Story Highlight
– John Mayer introduces Ilaria Resta at Dubai Watch Week.
– Audemars Piguet celebrates 150th anniversary with new watch.
– Documentary explores brand history and RD#5 timepiece development.
– Terminal 9 Studios produces film for Amazon Prime, Canal+.
– Cost of project estimated around £1 million for marketing.
Full Story
John Mayer, the acclaimed Grammy-winning musician, took to the stage to introduce Ilaria Resta at Dubai Watch Week, reminiscent of a polished late-night show host. The event celebrated Audemars Piguet’s 150-year legacy, with the brand’s CEO poised to unveil the RD#5 Royal Oak Extra-Thin Selfwinding Flying Tourbillon Chronograph to an eager audience.
However, before diving into the details of this intricate timepiece, the presentation took a detour through the company’s rich history, adopting a documentary style popularized in the 2020s. This cinematic approach, akin to high-quality Hollywood productions, is part of Terminal 9 Studios’ ongoing series, “Inside the Dream,” which aims to elevate promotional content beyond mere YouTube fare.
The French production company has previously directed episodes spotlighting brands such as Bulgari, Dior, and Mandarin Oriental hotels. Terminal 9, which identifies itself as a storyteller for brands with global significance, tells the Audemars Piguet narrative in a visually striking 53-minute format. The film is distributed by Terminal 9 and is accessible on Amazon Prime and Canal+, where it is tagged as a documentary, albeit without any indication of its promotional nature.
In a landscape where many documentaries blur the lines with advertising, notable figures like Meghan, Duchess of Sussex, and Victoria Beckham have pioneered this commercial medium, which has transformed into a new form of storytelling.
A teaser for the documentary on Amazon Prime evokes a blend of intrigue and thrill, suggesting it delivers a unique insight into the world of luxury watchmaking. It states, “A secret and codified world, haute horology rarely invites cameras behind the scenes. For the first time, Audemars Piguet opens its doors, unveiling the creation of a unique timepiece [the RD#5]. In the heart of the Vallée de Joux, designers, artisans, watchmakers and engineers come together to push the limits of their craft and bring an exceptional watch to life.”
Some segments of the film delve into intricate technical discussions, including a new rack and pinion system employed in the RD#5’s chronograph function. Wei Koh, founder of Revolution magazine, makes an appearance to discuss the innovative mechanics behind this sophisticated timepiece.
Ilaria Resta, who transitioned to Audemars Piguet from outside the watch sector, has emphasized storytelling and human connections as central themes for the brand’s future. She narrates a vivid recounting of the company’s 150-year history, showcasing its origins and the legacy upheld by direct descendants of co-founders Jules Louis Audemars and Edward Auguste Piguet.
The film further intertwines narratives on the RD#5’s development, illustrating how a century and a half of watchmaking expertise has culminated in this remarkable creation. Midway through the documentary, John Mayer introduces Raye, another brand ambassador, adding an extra layer of star power to the project.
Last year, Mayer and Raye collaborated on an original song titled “Suzanne,” which Raye performed at the Montreux Jazz Festival, an event sponsored by Audemars Piguet. The documentary is replete with stunning visuals of the Vallée de Joux’s picturesque landscape, alongside a historical look at the region’s roots in clockmaking, initiated by French farmers during harsh winters.
The artistry behind Audemars Piguet’s watches is examined, shedding light on their dial designs, case surfaces, and angles. The film contrasts these traditional crafts with the absence of heavy automation often seen in watch production, instead showcasing watchmakers in their workshops, supporting a narrative of human craftsmanship.
The documentary concludes with a striking visual of the RD#5, completed and ready for market, featured as part of a limited edition of 150 units, underscoring the film’s overarching theme. In today’s blurred lines between journalism and marketing, this documentary represents a significant investment for Audemars Piguet, reportedly around £1 million as speculated by media analysts familiar with Terminal 9’s production costs. Watch enthusiasts may find this documentary to be a worthwhile 53-minute exploration.
