WORLDTEMPUS - 28 November 2010Elizabeth Lilly Doerr
Thirty-eight years ago, Audemars Piguet introduced the Royal Oak, a quintessential sports watch that has experienced a true renaissance in the modern era of mechanical watchmaking. During this period of time, the Le Brassus-based brand has underscored the model's importance and appeal to a wider audience by sponsoring various sports activities in what CEO Philippe Merk calls “a gradual reinforcement in a meaningful way”: related marketing activities such as high-profile sponsorships. 
Audemars Piguet began sponsoring motor racing personalities and events six years ago and can boast a list almost reaching hall-of-fame status that includes Juan Pablo Montoya, Rubens Barichello, Jarno Trulli, and Sébastian Buemi—the only Swiss Formula 1 driver. Last year's Royal Oak Offshore Grand Prix collection was obvious proof that the brand plans to remain in this field for some time to come. The latest in a long line of meaningful and high-profile endorsements was revealed on Saturday in Düsseldorf's Meilenwerk automobile museum on the day of the Race of Champions: Michael Schumacher was introduced during a press conference that streamed live on audemarspiguet.com as well as gpguide.com. “A dream team of icons for Audemars Piguet,” Merk summed up.
A relaxed Schumacher was obviously having fun, both at the press conference talking to the specialist watch press and later during the Race of Champions, where he took home the first place trophy for Germany with race partner and current Formula 1 world champion Sebastian Vettel.
Schumi — as he is lovingly called in Germany, the country of his birth — was already an enthusiastic watch lover thanks to an introduction to the horological world about ten years ago by former Ferrari racing team boss Jean Todt. This newly announced collaboration is slated to culminate in an imminent limited edition wristwatch and an “object” — which may or may not be reminiscent of a pocket watch — to be revealed in the next year or two. According to sources, Schumacher is heavily involved in the actual design and technical development of this object, which will probably break existing traditional ties to the brand's current production. “Our job is now to take Michael's limit-pushing and translate it into concrete results,” Merk promised.
“We're developing something together for my sport and my personality,” Schumacher revealed. “We have a completely new idea that will be very different from anything you've ever seen.”
The record-holding champion with seven world championship titles, who just completed his seventeenth season in Formula 1, “has a passion for watchmaking that is more than just superficial,” according to Merk. “He will give us technical challenges that will push us to the next level,” the CEO promised.
Schumacher cites the Arnold Schwarzenegger collection of limited edition Royal Oak models as having been his own introduction to Audemars Piguet, and he now owns several. The racing icon, who boasts 91 total Grand Prix wins, 68 pole positions, and 154 podium finishes during his career thus far, apparently has a large watch collection—probably also extended during his multi-year ambassadorship in the service of Omega. Wearing a Royal Oak Offshore during the press conference (and later during the Race of Champions), Schumacher was asked by an interested journalist if he possesses more watches or records. Considering his professional accomplishments, the answer was astounding: “Probably watches.”
