- RAYE fronts Audemars Piguet's new short film "No One Shapes Time Alone," directed by Paul Herrmann for production house Object & Animal.
- The film was shot across three days in London and builds toward RAYE's opening-night performance at the 60th Montreux Jazz Festival.
- This marks the second year of RAYE's partnership with AP, following 2025's "Suzanne" collaboration with Mark Ronson.
- The film features RAYE's mother, grandmother, and sisters, framing the campaign around family and craft rather than a straight product push.
Audemars Piguet has released “No One Shapes Time Alone with RAYE,” a new short film directed by Paul Herrmann and produced by Object & Animal.
The project follows RAYE in the weeks leading up to her opening-night set at the 60th Montreux Jazz Festival, shot at London locations including Ronnie Scott’s, a church, Alexandra Palace and 100 Shoreditch, and building toward her sold-out O2 show.
Rather than a straightforward ad, the film documents the process: rehearsal rooms, backstage corridors, and RAYE’s mother, grandmother, and sisters gathered around a table. It leads into her Montreux performance, “This Stage May Contain Moments in Time,” staged at the Stravinski Auditorium with a gospel choir.
This is round two for RAYE and Audemars Piguet. She joined the brand’s APxMusic roster in 2025, teaming with producer Mark Ronson on the original track “Suzanne” for AP’s 150th anniversary. Since then, RAYE has kept busy off the AP calendar too, with endorsement work for Dyson and Nintendo.
For AP, RAYE joins a music and sports ambassador list that includes John Mayer, Anthony Joshua, and Aryna Sabalenka.
Celebrity watch tie-ins have been having a moment this year, see Erling Haaland’s cosmic-themed Breitling Chronomat collection and J Balvin’s reunion with Casio on a limited-edition ring watch. AP’s approach with RAYE stands apart by leaning fully into documentary storytelling over product placement.
Takeaways
Luxury watch brands are increasingly betting on narrative over hardware. AP didn’t lead with a Royal Oak; it led with RAYE’s grandmother at a kitchen table. That’s a deliberate move to make heritage feel human, not just Swiss-made.
Does story-first marketing like this sell more watches, or just build brand affinity? Will AP’s second-year renewal with RAYE become a longer-term ambassadorship, à la John Mayer?
