Marvel sucks Audemars Piguet into its Cinematic Universe


Audemars Piguet has announced a formal partnership with Disney-owned Marvel, but has provided no details of what it will mean for super hero or angular luxury sports watch fans.

AP’s CEO François-Henry Bennahmias appears to have triggered the deal in one of those “wouldn’t this be great” fireside chats with his friend Don Cheadle, who plays War Machine in the Iron Man franchise.


The aim appears to be to make AP’s Royal Oak, designed by Switzerland’s legendary watch creator Gérald Genta, into a super hero timepiece; something Tony Stark might wear, perhaps.

“I first imagined working with Marvel 15 years ago but we owe the current collaboration to an unexpected conversation with Don Cheadle, a long-time friend who in 2017 called Marvel on the spot to arrange a meeting. It just goes to show that the most inspiring collaborative adventures result from meaningful human interactions and a strong will to never give up,” recalls Mr Bennahmias.

Actor Don Cheadle adds: “When François told me about his long-standing interest in teaming up with Marvel, I said, ‘No time like the present. Let’s give them a call.’ As an Avenger and a long-time friend, it was a no brainer.”

Audemars Piguet says the partnership with Marvel takes the company’s celebration of inspirational super heroes to the next level and, “Promises multiple exciting surprises…starting soon!”

AP is not the only watchmaker working with Marvel. Citizen has also been making Marvel-themed watches as part of a wider deal with Disney for the past two years.

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