Audemars Piguet once again demonstrated that fine watchmaking and music share the same heartbeat at this year’s Montreux Jazz Festival, with which the brand has been a Global Partner since 2019. On July 16, the Swiss Manufacture hosted the third edition of “Audemars Piguet Parallel,” its now highly anticipated musical interlude that has become a highlight of the festival.
Launched in 2022, the Audemars Piguet Parallel experience delivers a once-in-a-lifetime concert experience for contest winners from the Montreux Jazz Festival. This year’s edition was particularly symbolic, coinciding with its 150th anniversary, the Manufacture transformed a decommissioned thermal power plant in Vouvry, Switzerland, into an immersive sonic playground inspired by the world of watchmaking for nearly 1,000 guests.
True to its name, Parallel exists off the beaten path, both literally and figuratively. The location was kept secret until the last moment, preserving an air of mystery that has become synonymous with the event. Against the industrial backdrop of the aforementioned power plant, three world-class performances from Parisian deep house prodigy Alex Wann, French DJ Chloé Caillet, and South Korean house music superstar Peggy Gou, delivered sets that reverberated throughout the cavernous space, merging deep house, eclectic electro, and soulful techno into a complete experience.
“With Audemars Piguet Parallel, we continue to share our openness, passion and spirit of curiosity, while offering unforgettable experiences to the public. This year marks our 150th anniversary, and we’re thrilled to celebrate this milestone with the Montreux Jazz Festival audience,” explains Audemars Piguet’s Chief Executive Officer, Ilaria Resta.
Looking back over the years, Audemars Piguet has strengthened its ties with music through partnerships and initiatives, from the Montreux Jazz Digital Project (digitising UNESCO-recognised archives) to APxMusic, a programme that supports emerging talent. Collaborations with global icons such as Jay-Z, Quincy Jones, Mark Ronson, and RAYE, have further expanded its creative universe. Audemars Piguet Parallel is the natural expansion of this journey, where the boundaries between horology and sound dissolve into moments of pure emotion.
Overall, it’s safe to say that Audemars Piguet Parallel was more than a night of music. By transforming a dormant power plant into a cathedral of sound with rhythm and light, Audemars Piguet reminds us that time is not only measured in hours and minutes, but also in moments that ignite memory and emotion.
The spirit of nurturing musical talent, challenging creative limits, and uniting audiences in unforgettable experiences like the shared mission between the Manufacture and the Montreux Jazz Festival was palpable in every beat and every silence. In essence, these all remind us that artistry, whether in watchmaking or music, thrives when it dares to cross disciplines and reinvent traditions.
With this third edition, the series has evolved into an ongoing dialogue between sound and time, precision and improvisation, heritage and innovation, thereby establishing itself as a cultural beacon of its own. The Manufacture’s 150 years may mark a milestone in history. Still, with inspiring initiatives like Audemars Piguet Parallel, its rhythm is firmly set on the future, cementing the luxury Maison’s place not just as a watchmaker, but as a patron of creative expression.
