Audemars Piguet’s successful campaign “TO BREAK THE RULES YOU MUST FIRST MASTER THEM” evolves further in its fourth year, with new visuals setting its timepieces in the mythical brand world of Le Brassus in the Vallée de Joux. Featuring powerful images by renowned landscape photographer Dan Holdsworth, the campaign reveals how the remote Swiss Vallée de Joux, the birthplace of Audemars Piguet, has inspired and nurtured the brand’s spirit of independence and Haute Horlogerie savoir-faire since its creation in 1875. A tribute to its history and origins, the new Audemars Piguet advertising campaign illustrates the journey of high watchmaking in the Vallée de Joux, where first generations of watchmakers progressively perfected and mastered the art of Haute Horlogerie as an answer to the harsh environment they lived in. Among them, the brand founders Jules Louis Audemars and Edward Auguste Piguet, would give the world some of the most outstanding innovations and timepieces. Perpetuated for 140 years, their savoir-faire and pioneering spirit live today through the brand’s iconic lines such as the Royal Oak, the Royal Oak Offshore, the Jules Audemars and the Millenary, all featured in the campaign. The contemporary lens of photographer Dan Holdsworth captures the terrain of the Vallée de Joux and its special cosmic relationship to time. He documents the Valley at its stillest hours, capturing the ancient forests and glacial topography under the celestial presence of mist to convey the extraordinary temporal significance vested in the landscape. This link between nature, man and his creations, the complex movements that have become the beating hearts of each Audemars Piguet timepiece, continues to live in Le Brassus of the 21st century and inspires the watchmakers of today as they pursue their never-ending quest to challenge the conventions of fine watchmaking.