Messi becomes new Audemars Piguet icon

Dubai : Swiss watch manufacturer Audemars Piguet CEO Philippe Merk salutes the arrival of Lionel Messi who has successively overcome life's various trials to reach the peak of his art.

From his childhood in Argentina, Messi enjoyed kicking a ball through the streets of his hometown of Rosario. He is currently a striker for FC Barcelona and for his national team, where he wears the legendary No 10 shirt — the emblematic number of the world's greatest footballers.

‘Exceptional man'

"Lionel Messi is an exceptional man, the greatest player of his generation. This young and talented athlete not only embodies pure sporting genius, but also the courage and the determination of a man who fights against all odds to pursue his dreams. Above and beyond his intrinsic value, we are welcoming a big-hearted man with valuable human qualities into the Audemars Piguet family", said Merk.

Such a life journey was bound to be meaningful to Audemars Piguet. The 135-year history of the manufacture has also been punctuated by many obstacles. Audemars Piguet has overcome them and in doing so has acquired the kind of competence it now sees in Messi. Keenly aware of what such knowledge entails and of the power to effect change that it encompasses, both Messi and Audemars Piguet are concerned with passing it on to younger generations in preparing for the future.

Messi does so through his new Fundacíon Leo Messi created in 2009, and Audemars Piguet through its own foundation. This shared vision will be the driving force behind several social projects the two partners will be jointly developing over the coming years.

"It's a real joy and a great honour for me to join a prestigious family such as that of Audemars Piguet, which I have long admired. This is the start of a beautiful human adventure based on strong shared values and visions," Messi said.

Friends of the brands will enjoy the privilege of rubbing shoulders with him at various events. In joining the Audemars Piguet "family", Messi becomes the first footballer to associate his name with that of a prestigious Swiss watch brand.