Browns and Mad Paris rethink Audemars Piguet Royal Oak

Watch customisation specialist Mad Paris has developed two new versions of the Audemars Piguet Royal Oak for Browns

brushed gold Audemars Piguet
Customised Audemars Piguet 1017 Alyx 9SM Royal Oak watches, part of a collaboration with Mad Paris and Browns. Agency, creative production and curation: Institute Of Digital Fashion; art director and 3D artist: Anatolik Belikov
(Image credit: press)

Customised Audemars Piguet 1017 Alyx 9SM Royal Oak watches, part of a collaboration with Mad Paris and Browns.

Browns has united with watch customisation specialist Mad Paris for an exclusive and limited-edition collection of luxury watches. The watches, created in collaboration with designers Matthew M Williams of 1017 Alyx 9SM, and Charaf Tajer of Casablanca, are the result of a two-year project with Browns, with the pieces boldly rethinking the classic watch design codes of the Audemars Piguet Royal Oak.

Williams and Charaf worked with the Browns buying team on the project. For 1017 Alyx 9SM, Williams has stripped back the distinctive forms of the Royal Oak to create a 39mm yellow gold and a 41mm rose gold model. Says Williams: ‘Creating the custom 1017 Alyx 9SM Mad Paris Audemars Piguet timepieces launching at Browns was really all about creating a watch I would like to wear, and for like-minded people, translating the world of Alyx in a custom timepiece with the brushed metal, no time identifier and, of course, the signature Alyx buckle reworked as a clasp.’

colourful watch

A Casablanca take on the Audemars Piguet Royal Oak, part of the collaboration with Mad Paris and Browns. 

(Image credit: press)

In the Casablanca model, Tajer’s signature vibrant hues are brought to life, with diamond-like coating (DLC) adding a striking edge to the rainbow of colours that takes its cue from sports watches. ‘Working with Mad has been a real pleasure,’ Tajer says. ‘Creating a bespoke timepiece has been a wish of mine. This watch represents to me an elegant but playful luxury piece, that combines my love of the Memphis art movement and my love of colour. I always want people to enjoy our pieces and I feel it is a continuation of the positivity in Casablanca.’

For Thom Scherdel, menswear buyer at Browns, the project offered an opportunity to bring something new to a fast-paced market. ‘We wanted to really look at the current fine watch world and understand where exactly Browns could fit into it and add something special,’ he says. ‘The concept of a designer collaboration is not new to anyone, so we wanted to give our incredible talent an opportunity to express themselves from their established remits, through a medium that would normally be totally off limits. The fine watch space is notoriously very classical and we wanted to take a look at it through a fresh pair of eyes; each designer has their own aesthetic and to see where we have ended up with each model is testament to the scope of the creativity that can be accomplished. We achieved a look and feel that is totally pioneering in the industry and developed brand new techniques in terms of the execution. It’s a special project.’

colourful watch

A Casablanca take on the Audemars Piguet Royal Oak, part of the collaboration with Mad Paris and Browns.

(Image credit: press)

INFORMATION

Mad Paris Designer Series is available via Browns Brook Street as well as online at brownsfashion.com (opens in new tab). Each style is available in a limited run, with five of each timepiece created.

Hannah Silver joined Wallpaper* in 2019 to work on watches and jewellery. Now, as well as her role as watches and jewellery editor, she writes widely across all areas including on art, architecture, fashion and design. As well as offbeat design trends and in-depth profiles, Hannah is interested in the quirks of what makes for a digital success story.