June 10, 2013 5:58:00 PM UTC

Audemars Piguet Inaugurates Collectors Lounge at Art Basel’s 2013 Show in Basel

Since its establishment in 1875, the Swiss luxury watch manufacturer Audemars Piguet has sought to integrate creative vision with superb artistry and technical mastery. Still in the hands of its founding families, Audemars Piguet continues to pursue its commitment to innovation and has recently announced a long-term partnership with Art Basel, as a global Associate Partner with a presence at Art Basel shows in Basel, Miami Beach and Hong Kong.

  • Audemars Piguet celebrates its debut  at Art Basel Hong Kong
    Images and a New Portfolio of Photos by Dan Holdsworth with Depictions of Audemars Piguet’s Home in the Vallée de Joux, to be Showcased in the Collectors Lounge.
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From 13 -16 June, Audemars Piguet will welcome guests to a dedicated space within the show’s Collectors Lounge at Art Basel in Basel, which will showcase works by acclaimed British photographer Dan Holdsworth, recognized for his striking depictions of natural landscape, whom Audemars Piguet has invited to document the Vallée de Joux, the company’s home base and one of Europe’s remote and pristine forest regions.

In a series of spectacular images, Holdsworth has captured the valley in its stillest hours, under moonlight and partially obscured by mist, conveying the wonder of the ancient forests and glacial topography that have evolved over millennia. The photographs evoke the timeless spirit of the Vallée de Joux, introducing the viewer to a little-known but captivating region that has played an influential role in shaping the story of Audemars Piguet and the development of fine watchmaking.

To celebrate Holdsworth’s project, Audemars Piguet has created three collectors’ wooden boxes, each containing ten limited-edition prints of his images of the Vallée de Joux. The first box will be unveiled at Art Basel in June and will then travel to Art Basel Miami Beach before returning to the Audemars Piguet museum in Le Brassus.

In addition, Audemars Piguet has printed an exclusive set of 1,000 books, illustrated by Holdsworth, with information on Audemars Piguet and the Vallée de Joux.

The Audemars Piguet lounge in Basel will feature a selection of exceptional historic and contemporary timepieces. The presentation will include highlights from the 2012 touring exhibition, “From Avant-garde to Icon,” which celebrated the 40th anniversary of Audemars Piguet’s stainless steel Royal Oak model, a timepiece that revolutionized fine watchmaking. At Art Basel, visitors will view a historic display featuring this and other classic pieces from the brand’s 138-year history. A watchmaker’s bench and guided tours by watch specialists will complement the experience.

Commenting on the new partnership, Jasmine Audemars, Chairwoman of the Board of Directors said, “This new partnership with Art Basel offers us the perfect opportunity to celebrate our heritage as a family-owned company with a long standing history committed to the finest traditions in watchmaking alongside our continued spirit of independence. We are delighted to be showcasing Audemars Piguet’s spirit through Dan Holdsworth’s striking images of our home, the Vallée de Joux, to art enthusiasts”.

Audemars Piguet initiated its partnership with Art Basel at Art Basel’s show in Hong Kong, in May 2013.  It will join Art Basel at Miami Beach from 5 to 8 December, 2013.