Yes, ever since Audemars Piguet achieved the feat of differentiating itself on a highly conservative market.
Think of fine watchmaking and your mind immediately turns to Geneva. But we found out that Audemars Piguet’s family business originally hailed from Le Brassus, a village in the Vallée de Joux in Switzerland, where the earth used to freeze so heavily in winter that the peasants, unable to cultivate their crops, turned their hand to assembling high-end watch mechanisms. So we suggested that Audemars Piguet should lay claim to the Vallée de Joux as its brand territory. A powerful universe that allows the company to develop distinctive communications tools (advertising, print, retail, etc.). Carré Basset has also created the visual identity and defined a disruptive strategy of branding setting the tone for a market in search of renewal.