Audemars Piguet (AP) is one of the oldest and most prestigious Swiss watch manufacturers, and a leader in haute horlogerie (fine watchmaking). In China, AP’s brand awareness is relatively low, and with more competitors vying for the same high net worth individuals, AP asked Ruder Finn to raise its brand awareness and elevate its brand image in China. In 2016, AP held an exhibition at Shanghai’s Yuz Museum of Contemporary Art, showcasing 200 vintage and contemporary pieces, the largest collection of AP’s timepieces ever to be shown outside the company’s museum. The innovative exhibition design was a stunning architectural installation in the form of a large-scale ring with 12 rooms, which embodied a watch dial, with visitors representing imaginary hands. Each room revealed a story, highlighting the main milestones of AP’s epic watchmaking journey, as well as demonstrating AP’s core philosophy and spirit: “To Break the Rules, You Must First Master Them”. Twenty-four exclusive viewings for targeted groups were organised during the 16-day period, resulting in the sale of a number of highly crafted watches. The exhibition received high praise and widespread media attention, positioning AP as a leader in haute horlogerie in China. Three of AP’s watches won top places in the reputable CTIME HOROLOGY AWARDS 2016, an independent and reputable China watch consumer guide.