The Audemars Piguet Music Experience has now entered its third year and will take place during the 59th Montreux Jazz Festival. The venue was only revealed on the day of the event, ultimately being set in a decommissioned power plant in Vouvry, Switzerland, creating a unique visual and auditory experience. Nearly a thousand music fans attended, making it the largest edition ever.
The performance kicked off with Alex Wann from Paris, followed by Chloé Caillet, who brought a fusion of diverse electronic music styles. Finally, the South Korean DJ Peggy Gou took the stage for a thrilling closing act, with the three artists collectively keeping the energy high throughout the night. Since its debut in 2022, PARALLEL has showcased a unique venue and lineup each year, having previously invited musicians like The Blaze, Arlo Parks, Mochakk, and Black Coffee to perform.
Tickets for the event are available through social media giveaways or can be obtained at a pop-up area during the music festival. The area features interactive installations where participants can create musical snippets and enter to win prizes. This year marks the 150th anniversary of Audemars Piguet, and the event continues the brand’s recent focus on music initiatives, fostering cultural engagement through creativity and collaboration.
Since 2010, Audemars Piguet has been involved in the Montreux Jazz Digital Project, helping to preserve recordings from the festival’s rich history, led by the Claude Nobs Foundation and EPFL. In 2019, the brand officially became the global partner of the Montreux Jazz Festival and launched the APxMusic initiative the same year, aimed at supporting promising emerging musicians.
The brand has also established partnerships with several musicians, including Jay Z, Quincy Jones, and Mark Ronson. Ronson has been a brand friend since 2022, collaborating with R&B creator Lucky Daye to release the song Too Much, and he curated the closing performance for the 2023 music festival. This year, he teamed up with British singer RAYE to co-write the single Suzanne, and the creation process will be featured in the video Syncing Sounds 150.
Ilaria Resta, the CEO of Audemars Piguet, expressed her desire to continue sharing the passion for music and creativity through such events. Mathieu Jaton, the CEO of the music festival, described the PARALLEL event as an important part of the collaboration between both parties, showcasing the creative exchange between music and watchmaking.
