Audemars Piguet

AP SIHH 2013: a conversation with Octavio Garcia

 

Prior to traveling to SIHH, as I confirmed my appointments, I was asked if I would like a private interview with AP Artistic Director Octavio Garcia.  It did not take even a moment to accept this incredible offer.  As a custom residential designer myself, I always enjoy engaging with fellow design professionals of any field.  There is always a common thread, and in my experience, a good designer is not just limited to his field of practice, but applies the creativity to other areas as well.  You certainly sense this attribute with Octavio.

We were also joined by Lukas Gopp, a design assistant to Mr. Garcia.

As with when I interviewed Giulio Papi, I had some ideas to discuss but prefer to let the conversation flow along.  Therefore, some of my specific questions were not raised, but we did cover a lot of interesting ground.

We began with a quick "State of AP", and we have already highlighted that in previous posts.  Basically, 2011 began a brand repositioning.  There remains a renewed focus on the core collections, and this year we see an emphasis on tradition and complications, as well as the women's collection.

Of course, I was most interested in hearing how an idea becomes reality at AP with regards to a new watch.  Octavio described the process as a 3 step "funnel design", which starts with a very wide scope and will get narrowed down as it moves forward to a very specific plan.  So the first step is the exploration of an idea, in which there are lots of inputs.  The other departments of AP are consulted, so there is an understanding of the challenges and how things will come together.  From here, the idea will become further defined, and sketches will be made to examine the concept.  The final aspect of the design is the continued refinement and development of details, down to perfection. 

Octavio spoke about the importance of the different departments being able to coordinate together.  Let's think of the Survivor, for example.  When that watch was created, there were many details that had to be worked on together.  The design team can conceive things on paper, but unless they can be translated and manufactured, it won't come to fruition.

As long as we are on the subject, let me share with you some more feedback on the Survivor.  It has always been a favorite watch of mine, and surely I wanted to talk about it.  It was the most engaging part of our discussion, and you could really feel the passion behind this watch design.  You could also sense the struggles that were overcome to finalize the piece.  I was told there are books of sketches and ideas sitting at the manufacture of the many details and ideas that were explored on this project.  It sounded as thought the funnel on this one started very wide, and it took some time before the ideas were whittled down to a specific scope.

Naturally, I asked about the possibility of a Survivor 2.  Octavio and Lukas exchanged a quick glance and small chuckle.  I'm not here to set the internet ablaze, but it was clear to me this idea has been considered.  While the designers certainly did not confirm such a watch is forthcoming, they also did not say it would never happen.  With the door cracked open, I explained my own ideas for the original watch.  As the details on that one leaked long before we saw photos, I had my own ideas and visions of how those crown guards would work.  Needless to say, my idea is quite different than the way the watch was built, but it was thoroughly enjoyable to discuss.  As I continued through how I would build a S2, Lukas asked me to wait and see what will come. 

I'll let you look into your own crystal balls on this topic, but I am enthusiastic ;-)

For all of my fellow PuristS, I did make sure to ask about the Starwheel, and a possible new watch based upon the original.  I am happy to report this concept is on the table, but the timing for such a watch has simply not been viable.  With the repositioning, focus on core collections, and new emphasis on the tradition/complications and women's collection, it is not the proper time to launch such a piece.  But I believe in time we will see this watch.

A few more general thoughts from Octavio Garcia:

- The Millenary Maserati Dual Time dial was one of the most difficult AP has ever designed and produced, and was referred to as a "Nightmare".  We can all agree AP did a magnificent job with that watch, even if the design is polarizing (and in my opinion, the best designs always are).

- Octavio is very fond of the notched case type we have seen on the 25770s, Legacy, etc.  I do not think we have seen the last of the use of this case type, which I think is terrific.

- Forged carbon is a very dear material to the design team at AP.  They are very proud of it.  While we have already discussed this subject as well, it was very apparent that the material will be used again, even if not frequently.  Let's not forget AP has also released cermet and has continued to work on refining ceramic.  We have also seen tantalum used recently.  So there are many materials that are available for the manufacture, and while the current focus might not be on forged carbon, it does not mean it will not be used again.

- The Royal Oak Offshore is a "never look back" collection.  This remark was made in reply to my inquiry about the possibility of a 20th Anniversary Offshore being made.

I left the interview with Octavio and Lukas feeling that the Artistic Department at Audemars Piguet is very focused.  This character will seemingly mesh very well with future road map for Audemars Piguet.
This message has been edited by MichaelC on 2013-05-31 09:04:03 This message has been edited by MichaelC on 2013-05-31 10:15:49 This message has been edited by MichaelC on 2013-06-13 06:14:01

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