Audemars Piguet CEO François-Henry Bennhamias today introduced the new Audemars Piguet ambassador, Indian actor and producer Frieda Pinto, to the international press in Paris, along with the official launch of the new Millenary collection unveiled during SIHH 2015, this past January in Geneva.
Producer, female activist, women’s rights defender, Pinto does it all but doesn’t like to be asked about the watch sitting on her left wrist. “None of those answers can be expected from me!” she said of the new Audemars Piguet Millenary Ladies timepiece set with diamonds.
Already, we had spotted Freida Pinto with Audemars Piguet during Art Basel Miami in 2014, talking watches with Bennhamias. Which model they were discussing that afternoon, remains a mystery though.
Bennahmias himself joked about how he will keep all of the journalists sitted in the boiling heat of the press conference until they understood the reasoning behind the new timepiece. But as we saw earlier this year, the watch speaks for itself.
François-Henri Bennahmias presented a new advertising campaign made by fashion photographer David Bailey and directed by film director Baillie Walsh, where Belgian model Anouck Lepere- Belgium embodies the brand’s famous motto: ‘There are exceptions to every rule.”
Before dinner, Jerry Strafford, stylist and creative consultant was once again chosen by Audemars Piguet to front its campaign. He said watches were once a fashion shoot nightmare but the rising demand for timepieces has since resulted in better editorial. Today, the challenge is to reflect the complexity of the watch visually.
The new ambassador, new advertising campaign, and new collection were later that day presented at the gala dinner hosting over 200 people at the Carreau du Temple including celebrities such as Olivia Palermo, Omar Sy, Caroline de Maigret, Elie Saab and Freida Pinto later found herself at the center of the dancefloor thanks to DJ Nora en Pure.