Audemars Piguet makes major foray into art

LUXURY watch brand Audemars Piguet is the latest company to sink its teeth into the contemporary art scene. At its Art Basel VIP booth designed by hotshot designer Mathieu Lehanneur, the 141-year-old watch brand launched the new Audemars Piguet Art Commission, which will support the creation of one major artwork annually by an emerging or mid-career artist.

Chief marketing officer Tim Sayler said: "There are many parallels, links and connections between the world of watchmaking and the world of art. We want to inspire art collectors with our renowned watches ... But looking at it from the other perspective, we also want to be inspired by artists, to have a stimulus, to understand how they think."

Source of inspiration