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Fashion brands Casablanca and 1017 ALYX 9SM partnered with MAD Paris to reimagine the cult classic, Audemars Piguet Royal Oak, available to purchase at Browns today. 

Well that was a collaboration no one saw coming. As if the Royal Oak wasn’t already in demand enough, the Swiss manufacturer’s only went and caught us completely off guard, with the help of forward-thinking foundation 1017 ALYX 9SM and the apres-sport aesthetic brand Casablanca

While collaborations in the fashion world might feel a little routine these days, in the watch world, there’s still vehement strides to be made. Hearing the call, Audemars Piguet takes on two respective avenues, under the eyes of MAD Paris. Turning heads, the label proves that modernity and antiquity can, in fact, operate in unison turning classic models from Rolex Daytona’s and Submariner’s into something you’ve never quite seen before.

Courtesy of @casablancabrand
Courtesy of @casablancabrand

Purists look away, this might not be for you. Stalwarts of Richard Mille’s Bon Bon collection, this could be another one for your collection. Renowned for their radical reconfiguration of archetypal models, MAD Paris continue to reinvent the world of luxury watches by pairing with the esteemed British boutique store, Browns, for the first time to produce a capsule collection featuring one of the most sought after models in the present day.

But there’s nothing tired about this collaboration whatsoever, opting for two refreshing visions from Matthew Williams of 1017 Alyx 9SM and creative director of Givenchy and Charaf Taher of Casablanca. 

Built around the notion of representing the undercurrent, 1017 ALYX 9SM is a foundation using  high quality materials mixed with subversive culture and modern craftsmanship. Centering his aesthetic vision around boundary-defying concepts, Williams’ iteration of the Royal Oak unites technical innovation and craftsmanship.

Courtesy of @mad_paris
Courtesy of @mad_paris

While Williams’ model provides a more chromatic approach with a sharp finish, Casablanca’s Charaf Tajer, continues the brands refined but relaxed ethos, reinventing luxurious staples of heritage with a vivacity of color. 

Creating bespoke timepieces with MAD Paris for the first time – Williams is a returning designer – Tajer playfully reinvents Gerald Genta’s iconic timepiece, by playing upon the designer’s affinity for color and love of Memphis art, a 1980s style inspired by the Art Deco and Pop Art movements. 

Consisting of four timepieces limited to five units each, each watch has been sourced by MAD,  second-hand watches customised exclusively, whereby the manufacturer’s original guarantee is no longer valid, and the original technical properties may have changed and some parts may have been replaced. 



Courtesy of @casablancabrand
Courtesy of @casablancabrand


Scarlett is a writer, editor, and creative consultant specializing in art, fashion, culture and digital strategy. Drawing on her work from previous titles including Dazed, LOVE Magazine, The Perfect Magazine, AnOther and 1 Granary, as the Editor-in-Chief of The Next Hour, Scarlett is leading the editorial vision toward new territories providing an alternative lens of social commentary to recontextualize the world of watchmaking for the next generation.