The New Audemars Piguet collaboration is finally here

Our favorite Swiss watchmaker is announcing their new collaboration with the Berlin-based music label, Keinemusik…

 

This time, they decided to take a different approach, celebrating their new partnership by throwing a party at the Bürgenstock resort in the Swiss Alps.

 

We all know that AP is a somewhat atypical luxury watch brand, gaining this reputation thanks to the previous CEO, François-Henry Bennahmias, who was well-known in the industry for making the Haute Horlogerie also accessible and trendy for the youth.

 

Photo source: Audemars Piguet

 

And even today, when AP has a new CEO, the brand still knows how to stay on top of mind with amazing collaborations and clever marketing.

 

This time, they took it even a step further by deciding to collaborate with a Berlin-based music label Keinemusik, which is known for its amapiano and tech-house record.

 

What is Keinemusik?

 

Keinemusik (German for “no music”) is a famous German label founded by a talented Berlin DJ going by the name Rampa, who saw a meteoric rise in fame thanks to his unique approach to house techno.

 

Photo source: Audemars Piguet

 

Rampa sold out concerts all around the world but also produced some music with famous artists like Drake, but it hasn’t always been like that.

 

The label was founded in 2009, but before its rise to fame, Rampa struggled a lot to get his well-deserved renown.

 

But that all changes now.

 

Photo source: Audemars Piguet

 

Why is AP doing a collab with Keinemusik?

 

Now we’re getting to the point: Why would even AP do a collab with a German DJ?

 

The theme of the party was “Time is relative when you’re having fun”, which perfectly summarises Rampa’s journey of doing what he loves without being recognized for it for so long.

 

Photo source: Audemars Piguet

 

Rampa describes their growth since then as “slow-time”, comparing their precise and detailed approach to producing tracks to the craftsmanship of an Audemars Piguet watch itself.

 

For him, there’s no better feeling than when all the parts come together like clockwork, which resonates with AP.

 

This is yet another cultural collaboration for the luxury watchmaker, who again shows us that they understand their audience and break from the stigma that high-end timepieces are only for a certain group of people.

 

Photo source: Audemars Piguet

 

AP believes their watches are for everyone, whether you’re an heir to a business empire or a rising talent in a techno space.  

 

The party was an extravagant announcement of their collaboration with Keinemusik, and by then, time was certainly starting to feel relative.