces symbolize the time difference between the founding of the Bolshoi Theater (1776) and the year the Audemars Piguet manufactory was founded (1875).

- What would you sum up your ten-year collaboration with the Bolshoi Theater?

- When we started, nothing happened at the Bolshoi except for a total reconstruction. And today the theater is open, and we can bring our clients and friends here, who are happy to see wonderful performances. And we are also infinitely happy.

- Surprisingly, ten years ago the Bolshoi did not have any sponsors …

- Exactly. When the head of Audemars Piguet in Russia Georgy Osorgin came to Le Brassus with this idea, we immediately found it interesting and approved. And we were not at all embarrassed by the fact that the historic building of the theater was closed at that moment for repairs.

Photo: press service
Photo: press service

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- Blue has been selected for the dial of Code 11.59 "Bolshoi". Because he's trending?

- You want to ask why not red? (Laughs.) We follow the wishes of our clients: they really like blue. And it's a beautiful smoky shade.

- The launch of the new collection Code 11.59 has caused a lot of controversy. Is there a chance to repeat the fate of the bestseller Royal Oak, which was not well received back in 1972?

- We'll see. We must be patient. The first steps were taken with difficulty, but the whole world learned that we had launched a completely new collection. From the very beginning, the Royal Oak watch was predicted to be a disaster - success did not come immediately. It's the same with the Code line. We are optimistic.

- You are the fourth generation of the family that runs the company. Do you feel the burden of responsibility?

- I would not call it a burden (laughs), but responsibility - yes. And this is a tremendous challenge not only to preserve the legacy, but also to develop the company. After all, heritage becomes important and useful only when it helps you create something new. Otherwise, you are imprisoning yourself in a prison cell. Fortunately, we live in a very competitive world, and this forces us to strive for new frontiers. Personally, I prefer fresh projects of nostalgia for the past.

Photo: press service
Photo: press service

© press service

- What is the legacy of Audemars Piguet for you?

- In addition to the fact that we preserve the traditions associated with production and quality of products, we remain a family company, in which we have always taught that you need to be ready for bad weather, never rest on our laurels, believing that we have achieved success once and for all. to be vigilant, to react promptly, to be prepared for a crisis. And I would also add: remain humble. And if my ancestors, who founded the company in 1875, went through so many crises, economic falls and problems - and they sold watches at any time, then nothing should stop us from selling our watches under any circumstances.

- Is being a family company an advantage for business?

- The advantage is that we choose our own path and do not depend on quarterly reports and financial analysts, who for some reason know everything better than the manufacturer himself. Complete nonsense! We can always make decisions in the long term and take risks - and we are ready for this. All our employees are dedicated to the idea of ​​a brand, a manufactory. And we bear a great responsibility for the region in which we live, in which our employees, suppliers, shareholders work, therefore we must manage the company carefully and maintain financial stability.

- Who do you consider competitors?

- Fortunately, we have them. I think we belong to a certain club along with Patek Philippe, Vacheron Constantin, A. Lange & Söhne and Breguet. I'm not talking about income and profits, but about the perception of the brand as the guardian of the watchmaking tradition.

Photo: press service
Photo: press service

© press service

- How can you make century-old traditions alive, relevant?

- There is no secret: it is constant hard work and a way of thinking. If we take the case of the new Code 11.59 watch, it's something completely crazy. And the technology had to be literally invented to create this body shape: a very sophisticated silhouette, incredibly difficult to copy.

“I think fakes are almost impossible, but the Chinese, of course, will copy it.

“But not at that level, I'm sure.

- The most important advice that you received from your father?

- Exactly what I have already said: to be prepared for any crises, open to headwinds, never to be conceited, otherwise it means the beginning of the end. I follow these tips. And it's not that hard when you have a great team.>

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