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Revisiting the movement of history


Audemars Piguet


Editorial concept
Artistic direction

We initiated a new editorial concept to replace the traditional product catalogue in order to forge links and inspire the Audemars Piguet community. The new magazine, Stories, becomes a showcase for shared stories that go beyond the world of watchmaking and offer another vision of the world and time.

One of the last independent watchmakers, Audemars Piguet has been infusing its native land with its avant-garde spirit for centuries. Admired the world over, their watches defy the laws of watchmaking and regularly set new records for complexity and elegance.



To present its collection, Audemars has a catalogue book. Composed of generic pack shot photographs, with no captions other than technical explanations, this tool is out of step with the brand’s standing and culture. In order to update it, Audemars Piguet wanted to turn it into a magazine.


How do you build a distinctive editorial line, consistent with the DNA of the company while integrating the promotion of its products?

For several weeks, The Be Dandy agency immersed itself in the world of Audemars Piguet. When we explored it, we discovered in particular the visceral bond that unites the company to people and the nature surrounding it. We put this eminently relational entrance key at the heart of the magazine we had to construct.
Stories, the name we suggested for this object, became the setting for shared stories that go beyond the world of watchmaking, offering another vision of the world and time.



Stories takes a lifestyle approach which is pioneering in the watchmaking world. It shows the product without an advertising pitch or demonstrative discourse. The narrative and emotional editorial line integrates the products into the history, expertise, meetings and innovation specific to the company.
Built on a simple principle, like the concentric shape of a watch, the magazine starts in Le Brassus before opening its circle to the world and returning to its native land, enriched by these discoveries.
The manufacture shows us what happens behind the scenes, its history, its artisans and its family, shares its values with a wider community and explores new horizons.
Detached from any commercial logic, the magazine is aimed at members of a community that is passionate about watches, travel, nature and beautiful objects… all things that go beyond the core business of Audemars Piguet and extend its power of seduction to new audiences. 
No need to be a watchmaking expert; Stories is above all about a state of mind.



Taking care over the paper, selection of photographs, choice of reports and interviewees, The Be Dandy agency designed the whole mock-up of the magazine and wrote some of its content for several issues to come.
Sobriety, naturalness and authenticity are the key words of this new medium which gives pride of place to visuals and uses words as so many emotions to express its historical attachment to people, artists, artisans, travellers and friends.

Revisiting the movement of history


Nurturing contact with the Audemars Piguet community while giving an air of novelty to its great classics. A wonderful way to revisit the movement of history.

Starting my brand from nothing, brand concept, graphic charter etc. It’s exactly what I was looking for. Excellent background and design work! I love it!

Laurence Rochat, Brand Ambassador – le 17 février 2021

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