Influencers have a huge impact on marketing and advertising products. They are particularly sought after in these days of social media. In the world of haute horlogerie, celebrities have a long history of endorsing and even helping to develop fine timepieces.
Audemars Piguet are no exception and some of their ambassadors from the sporting arenas are truly record-breaking legends. They can be called the perfect partners for the Swiss watchmakers with the slogan: ‘To break the rules, you must first master them.’
This is a brand with a host of firsts when it comes to designing and crafting luxury watches and their complications. They’re constantly seeking to surpass technical and theoretical boundaries, plus pride themselves on their love of creativity and independence.
These are values that are displayed and much admired in the following friends of Audemars Piguet:
Leo Messi visits Audemars Piguet in Le Brassus, Switzerland | Video
Some consider him the G.O.A.T. - greatest of all time. Football is about opinions so, not everyone will agree but, there’s no doubt he’s one of the best players in the long and rich history of the beautiful game. This December, Messi broke Pele’s long-standing record of 643 goals for the same club with a strike for his beloved Barcelona FC.
Since debuting for the Catalan giants as a 17 year-old in 2004 against Espanyol, Messi has been relentless in his pursuit for the game’s biggest titles. He’s been one of the leading figures in what has proved the most successful era in the club’s history, including the spell when Pep Guardiola managed the team.
Messi’s career for the Blaugrana has so far included 10 La Liga titles, four Champions League wins, six Copa Del Rey victories and three World Club Cup titles. He’s won a record six FIFA Ballon d’Ors, as the world’s best player in that time, proving beyond doubt he played a prominent part in his club’s unprecedented success.
As well as the record haul of goals, Messi has so far contributed 279 goal assists, showing his unselfishness and also his vision and excellent passing ability. His legacy includes six times Champions League top scorer, six times Golden Shoe winner and an Olympic Gold at the Beijing Games.
His incredible stats mean he will forever be seen as one of the greatest players but tells only part of his story. Messi’s playing style, the immaculate close control and technique, precision free-kicks, plus his flair, creativity and imagination are seldom seen on a football pitch. He’s been at the top of his sport throughout his whole career, a longevity most other greats never matched.
These are also values he shares with Audemars Piguet, who he’s endorsed for a decade. Their partnership has produced the Royal Oak Leo Messi, a limited edition of 500 pieces. It features a selfwinding chronograph with date display and small seconds at 6 o'clock. The case is stainless steel, with a tantalum bezel, brushed anthracite dial and anthracite strap.
Audemars Piguet could not have picked a better ambassador. The naturally gifted, yet humble Argentinian said of their allegiance:
‘Family values are important to us and working with such an important brand as AP which is a family and a human-faced company. I completely identify with those values and I liked that from the beginning.’
Serena Williams "If", Audemars Piguet | Video
The American is considered by many to be the best ever female tennis player. And, it’s easy to see why. After winning her first Grand Slam title, the US Open in 1999, she went on to win 23 major singles titles, a record in the Open Era. She conquered Wimbledon and Melbourne seven times each, six victories in New York and three French Open titles on the clay courts in Paris.
Williams twice held all four of these titles, part of her phenomenal haul of 39 Grand Slam titles in singles, doubles, and mixed doubles combined. This is another record among tennis players actively competing. Along with her older sister Venus, she claimed all four Grand Slam women's doubles titles simultaneously.
Her accomplishments took her to the summit of her sport, the No. 1 ranking female player, on eight different occasions. Audemars Piguet accompanied Williams on part of her record-breaking journey, producing an ingenious advertising campaign inspired by the Rudyard Kipling poem, If.
A verse from this poem also features on the wall of Wimbledon’s Center Court players’ entrance: ‘If you can meet with Triumph and Disaster and treat those two impostors just the same…’.
She was part of the advertising campaign for the watchmaker’s 11.59 collection too. Williams talks about her ambition and drive and quotes:
‘I wanted to win multiple Grand Slams and prove to myself I can reach higher goals. Never be satisfied… How do I improve? How do I do better?’
That sense of achievement, yet still looking for the next challenge and improvement, applies to both this legendary tennis player and the Swiss watchmakers she endorses.
The brand from Le Brassus who pride themselves on innovation, creativity and excellence struck gold when signing with Serena Williams and Leo Messi. Just like the fine timepieces created, these sports stars redefined success in their fields, with legacies to last a lifetime.
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