Audemars Piguet just announced many of the year’s new launches during Inside AP, a virtual presentation anchored by chief executive François-Henry Bennahmias and head of complications Michael Friedman, which also included something more intriguing – a partnership with Marvel and its band of superheroes.

Hinted at when I interviewed Mr Bennahmias in 2019 – the announcement originally slated for a June 2020 – the tie up was decades in the making. According to Mr Bennahmias, he had envisioned a tie up with Marvel, the film studio and comic-book publisher that owns characters like Spider-Man, Iron Man, as well as the Avengers and X-Men, some 15 years ago.

He only managed to set it in motion in 2017, thanks to American actor Don Cheadle, best known for playing War Machine in the Iron Man and Avengers film series. Friends with Mr Bennahmias for a decade, Mr Cheadle set up a meeting with Marvel executives that year, and also took part in today’s Inside AP presentation.

Francois-Henry Bennahmias (left) and Don Cheadle

Coming soon to a watch near you. Image – Marvel Studios

Mr Bennahmias noted the Marvel partnership was inspired in part by the Fantasy watches of Gerald Genta that featured Disney characters like Mickey Mouse. Coincidentally, Marvel is now owned by The Walt Disney Company, making it a realisation of his ambition in more ways than one.

More details about this tie up will be revealed in April during an event in Los Angeles. Stay tuned.