In the era of bloodless AI perfection, Audemars Piguet is embracing the humanness of artisan craftsmanship in its newest campaign with Bonjour Paris. The brand is reminding us of the intricacy of watchmaking, honoring the heritage of Swiss watchmaking and forging designs that are deliberate, artful, and tastefully contemporary.

The collection itself constitutes 10 brand-new timepiece models, each embodying the prestige and intentionality of Swiss Manufacture. Every single facet of the collection imbues each watch with meaning: the manually installed crown pieces personalize the use of each watch, the precisely integrated jewel bearings render profound specks of light, and each bezel epitomizes the poetry of luminescence.

The campaign establishes the profundity of the collection, capturing the interplay between motion and light to demonstrate the depth of the timepieces. Shot by Laziz Hamani, Adrien Sgandurra, and directed by Daniel M. Cox, Bonjour Paris used Cinemotion technology to highlight the meticulousness of real human craftsmanship. The production utilized 360° vision, dynamic camera movements, and four sets to fully capture the minute details of each timepiece. Through the dynamism of the campaign, each watch exceeds ornamentation.

Every facet of each watch takes on its own life in this new collection: material manifests into intricate construction, reflections reveal the interplay between light and shadow, and each shape of the watch encapsulates Audemars Piguet’s pristine aesthetic.