If you’ve ever listened to Beyonce, Young Thug, Drake or pretty much any popular music in the last two decades, chances are you’ve been singing about Audemars Piguet without even realising it. Throughout multiple decades, the luxury Swiss watch brand has been name-dropped in many hit pop and rap songs. On Thursday night in London, the brand came together with Dazed to celebrate its history and future, with music.
Held at Shoreditch Electric Light Station, the party celebrated artists on the rise who bring a new life to the music industry. With appearances from the likes of Unknown T and Aitch, the night was hosted by musician Reuben James and was a part of Audemars Piguet’s ongoing initiative to support upcoming musical artists.
Set at Shoreditch Electric Light Station – an iconic industrial space reimagined for the night with low lighting and moody undertones, the space was transformed to celebrate the natural landscape of Le Brassus, the small Swiss village where Audemars Piguet was born. Three different stages featuring rocks, grass and water merged each artist’s personal story with the brand’s history.
Before the afterparty kickstarted, there were three performances from exciting British talent. First up was Maya Delilah, a BRIT School alum who warmed the crowd up with an acoustic set. Next, Sienna Spiro brought her velvety, jazz-tinged vocals to the floor, while Aidan, known as “Bonjour Aidan” on TikTok, ended the night with a fresh take on alternative R&B. Post-performance, DJ collective Mont Rouge took over to keep the night going.
A spectrum of creatives filled the room: musicians, fashion insiders, and digital natives gathered to witness this moment in music. Key guests included the likes of Unknown T, Aitch, Miss Jason, Asai Ta, Asap Ya, TJ Saw, Patricia Bright, Darkwah, Cora Delaney, Issac Poleon and others.
Head to the gallery above to revisit the night.
