When time becomes artAudemars Piguet celebrates craftsmanship and artistic creativity through an exceptional watch exhibition
The concept of time was the center of the exhibition held by Audemars Piguet from April 6th to 10th in the 2011 edition of ZONA MACO, in the Banamex Convention Center in the heart of Mexico City. Zona Maco is an international contemporary art fair dedicated to contemporary art and its diffusion in society and the biggest art fair in Latin America with over 30’000 visitors and more than 90 exhibiting galleries coming from Latin America, the US and Europe (including David Zwirner from NYC, Max Wigram from London, and Hauser & Wirth from Zurich).
Audemars Piguet, renowned for its spirit of independence, decided to collaborate with Zona Maco, and the parallels between Haute Horlogerie and contemporary art are multiple. In particular, both master the use of raw material and follow a creative process sparked by the very intimate and personal inspiration of its designers. Octavio García, the brand’s Chief Artistic Officer, came especially for the occasion from Switzerland to Mexico to present in exclusivity the new timepieces of the Swiss Manufacture in a remarkable installation honoring the art of watch making.
The exhibition gathered 15 of the brand’s most recent timepieces brought from the Vallée de Joux to Mexico, among which one could admire the Royal Oak Grande Complication featuring a perpetual calendar with week indication, the latest Royal Oak Offshore models 44mm and the redesigned Jules Audemars collection. However, the masterpiece of this exhibition was without a doubt the new Millenary 4101, revealing through its design and technical performance the unique savoir-faire of Audemars Piguet.