A sleek, thin-profile turntable, mirroring the elegance of an Audemars Piguet watch. Innovatively designed with a Formula 1-inspired suspension system, ensuring that its stunning appearance is matched by unparalleled sound quality.
Duration: 14 Weeks
Project Time: Summer 2023
Skills Demonstrated: Brand Research | Brand Strategy | Product Ideation | Form Development | 3D Visualization
Audemars Piguet is a prestigious Swiss luxury watch brand known for its exquisite craftsmanship and avant-garde design language. Since 1875, AP has crafted iconic timepieces that push the boundaries of innovation, offering cutting-edge precision and bold, forward-thinking aesthetics for discerning watch enthusiasts worldwide.
TRADITIONAL
AUDIENCE
Audemars Piguet targets affluent watch collectors and luxury enthusiasts who appreciate craftsmanship, exclusivity, and timeless, innovative designs in
high-end Swiss timepieces.
NEXT-GEN
AUDIENCE EXPANSION
Audemars Piguet is connecting with a new generation of consumers by embracing contemporary culture, blending heritage craftsmanship with modern influences to engage youthful, trend-savvy audiences.
AUDEMARS
PIGUET
& MUSIC
Audemars Piguet leverages music's influence on younger generations by partnering with prominent musicians and engaging in music-related events. This strategy places the brand at the center of cultural conversations, resonating with young audiences.
"
Music creates unique emotions and brings people together.
- François-Henry Bennahmias
Audemars Piguet CEO 2012 - 2023
PRODUCT
CONCEPT
Designing a turntable for Audemars Piguet aligns with their strategy of reaching younger audiences through music. It would embody AP’s craftsmanship and innovation, merging horological precision with musical artistry—a tangible representation of the brand's evolving identity and connection to the music world.
CURRENT
HI-FI TURNTABLE
Top-tier HIFI turntables often feature suspension systems to minimize environmental vibrations and ensure optimal sound reproduction. However, these designs tend to be geometric, utilitarian, and bulky, which conflicts with Audemars Piguet’s sleek design philosophy. A turntable for AP would prioritize elegance, seamlessly integrating functionality without compromising its refined aesthetic.
MISSION
STATEMENT
The goal is to design a distinctive turntable that embodies Audemars Piguet’s sleek, modern, and luxurious design language. Prioritizing elegance, it seamlessly integrates functionality without compromising its refined aesthetic, appealing to AP’s discerning clientele while perfectly complementing high-end home interiors.
FLUID
FORM
This design exudes a sense of fluidity and grace. Every curve and contour seamlessly transitions into the next, reminiscent of water flowing down a stream or the gentle sway of a willow tree in the wind.
THIN
PROFILE
The thin profile reflects Audemars Piguet’s design philosophy, merging minimalism with precision craftsmanship. Its refined, sleek form echoes AP's signature aesthetic.
YET
SOPHISTICATED
The entire product is meticulously engineered. Over 80 components are ingeniously and compactly assembled together
LIGHTWEIGHT
& COMPACT
SUSPENSION
The push-rod suspension, inspired by high-performance cars, offers the advantages of being lightweight and compact.
FULL
ADJUSTABILITY
The suspension system is adjustable; by turning the knob, you can modify its stiffness and the leveling of the turntable's platter.
TONEARM
DESIGN
The tonearm is made of carbon fiber, ensuring its rigidity while also minimizing its weight.
TONEARM
DESIGN
The tonearm weight features a matrix texture, enhancing the experience during use and resonating with the classic AP matrix pattern.
RETRACTABLE
SPINDLE
The spindle has a retractable design. When not in use, it presents a cleaner and sleeker appearance
MOTOR
& ELECTRONICS
All the electronic components and motor are housed at the rear of the turntable. This clever design effectively conceals all the internal parts, reducing the overall visual complexity.
