Audemars Piguet kicks off the 40th anniversary of its revolutionary Royal Oak with a slick, new campaign and a travelling exhibition. Interestingly, the brand has also dedicated a limited-edition timepiece to cricket great, Sachin Tendulkar.

by Anita Khatri

Launched in 1875, Audemars Piguet is among the oldest fine watchmaking companies in the world, and is the only one that has not left the hands of its founding families. Its latest campaign declares that in order to break the rules, you must first master them. Forty years ago, Audemars Piguet broke all the rules of fine watchmaking when it introduced the groundbreaking Royal Oak, the first sports watch in Haute Horlogerie. Today, the distinctive design of the Royal Oak – octagonal bezel secured by eight hexagonal screws – has become synonymous with the brand. Therefore, the Royal Oak can be rightfully said to be a revolutionary piece for Audemars Piguet. This year, the iconic Royal Oak completes 40 years, and the occasion will be celebrated with an exhibition that will travel the globe. To mark the historic moment, 40 platinum, limited-edition pieces of the open-worked extra thin Royal Oak will be created.

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