Audemars Piguet

KIH
[Purist]
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2. Octavio Garcia - Chief Artistic Officer, Lucas Gopp - Senior Designer

Mr. Octavio Garcia was born in Chicago, USA.  His passion for drawing was nurtured by the habit of copying his favorite heroes on paper, while helping his father repairing old American muscle car sparked his interest in mechanics and industrial designs.

He joined Audemars Piguet as Design Manager in 2003. 

Mr. Octavio Garcia’s current title is the Chief Artistic Officer, joined by Mr. Lucas Gopp whose current title is the Senior Designer.

KIH: Thank you very much for your time. 

Mr. Octavio Garcia (“OG”): We are all fans of PuristSPro.  We always look at our brand forum as well as other brands forum.  We enjoy the objective views of your forum.

KIH: In the brand that has established “style” like Audemars Piguet, you must have certain “constraint” in designing new model.  What hurdles do you face and how do you deal with them?

OG: In a company like Audemars Piguet, with heritage and tradition, the constraint is the product it has built in the past, for more than 130 years.  We have two iconic collections – Royal Oak and Royal Oak Offshore, and working around what make those products recognizable is for us probably the most exciting and creative driver that you can have as a designer.  It is a fantastic challenge to work with Royal Oak and Royal Oak Offshore because of the recognizability.  Then we have Millenary collection where despite the fact that we have established the oval shape style, it is more like “sky is the limit” approach where anything is possible.  There, the challenge is different because you try to make a statement and create an element that eventually one day will be recognizable element.  Having those two playing fields, from the design point of view, it is the best mix.

Mr. Lucas Gopp (“LG”): We always wonder what else can be done, we constantly look for technical solutions from design.  For smaller quantities, we can do more cutting-edge things.  And we constantly fight for solutions.  We provide technical solutions together with the engineers to get around the technical constraints as much as possible.

KIH: How do you work with the “inside the watch” departments?

LG: We do the external design, finishing, engraving, the smallest details, etc.  But when the movement engineers come up with new ideas, we of course collaborate.  We work very closely together.  It’s a team effort.

OG: Designers and engineers hate each other.  No, kidding .  Throughout the years, we found that the best environment is the synergistic one.  We have a good grasp on what we want to communicate to the brand.  For example, for all those complicated pieces, we actually give input to the engineers and sort of orient their approach.  The engineers over time have developed aesthetic sensitivity.  They understand over time where we want to go with the different collections.  They understand the personality of each collection, and depending on which collection we decide to undertake, they already have good idea of, for example, with Royal Oak – we are speaking about the movement which is relatively thin, and we want to maintain elegance.  With Millenary, we have this off-center theme and oval shape, with Royal Oak Offshore, it often have chronograph.  So there is context each time. So, we have this framework of innovation per collection in which we can play together.  And so, understanding that takes time, but when you are aligned with your team, I think it is probably the most important role of the designer to be able to promote these ideas, the different philosophy for each collection across the maison, including but not limited to engineering and marketing – because at the end of the day, marketing has to tell the story.

LG: We sit together very early on in the project phases.  We don’t wait until late stage.  Development of the movement takes a long time and cost a lot, and if the movement is already done, there is not much the designers can do about it.

KIH: How many new models do you design per year?

OG: Anywhere between 5 and 10 novelties per year, ranging from face lift to innovative one, to brand new or complicated calibers.

KIH: Lastly, what will be your biggest challenges in terms of designing the watches?

OG: The biggest challenge is to stick to the goal the company sets – not the short term, but the long term.  We make sure that we see the destination, we have ambitions, and to be able to stick to that course despite the economic situation.  It is important that we stay on the course for the long term, NOT the short term.

LG: In developing watches, time literally flies – it took 8 years to develop RD#1, and years go by so quickly.  So, it is always important to think in the long run.  We don’t get nervous or over-enthusiastic.  We just maintain constant speed for the long road.

KIH: Thank you so much for your time.

Both: You are welcome.

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They clearly share the same vision about the "themes" and the "direction" or "philosophy" of the brand with others.  They are the team of just four designers.  Incredible jobs, they do.  Very much looking forward to "what's next".  Again, thank you very much, both!

Ken

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