Ilaria Resta: “We intend to take our partnership with the Montreux Jazz Festival worldwide.”

Before thirty international journalists gathered in the Audemars Piguet space at the Montreux Jazz Festival Gardens, Ilaria Resta and Mathieu Jaton detailed the synergies that have united their two entities for the past five years. Clearly delighted to speak with one voice, the duo expressed their enthusiasm for the many new dynamics taking shape. With the Montreux Jazz Festival brand now expanding internationally, Jaton and Resta are working to amplify their global partnership in the coming years. Here are some highlights from the interview.

How will the partnership between Audemars Piguet and the Montreux Jazz Festival evolve?

Ilaria Resta: First of all, I’d like to express my happiness at being in Montreux. I am passionate about music and, for the past 25 years, I have never missed an edition of the Montreux Jazz Festival. It has become the epicenter of cultures, experiences, and musical encounters. When I met Mathieu Jaton a few months ago in my office in Le Brassus, the meeting was literally magical. We immediately started exchanging ideas and our passions for music, architecture, and many other themes. So many new ideas suddenly inspired us! I love this kind of exchange—authentic, creative, and abundant. I can be very demanding about the form a partnership can take because it can quickly turn into opportunistic and commercial actions, which I call lazy marketing. That is absolutely not what binds us. On the contrary, it is a shared passion for music and a plethora of crazy ideas. Now we need to channel all of that!

Mathieu Jaton: I felt exactly the same way during our meeting. As you mentioned, this is not about sponsorship but a partnership, and the difference is huge. Audemars Piguet is a model in this area. I often explain that the idea of sponsorship, which involves just putting a logo, hosting clients, and doing a few activations, is over. A partnership is beneficial when it increases the brand’s and the event’s visibility, but above all, enhances the festival visitors’ experience. Today, the music industry has reversed its priorities, and the experience must dominate. Audemars Piguet Parallel is a perfect example of what a partnership means today. But this is just the beginning!

Ilaria Resta: Yes, we intend to take our partnership worldwide.

What are the numerous links between Audemars Piguet and music?

Ilaria Resta: Of course, there is a historical link between music and watchmaking, as it is through sound that people’s lives and time have been regulated. A few centuries ago, the ringing of a church bell punctuated daily life. Subsequently, the development of the minute repeater watch complication became our reference. In 2006, Audemars Piguet began a partnership with the Swiss Federal Institute of Technology in Lausanne to work on amplifying sound in a reduced volume. The creative process around sound and music has always inspired us.

What are the upcoming news items that connect you?

Ilaria Resta: A major event is scheduled for the second half of the year, but I can't say more. In the future, we want to open our two worlds to many more people. It is important to provide access to music, and of course, to watchmaking, and to share our passion.

Mathieu Jaton: Future global activations will need to take place in iconic locations that can meet the needs shared by our two brands. Japan, for example, is a very well-suited location. The Montreux Jazz Festival has forged ties with the music industry there over decades, as well as with economic circles. South Africa is also a very interesting destination. These shouldn’t be replicas of what already exists in Montreux but rather exclusive and exceptional festivals open to the world.

Ilaria Resta: The connections with festivals around the world are evident, as in certain destinations, we have AP Houses. It will also be an opportunity to link our worlds with another passion that drives Audemars Piguet—I am talking about art, for example, in Miami. The strong pillar that unites these universes is engagement with people. The Audemars Piguet Parallel event is totally representative. It is not a VIP event but an experience geared towards the public. I see the Audemars Piguet brand as a person who wants to share their passions with their friends. The inspiration will also be interesting to work on product-wise, although I can’t say more. The creative musical work has been a very inspiring discovery for me. This partnership is truly leading the brand towards new creative paths. Our two industries deliver emotion. It is scientifically proven that it is the same emotion a person feels when listening to music or looking at their watch. What you offer the world defines who you are. It is in this emotional universe that you will see Audemars Piguet evolve even further.