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Audemars Piguet Taps into The Region’s Creative Forces for a New Kind of Expert Talks

El Seed, Hessa Al Ajmani, and Diala Ali share their career secrets

There’s more to success than what you see on the surface. That’s what Audemars Piguet wants to make clear—and it tapped some of the region’s biggest names to share that message. 

In celebration of their Code 11.59 by Audemars Piguet collection, the Swiss Haute Horlogerie watchmaker delved into the worlds of artist El Seed, talented ceramicist Hessa Al Ajmani and renowned journalist Diala Ali, each with a treasured piece of advice for their audiences. 

For 39-year-old El Seed, hard work is key. The artist, who made a name for himself through his unique take on Arabic calligraphy, opened up about the dangers of getting too comfortable. 

“The more you stay inside of your comfort zone, the harder it gets to get out of it,” he said.

Hessa, who has exhibited her work everywhere from Sharjah Art Foundation, Tashkeel, and SIKKA Art Fair, took the opportunity to emphasize the importance of remaining curious, and not being so afraid of failure. 

“As an artist, the most powerful tools you can possess are curiosity and patience,” she  stated.

Journalist and television host Diala Ali, who has a decade-long career in media under her belt, joined Hessa and El Seed to share her secrets to career longevity. For her, it’s all about confidence—which doesn’t always come easy. 

“Prepare, read, and research” she declared as the foundations of gaining confidence. 

Each donning a Code 11.59 by Audemars Piguet watch, the artists go on to open up about their own journeys, with El Seed sharing the story behind his ‘Perception’ project that took place in Cairo in 2016, which spans across 50 buildings in the neighborhood of Zaraeeb.

The campaign comes a year after Code 11.59 by Audemars Piguet’s release. Its contemporary design has been consciously thought for both men and women.

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