"No One Shapes Time Alone"

1 July 2026

90s

Raye of Light.

At an event earlier this year hosted by Sony music, there was a fascinating discussion about the sophisticated relationship between music stars and brands. While it was disheartening to realise how dependent musicians sometimes become on these relationships, it was also encouraging to hear how they are gaming them in their favour. The brands benefit as well so it is a win-win, and this commercial for Swiss watch brand Audermars Piguet is an excellent case study of these relationships at their very best.

British singer Raye talks about her relationship with music with surprising intimacy, and director Paul Herrmann assembles a montage to accompany her thoughts which proves to be a perfect accompaniment. With less skill at the helm the introduction of a luxury watch brand into the equation could have jarred, but Herrmann (and Raye) fold the relationship between singer and brand seamlessly into the mix, and nothing could feel more natural.

This isn't simply an advert for a luxury brand though, Raye herself takes the opportunity to introduce herself to an entirely different audience, and pulls it off with aplomb.

UK

Watches