Audemars Piguet has announced it will become a global associate sponsor for the Art Basel shows in Hong Kong, Basel and Miami Beach, as of 2013.
The Swiss watch brand will host visitors in the fairs Art Collectors Lounge where it will feature a specially curated exhibition of timepieces that it hopes will immerse visitors into the métiers and the history of the brand.
Audemars Piguet is also planning to develop additional special events and activities in collaboration with leading artists throughout the duration of the fairs.
Earlier this year, the watch maker organized a traveling exhibition to celebrate Royal Oak’s 40-year anniversary, which included an exhibition of 100 timepieces that underscored Audemars Piguet’s origins and artistry.
Promoting the watch maker’s links with the arts, the exhibition also included a sculptural and soundscape installation by New York-based French artist Sebastien Leon Agneessens, a large installation by digital artist Quayola and photographs by Dan Holdsworth documenting the Vallee de Joux in Switzerland.
AS first published in Artinfo.com