Audemars Piguet x KAWS Collaboration. My thoughts
Watches
In this year's Métiers d’Art showcase, Audemars Piguet (AP) has collaborated with KAWS to create COMPANION, featuring the iconic KAWS Companion figure pressed against the “window” of the 43mm Royal Oak watch. Before diving into my opinion on the AP x KAWS collaboration, it’s worth reflecting on the current state of AP as a brand.
AP has seen a surge in popularity on social media in recent years, largely because it has become synonymous with ostentatious displays of wealth. This visibility, however, has attracted a clientele that thrives on admiration and status. Consequently, a growing market for counterfeit APs has emerged, creating a significant perception issue for the brand. For the average observer, telling the difference between a genuine AP from a deep fake is nearly impossible—something only a small, dedicated community of collectors and enthusiasts can reliably do. This dilution of exclusivity has in some way tarnished the brand's image among those who value authentic luxury. In light of this, AP’s collaboration with KAWS—a figure rooted in high art and emotional resonance—feels like a deliberate step toward repositioning itself as a brand steeped in culture rather than just status.
KAWS’s journey from defacing ads on New York streets to becoming an internationally recognized artist is nothing short of inspiring. His work has always evoked a visceral, emotional response—art that you feel in doses because of its profound impact. Witnessing his evolution from an emerging talent to an iconic collaborator is a privilege for our generation. One intriguing perspective shared by Super Niche on Youtube suggests that the Companion figure displacing the traditional time display on the watch is a nod to KAWS’s origins—disrupting and displacing ads to make his artistic statement. While this interpretation might be a stretch, it’s a compelling thought. At its core, though, the collaboration is a celebration of art, creativity, and storytelling. What excites me most is the exclusivity: only 250 pieces exist, making it likely that you’ll never meet anyone who owns one. Yet, somewhere out there, it exists.
AP has embarked on numerous Métiers d’Art collaborations, but none have resonated with me as profoundly as this one. The Companion figure, embedded behind the glass, evokes themes of curiosity, freedom, and companionship. The promotional campaign further amplifies these ideas, presenting the watch in a way that feels both contemporary and deeply introspective. For me, the Companion’s squished position against the glass—almost as if trapped yet yearning—mirrors the emotional tension of our modern lives. The ad sparks existential questions: Are you okay being alone? Is the curiosity of the vast unknown enough to keep you fulfilled? This thoughtfulness elevates the piece beyond a mere watch; it is art.
To gauge public opinion, I conducted extensive research into what both collectors and the general public thought of this collaboration. Most people seemed to hate it, but it wasn’t entirely clear whether their disdain was directed at the watch itself or AP as a brand. A significant portion of complaints revolved around poor customer service—a widespread issue in the luxury industry, but one to explore in another discussion—and frustrations with AP’s nouveau riche clientele. These criticisms seem more about the brand’s perception than the actual piece. On the other hand, some collectors truly appreciated the watch, calling it one of the best collaborations from AP so far. For me, the AP x KAWS collaboration is a 7.5/10. It reinvigorates the Métiers d’Art series with genuine artistry, emotional depth, and cultural significance—a reminder that true artistry transcends trends and endures as a legacy.