Dubai –Swiss Haute Horlogerie manufacturer Audemars Piguet kicks off the 50th anniversary celebration of its iconic Royal Oak – which was officially launched on 15 April 1972 at the Basel Fair – with the reveal of the brand’s first dedicated installation located at the heart of The Dubai Mall in the Fashion Avenue Atrium, where it will stay until 24 April 2022. The first in a series of public immersive sensory experiences and events taking place between April and September in key cities around the world, the edutainment platform offers a journey into the Royal Oak’s multifaceted world through an experiential overview of its 50 years of design and technical innovation.
Dedicated Royal Oak anniversary immersive installation, The Dubai Mall © Courtesy of Audemars Piguet
WORLDWIDE ANNIVERSARY CELEBRATIONS
The in-situ Dubai Mall installation invites visitors to dive deep into the Royal Oak’s cultural universe and follow the journey of this timepiece from its first inspirations to its evolving conversation with the larger cultural world. Its 5-decade history is presented through surprising and immersive edutainment content inspired by the Royal Oak’s multiple facets, past, present and future, and the daring vision that has animated it since its inception. A display of contemporary and heritage timepieces will complement the experience. Visitors will also be able to test their knowledge of the Royal Oak and of the brand as a whole through an entertaining digital challenge. Additional immersive experiences will be available to the public in Zurich from 6 – 12 May, in New York City from 19 – 25 May and in Shanghai in July.
The Royal Oak’s anniversary is concurrently celebrated in Tokyo, Hong Kong and London with a series of local pop-up exhibitions, which echoes the youthful spirit of the sensory in-situ installations. These pop-up exhibitions on view from April through September follow the Royal Oak’s evolution within the watchmaking landscape and beyond through a display of contemporary and heritage timepieces spanning the collection’s history.
Lastly, exclusive dinners are taking place in major hubs including Singapore, Taipei, Bangkok, London and Turin, where clients and collectors are invited to exhibit their iconic Royal Oak timepieces alongside a selection of models from the Heritage collection.
“We are delighted to celebrate the Royal Oak’s 50th anniversary with our community and watch lovers worldwide. This icon is 50 years young today! It is this incredible youthful spirit that has driven its evolution since the beginning, keeping it ahead of its time.”
François-Henry Bennahmias
Chief Executive Officer, Audemars Piguet
A TRIBUTE TO THE ROYAL OAK’S OFFICIAL LAUNCH
The Royal Oak designed by Gérald Genta for Audemars Piguet was revealed on April 15, 1972, at the Basel Fair. This avant-garde timepiece created a stir with its large body of hand-finished stainless steel, its octagonal bezel secured with visible hexagonal screws, its highly stylised integrated steel bracelet and its extra-thin selfwinding mechanism. Despite its controversial beginnings, this watch combining sportiness with ancestral expertise ushered in the beginning of a new fine watchmaking era in tune with changing lifestyles. A true blend of ancestral craftsmanship and technological advances, the Royal Oak has been a canvas for design innovation ever since.
50 years on, over 500 Royal Oak models have been created, showcasing different sizes, materials, styles and movements, all contributing to turning this iconoclast into a cultural icon within and beyond watchmaking. Today, the 50th anniversary festivities bring watch enthusiasts together to pay tribute to this timepiece’s remarkable history and youthful spirit, which continues to inspire people across fields of creative practice.
“Born in Le Brassus, raised around the world.”
ROYAL OAK’S EXHIBITION INFORMATION
Immersive installations
The Dubai Mall, Dubai April 15 – 24
Central Station, Zurich May 6 – 12
Taikoo Li Qiantan Plaza, Shanghai July
Hudson Yard Main Plaza, New York May 19 – 25
Pop-up exhibitions
Harrods, London April 4 – 29
21_21 Design Sight, Tokyo April 15 – June 6
West Kawloon, Hong Kong September