Fifty years ago, Gérald Genta designed the iconic Royal Oak for Audemars Piguet. Now Audemars Piguet and Wristcheck are giving you a chance to put your own stamp on this classic – they have launched a design contest where each winner, where their design is feasible, can have his or her creation made into an actual watch.
When I first heard about this contest, I really didn’t believe it. Austen Chu of the watch platform Wristcheck tried to tell me about his plans earlier this year at the Hotel des Horlogers designed by Bjarke Ingels in Le Brassus. Despite my lack of confidence, I encouraged him, but ultimately filed it in the “cool ideas that will never come to fruition” drawer of my brain, along with bottomless martinis and painless Bottega Veneta boots. I’m still waiting on those last two. But the Royal Oak design competition is happening.
The “Your Take on Royal Oak” contest, launched today, is open to anyone who wants to submit a design. There are no restrictions on colors, materials, or complications. Everything, however, must be done within the iconic octagonal frame. This is still a Royal Oak competition – no coloring outside the lines of the Genta, please. Chu and replica Audemars Piguet‘s CEO François-Henry Bennahmias will select the three winning designs.
“In today’s world, we can see that talent, passion, engagement, and commitment from everywhere are welcome,” Bennahmias told me.” And we know that a new generation is very passionate about these types of things. What better way to get people involved, young and old, than with Royal Oak’s 50th anniversary, which has the potential to give us the ideas of the century.”
The contest came about through a Zoom conversation Chu and Bennahmias recorded for the Wristcheck YouTube channel in February of this year.” We could actually launch a worldwide contest or survey to see what information people would like to see on their watches,” Bennahmias said at the time. He went on to say.” Let’s do this; let’s do this right now. You’re going to be absolutely bombarded. Good luck, Austin.”
The move feels very Benamias: bold, liberal, and entirely in keeping with the spirit of the Associated Press. It’s also characteristic of the 25-year-old Chu, who is in tune with the watch collecting community and understands what drives the new and young collector community.” This is an incredible initiative for the community,” Chu said on YouTube.” The future of luxury lies in transparency and experience. Everyone wants to feel involved in the process.
The idea is to democratize watchmaking and allow for a creative agency in a space that is usually hidden within the impenetrable confines of the Swiss mountains.
In my opinion, Royal Oak – especially compared to some of its competitors – remains forever young, because AP recognizes the need to move forward. Upon its release half a century ago, the Royal Oak set the standard for rebellion in best replica watches design – it was a “lifestyle” watch designed during a turbulent period of anti-luxury and anti-establishment. By fostering relationships with athletes and musicians, Benamias preserved this spirit and created a crossroads between serious watchmaking culture and youth culture long before it was commonplace in the watch industry.
Chu understands very well the spirit of the horological zeitgeist and Audemars Piguet’s leadership role in it.” If watch nerds (like me) want the hobby to be embraced by the masses,” Chu says.” What they need to accept is that aesthetics takes precedence. Everything else comes second.”
The contest is open to everyone. Entrants can submit their entries by downloading the template available on the contest website. The contest runs from Oct. 6 to Nov. 6. You may submit as many entries as you like by the deadline. The three winners will be announced on November 15 and will be flown to Le Brassus, Switzerland, to enjoy the full Audemars Piguet experience. Audemars Piguet will decide whether to produce these designs as a unique piece or collection, depending on their feasibility.