There’s exclusive—and then there’s this. For one night only, Audemars Piguet Parallel (Instagram) is set to take over the Montreux Jazz Festival on July 16 with a secret show unlike anything else on the calendar. As Audemars Piguet marks its 150th anniversary, the brand is celebrating with a high-octane fusion of music, mystery, and haute horlogerie cool.
For Audemars Piguet, this isn’t a one-off. Through its APxMusic programme, the brand has spent years building a community where technical mastery meets raw creative energy. From collaborations with Jay-Z and Mark Ronson to producing original performances in the Swiss mountains with collectives like Keinemusik, Audemars Piguet has redefined what a luxury watch brand can be.
“Music has the power to spark emotion and forge connection – qualities that sit at the heart of our APxMusic programme. With Audemars Piguet Parallel, we are proud to nurture musical talent while creating exclusive and unforgettable experiences for our audiences,” said Ilaria Resta, Chief Executive Officer, Audemars Piguet.
This third edition of Audemars Piguet Parallel continues the Manufacture’s mission to support emerging and genre-defying musical voices through its APxMusic initiative. Headlining the 2025 event is none other than global phenomenon Peggy Gou. Joining her are Alex Wann, a deep house prodigy pushing sonic boundaries, and French electronic innovator Chloé Caillet. Expect genre fusion, deep beats, and an energy only Montreux can deliver.
Just under 1,000 lucky fans will experience the show—but only if they score one of the coveted tickets.
As in past editions, the location will remain top-secret until just before the show begins. The element of surprise?
Absolutely intentional.Think it’s just for VIPs? Think again. Tickets are totally free and will be distributed via a social media contest hosted by Montreux Jazz Festival and through the Audemars Piguet Parallel pop-up booth at the event. The booth itself is a mini immersive studio, where visitors can compose tracks and enter to win a golden ticket. Winners will be contacted via email—so keep your inbox on high alert.
With roots in tradition and eyes on the future, Audemars Piguet Parallel isn’t just a concert. It’s a cultural moment—where luxury and jazz collide under the stars.
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