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FEATURE ARTICLE

 
SWIZZ BEATZ JUMPS INTO WATCH DESIGN

 

10.4.10 ----  Look for Swizz Beatz to expand his portfolio to include watch design.

 

The hip-hop producer recently traveled to Geneva, Switzerland, where he is working with luxury Swiss watch brand, Audemars Piguet.

 

"I went out to Geneva and met with Mr. Audemars himself," Swizz Beatz recently revealed. "Their designing the next ten years of AP (Audemars Piguet) and they want me to be on the board and design team."

 

According to Swizz, he took a six-hour class on the intricacies of the Swiss-made watch.

 

The brand name has already been name checked in lyrics by rappers like Rick Ross and Jay-Z, who announced a deal to launch a line priced between $50,000 - $100,000, with Audemars Piguet in 2005.

 

"It [the class] was six hours and it was crazy dissecting and putting together the movement in the AP, which I have a total new respect [for]. Not just wearing it, but the tailor movement," Swizz said.

 

Swizz Beatz was also treated to a preview of future Audemars Piguet models presented by Mr. Octavio Garcia, the brand's Art Director. The two men enjoyed a lengthy exchange of views on the creative process and the themes that inspire the birth of timepieces.

 

"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! Audemars Piguet truly embodies the perfect mix between respect for traditions, hand-crafted expertise and technological innovation. It's an incredible honour for me to have personally met the watchmakers who created my watch!"

 



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