American music producer and rap artist Swizz Beatz paid a visit to the Manufacture in Le Brassus in Vallée de Joux, Switzerland, to discover the workshops and the people who make the Audemars Piguet timepieces he so greatly admires.
As a watch collector and an unconditional fan of Audemars Piguet, Swizz Beatz (pictured above, right) was able to admire the watchmakers’ know-how by touring the workshops of the new Manufacture des Forges with Olivier Audemars (pictured above, left), a member of the board of directors and descendant of one of the founding families, and Nicolas Kappenberger, general manager of the Swiss and Austrian Audemars Piguet (Marketing) SA.
The celebrity producer and rap artist has worked with artists such as Beyoncé, Mariah Carey,
Madonna, Britney Spears, Usher, Eminem and many others.
During his visit, Swizz Beatz enjoyed a chance to understand the technological and aesthetic developments that led to the creation of the Royal Oak Carbon Concept watch, which he just purchased from the Austrian retailer Richard Karner. Swizz Beatz was also treated to a preview of future Audemars Piguet models presented by Octavio Garcia, the brand’s art director (pictured below, left).
“Throughout the visit, I was impressed by the passion and the meticulous attitude pervading these premises, whether in designing a model or making a movement,” Swizz Beatz said. “Audemars Piguet truly embodies the perfect mix between respect for traditions, hand-crafted expertise and technological innovation. It’s an incredible honor for me to have personally met the watchmakers who created my watch.”
Life is particularly sweet at the moment for 31-year-old Swizz Beatz, who has established a solid reputation in the music industry and is newly engaged to the talented — and currently expecting — songstress Alicia Keys. To offset his artistic endeavors, Swizz Beatz is involved with a number of humanitarian causes, including serving the United Nations as a “Music Ambassador for World Peace.” Like Audemars Piguet, Swiss Beatz has also been actively involved in raising funds to support the people of Haiti following the devastating recent earthquake.