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As it celebrates its landmark 150th anniversary, Audemars Piguet is turning up the volume on its creative expression.
From the inception of the Swiss Haute Horlogerie house, there has been a creative intersection between sound and watchmaking, which has been exemplified at the Montreux Jazz Festival for over 15 years, and this year, the Maison is returning for its third edition of Audemars Piguet Parallel at the festival on July 16.
What exactly does it entail, you ask? Well, it’s arguably one of the most notable days at the Montreux Jazz Festival, which, in turn, is one of the most revered events in the global music calendar.
An electrifying night awaits as international icons Peggy Gou, Alex Wann, and Chloé Caillet take to the stage at a secret location, to be revealed only at the last moment.
Set to be an event rooted in surprise, sound and shared energy, Audemars Piguet Parallel continues to evolve as a cultural fringe feature of Montreux, offering an unconventional, emotionally charged counterpart to the main festival.
First debuting in 2022, the Audemars Piguet Parallel experience has transported audiences to unexpected venues across the region – from mountain tops to moody, industrial spaces – for once-in-a-lifetime performances.
Previous years have seen acts including Black Coffee, The Blaze, Arlo Parks and more, performing for intimate crowds as part of the Montreux Jazz Festival calendar, with each set affirming the brand’s commitment to meaningful connection through music.
As Audemars Piguet celebrates its 150th year, this year’s event is set to be a high-octane evening of innovation and emotion, making it extra special as an ode to the Swiss Haute Horlogerie house.
With just around 1,000 tickets available, this intimate musical showcase, championed through the APxMusic programme and the Montreux Jazz Festival, it’s a chance to step into the house’s creative world where music and watchmaking meet.
Speaking on this one-of-a-kind evening between AP and the Montreux Jazz Festival, Mathieu Jaton, the festival’s CEO, described it as “bringing a distinctive, intimate and spectacular dimension” to the event.
“Driven by shared values of expertise, authenticity and innovation, our collaboration with Audemars Piguet brings rare, precious moments to life. The Audemars Piguet Parallel nights offer extraordinary experiences – thanks to the calibre of artists and the originality of venues,” he added.
The Montreux Jazz Festival was founded in 1967 by Claude Nobs, who was a trailblazer in music not only in Switzerland, but the globe over. Over the years, the festival has welcomed Quincy Jones, Sting, David Bowie, Ella Fitzgerald, Nina Simone, Prince and many more.
And now the Swiss watchmaker, which has been a part of the festival for 15 years, continues to aim to create immersive moments steeped in culture and music, as Audemars Piguet CEO Ilaria Resta explains.
“Our ambition has always been to create emotional, immersive moments that live far beyond the night,” she says. “Music has the power to spark emotion and forge connection – qualities that sit at the heart of our APxMusic programme.”
Audemars Piguet Parallel, as well as the haute watchmaker itself, isn’t just a celebration of music – it’s a celebration of time, talent, and the ties that bind us.
