On Thursday June 3rd, famous American music producer and rap artist Swizz Beatz paid a visit to the Manufacture in Le Brassus to discover the workshops and the people who make the Audemars Piguet timepieces he so greatly admires.
Last Thursday, a very special visitor toured the watch firm’s workshops. Swizz Beatz, born Kasseem Dean, rap artist and producer of well-known singers such as Beyoncé, Mariah Carey, Madonna, Britney Spears, Usher, Eminem and many others, had made the trip from the United States to the Vallée de Joux to experience a guaranteed change of scenery!
As a watch collector and an unconditional fan of Audemars Piguet, the star was able to admire the watchmakers’ know-how by touring the workshops of the new Manufacture des Forges in the company of Olivier Audemars, Member of the Board of Directors and descendant of one of the founding families; and of Nicolas Kappenberger, General Manager of the Swiss and Austrian market. Swizz Beatz thus enjoyed a chance to understand the technological and aesthetic developments that led to the creation of the Royal Oak Carbon Concept watch, which he has just purchased from the Austrian retailer Richard Karner and was officially handed over by the latter in the company’s Le Brassus premises.
Swizz Beatz was also treated to a preview of future Audemars Piguet models presented by Mr. Octavio Garcia, the brand’s Art Director, and which certainly caught the artist’s attention. The two men enjoyed a lengthy exchange of views on the creative process and the themes that inspire the birth of timepieces.
“Throughout the visit, I was impressed by the passion and the meticulous attitude pervading these premises, whether in designing a model or making a movement! Audemars Piguet truly embodies the perfect mix between respect for traditions, hand-crafted expertise and technological innovation. It’s an incredible honour for me to have personally met the watchmakers who created my watch!”
Life is particularly sweet at the moment for 31 year-old Swizz Beatz, who has established a solid reputation in the music industry and is newly engaged to the talented – and currently expectant! – songstress Alicia Keys. In parallel with his artistic activities, Swizz Beatz is involved with a number of humanitarian causes, including serving the United Nations as a “Music Ambassador for World Peace”. Like Audemars Piguet, Swiss Beatz has also been actively involved in raising funds to support the people of Haiti following the devastating recent earthquake. “Swiss Beatz is an exceptional personality, a rare combination of a highly creative artist and well-known producer, along with a warm, open and generous man who leverages his fame on behalf of the
underprivileged”, said Olivier Audemars after spending the day with the artist.
For a list of Audemars Piguet boutiques, click here.