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Audemars Piguet Parallel at Montreux Jazz Festival
Amplify + Audemars Piguet electrifies a derelict power plant with a spectacular musical experience during Montreux Jazz Festival, showing that the most powerful experiences happen when sound, time and place collide.
Challenge
We needed to reinforce Audemars Piguet’s positioning in the music industry through a once-in-a-lifetime experience during the Montreux Jazz Festival. We needed to do this with an immersive and never-seen-before music experience.
Insight + Strategy
The legendary Montreux Jazz Festival is famous for its location on Lake Geneva and its world-class line-ups, attracting music lovers from around the globe.
Audemars Piguet is known in the music world for collaborations with artists like Travis Scott, Mark Ronson, Keinemusik, Raye and Black Coffee, but the brand wanted to take its connection to the next level with an immersive experience that surpassed the impact of previous partnerships. Montreux Jazz Festival, just a short distance from its Le Brassus headquarters, was the perfect stage for this.
Our goal was to capture the magic of Montreux Jazz Festival through the lens of Audemars Piguet. We aimed to merge the stunning scenery with the thrill of live music, crafting a moment that reflected the brand’s craftsmanship and unique character, bringing about exceptional encounters and connections.
Solution
At the 2025 Montreux Jazz Festival, Audemars Piguet made a powerful cultural statement with Parallel, a two-part, immersive experience that seamlessly fused watchmaking, music and design. Bold, beautiful and emotionally resonant, the experience embodied the Festival’s core values of craftsmanship, character and connection, values shared with Audemars Piguet.
Part 1 – Parallel Touch Point
Set within a sculptural structure on the shores of Lake Geneva, guests were drawn into a gamified, hands-on sound experience. At the heart of the activation were bespoke DJ decks, custom-designed to mirror the intricate mechanics of a watch. Guests could mix and manipulate sounds, creating their own electronic tracks in a symbolic reflection of how gears and components work in harmony to keep time.
This poetic parallel between horological craftsmanship and musical creativity offered more than play; it forged emotional connection. An ‘edutainment’ layer revealed AP’s longstanding involvement in the world of music, while participation gave guests the chance to win entry to an exclusive mountaintop performance.
Part 2 – Parallel Performance
That once-in-a-lifetime concert took place in an abandoned power plant perched high above Montreux. Revived for one night only, the raw industrial space became a living, beating heart of music and light. Headlined by Peggy Gou alongside Alex Wann and Chloé Caillet, the performance featured a kinetic lighting sculpture suspended above the DJ booth, its moving parts referencing the synchronised motion of a fine mechanical watch.
The immersive experience brought Audemars Piguet’s craftsmanship and unique character to life in an unforgettable setting, sparking rare moments of connection between people, place and sound.
By reimagining timekeeping as rhythm, and watchmaking as performance, Audemars Piguet embedded itself into the cultural DNA of the Montreux Jazz Festival, not simply as a sponsor, but as a true creative collaborator.