Audemars Piguet completes Michael Schumacher's challenge

Audemars Piguet is presenting a new watch inspired by Michael Schumacher, the seven time F1 world champion. As he had suffered a severe accident and continues his rehabilitation in his home in Gland,
his wife, Corina Schumacher has invited this Wednesday evening world's best media representatives to attend at the presentation of the “Royal Oak Concept LAPTIMER Michael Schumacher” at their ranch in Vaud.
The launch will happen without their brand ambassador, which was seriously injured in a ski accident in 2013. The interview is taken by The Times to François Bennahmias, the manager and spokesman of the watch company and to Sabine Kehm, a close friend of Schumacher's family.

The Times: How is Michael Schumacher?
Sabine Kehm: He made a lot of progress over the last year, taking into consideration the severity of the accident. But he is also sure he will need a lot a lot of time to recover.
- What is his state of consciousness?
- SK: His family does not wish to disclose more about his condition. I can just add that since his transportation from the hospital [CHUV] to his home in Gland, in September, he is under doctors' surveillance.
- After months of efforts to preserve his privacy and his family's, why speak now?
- SK: I'm not here to talk about the state of Michael, but because Audemars Piguet has completed its project and because the watch is ready. I am glad that it finally arrived.
- How has this project started in the first place?
Francois Bennahmias: Michael is our ambassador since 2010, but we knew he was fond of the brand long before.
- SK: It has I-don't-know how many models. His “relationship” with Audemars Piguet existed way before.
- FB: Even since 2012, we had launched a model dedicated to him. And this was enough for him. He wanted us to work on a movement capable of measuring time to several consecutive laps. A first in mechanical watchmaking. Four months were needed in order to give him a response that it's possible, maybe… It is also the first time when Audemars Piguet develops a specific calibre for an ambassador.
- Then?
- F. B .: He immediately wanted to participate. He came very often to Brassus and Le Locle (which are found at R & D). He gave us a challenge and never hesitated to let us know when he didn't understand, when he was satisfied or dissatisfied. It was sometimes disturbing, because, completely unusual, the request was coming from an ambassador! But it was also a pure delight, he was like a boxer that drives you into the ring!
- S. K .: This is a reflection of his career. Michael has always been very involved in the mechanics of its cars. Failure to control everything and his wish to understand everything has often helped when facing difficulties in the race. If he continued karting, it's because he alone could repair and make the necessary adjustements.
- What happened after the accident?
- SK: After December, a few months were enough for his family to decide to continue. They were sure it would have been Michael's wish.
- FB: We had two options: either renounce at the place with his name on the watch, or to continue on the basis of his ideas.
- So you finished it without him.
- SK: Not quite, because in the late 2013, all the parameters on which he could have an influence on were behind. It would have been a shame not to complete the project, he was really proud to be involved.
- FB: For the movement and the case, we already have solutions. We still have to work for three to four months on the particular shape of the push that lacked the required accuracy. Then we leave it up to the place of industrialization.
- The Schumacher family is not afraid to seem opportunistic because it capitalizes on the emotion aroused by the accident?
- SK: The organisation of the show's launch in Corinna Schumacher's ranch is the best possible response to demonstrate that it's the family's will.
- FB: Another proof: Michael or his family will receive no royalties on sales. The contract between us is the same since 2010.
- Doesn't Audemars Piguet expect these type of judgments, also?
- FB: There will certainly be critics, but we are ready to respond. First, even if we are proud of the work, we could be without this project. However, do you really think that, as a company belonging to two humble and discreet families, we will start to make a profit due to this accident?
- SK: It's not like Audemars Piguet began this project after the accident to make profit.
- How to promote a watch without the ambassador?
- FB: The watch is anyway associated with the best F1 driver in history. It will be produced in 221 copies, 160 this year. We believe it will be sold very quickly.
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