In the last decade, Audemars Piguet has strategically embraced collaborations with leading figures from fashion, music, and sport to rejuvenate its image and expand its appeal. These partnerships have allowed the brand to blend traditional haute horologerie with contemporary global cultural influence, sparking enthusiasm not only among long-time collectors but also among a younger generation of watch enthusiasts. By joining forces with creatives and athletes whose style and personality resonate globally, AP has amplified its relevance in modern luxury culture.
Tamara Ralph: Haute Couture Meets Haute Horlogerie
Among the brand’s most refined partnerships is the collaboration with fashion designer Tamara Ralph, resulting in the Royal Oak Concept Flying Tourbillon “Tamara Ralph” Limited Edition.
Made in 18-carat pink gold with a frosted finish and a color palette ranging from bronze to gold, the model debuted during Paris Haute Couture Week and represents an elegant synthesis of craftsmanship and couture artistry.
Travis Scott: Street Culture and High Complications
Audemars Piguet’s crossover into contemporary music culture became especially notable through its collaboration with Travis Scott. The result was the Royal Oak Perpetual Calendar Openworked “Cactus Jack” Limited Edition, featuring the brand’s first brown ceramic case and numerous design elements taken from the Cactus Jack visual language, such as the stitched-mouth moon phase and hand-drawn typography.
Its openworked Calibre 5135 and luminescent details further emphasize the blend of technical excellence and modern cultural identity.
Jay-Z: A Pioneer in Music Collaborations
Before the era of crossover partnerships became widespread, Jay-Z opened the door with his influential collaboration, which produced the Royal Oak Offshore Jay-Z 10th Anniversary Limited Edition.
Crafted in platinum and limited to just 20 pieces, it features a deep blue dial, a diamond marker at 10 o’clock, and Jay-Z’s engraved signature on the caseback. This groundbreaking partnership established AP as a brand that understands and embraces cultural icons.
John Mayer: Musician, Collector, and Creative Conduit
John Mayer’s deep appreciation for horology made his collaboration with AP particularly impactful. His Royal Oak Perpetual Calendar “John Mayer” Limited Edition, crafted in white gold and limited to 200 pieces, stands out for its “Crystal Sky” dial composed of embossed crystalline motifs.
The model marks the final use of Calibre 5134 and aligns with Mayer’s appointment as “Creative Conduit” for the brand, highlighting a partnership that merges technical mastery with aesthetic depth.
LeBron James: Athletic Excellence in Watchmaking Form
In the world of sports, the collaboration between AP and LeBron James produced the Royal Oak Offshore Chronograph LeBron James Limited Edition.
Limited to 600 pieces, the watch combines pink gold, titanium, grey ceramic, and even diamond details on the pusher, perfectly reflecting the athlete’s distinctive blend of power and elegance.
Serena Williams: Ambassador of Strength, Style, and Modern Luxury
While not tied to a co-designed watch model, Serena Williams has played a crucial role as a long-standing Audemars Piguet ambassador. She became the face of the brand’s striking Diamond Outrage watch, an extravagant, spiked, diamond-set haute joaillerie timepiece that reflects her bold and uncompromising personality.
Her partnership with AP, active since 2014, underscores the brand’s alignment with strong, influential figures whose style transcends sport.
Serena continues to showcase AP’s creations at major global events, recently wearing a Royal Oak Offshore Lady Chronograph at the 2024 Grammys, reinforcing her role in bringing AP’s craftsmanship to a wider, fashion-forward audience.
Conclusion: Exclusivity Through Creative Synergy and a Fresh Appeal for a New Generation
Together, these collaborations have injected fresh energy into the Audemars Piguet universe, allowing the brand to connect with a broader, more diverse audience. By engaging figures who shape contemporary culture, AP has strengthened its identity as both a guardian of traditional haute horologerie and an active participant in modern creativity.
Each collaboration, often culminating in rare, limited-edition pieces, reinforces the exclusivity and desirability of the Audemars Piguet name. These partnerships do more than produce collectible timepieces: they embody the intersection of precision, artistry, and cultural influence, ensuring that the brand continues to captivate established connoisseurs and new generations alike.
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