Luxury watchmaker Audemars Piguet’s has developed many partnerships over the years with celebrities like Jay-Z, Michael Schumacher, Serena Williams, and LeBron James to name a few. At first sight, a liaison between the famous Royal Oak manufacturer with mass market entertainment powerhouse Marvel could seem unorthodox.

In fact it is one of the many examples of how contemporary luxury brands are in need of new narratives to appeal fans rather than consumers, and how they find great inspiration in the pop culture, especially at the entertainment industry.

Why haute horlogerie should be looking for superheroes blockbusters? François-Henry Bennahmias, Audemars Piguet’s chief executive, has his answer to that question.

He just announced many of the year’s new launches during a virtual presentation, which also included a partnership with Disney’s Marvel and its superheroes characters.

Marvel superheroes are not only entertainment characters, but art, always contemporary although they have been conceived decades ago – just like luxury timepieces. This is Benhamias’ point, which led him envisioning this tie up with Marvel since 15 years ago.

He only managed to set it in motion in 2017, thanks to his friend Don Cheadle, the American actor known for playing War Machine in the Iron Man and TheAvengers film series, who apparently set up a meeting with Marvel executives to negotiate a long term licensing deal.

This is the only information the fans have today, thanks to a video conversation between Cheadle and Banhamias on Audemars Piguet’s website. This teaser explains nothing but how this partnership with Marvel world takes Audemars Piguet’s celebration of inspirational heroes to the next level and promises multiple exciting surprises coming soon.

As soon as Audemars Piguet will release its first AP x Marvel limited edition, we will know and keep our readers posted, in the meantime we all can enjoy a strong storytelling merge between pop entertainment and luxury.