Anggun C. Sasmi: 'It's like a marriage'

A. Junaidi, The Jakarta Post, Jakarta

For Indonesian-born singer Anggun, choosing a brand to be associated with is a decision she has mulled over for years.

"It's like a marriage. I've been waiting for it for a long time and the timing is right," Anggun said commenting on her appointment as an ambassador for Audemars Piguet (AP), an international brand of luxury timepieces.

The 31-year-old, who has turned down several offers to be a model for several local and international products, claimed that the brand image projected by AP that the timepiece is worn by independent, smart and multicultural women interested her.

"My husband and my parents-in-law also wear the watches. It (the offer to become a brand ambassador of AP) was hard to turn down," Anggun, who is often reluctant to talk about her private life, told a press conference recently.

Her marriage to her first husband, Michel De Gea, who was also her manager, was widely reported by local tabloids and infotainment programs as meeting disapproval from her parents, especially her father, the late Darto Singo.

"It's no longer an obstacle," revealed Anggun who has released 11 albums, including her hit single Snow on the Sahara (1998) which has been sold of more than one million copies.

Under the international label Universal, She has just released a new album titled Luminescence which consists of 18 songs, including a hit single In Your Mind.

Anggun's popularity in France and Italy is the main factor behind her selection as the AP ambassador, aside from the fact that she is an Asian. With Anggun as the brand ambassador, AP apparently seeks to boost its profile in Asia.

"As AP ambassador, I have visited Singapore, Malaysia and Switzerland, and many other countries," she said.

She revealed that her contract was for four years, starting last year.

"As I said, like a marriage, I hope it will be long lasting," said Anggun, who was wearing an AP Lady Royal Oak watch during the conference at Ritz-Carlton Hotel Jakarta.

As a spokesperson for a different cause, Anggun was named a United Nations' spokesperson for this International Year of Microcredit for which she took part in various concerts to raise funds for people in underdeveloped countries and tsunami victims.

Many attribute Anggun's success to her talent, generosity and hard work.

Under the supervision of her father, Anggun released her first album Dunia Aku Punya (I own the world) at the age of 12.

Her career rose dramatically after she decided to live in Paris and released Snow on the Sahara in French and English versions.

In the album, she cooperated with producer Eric Benzi who had been involved in the making of an album for noted singer Celine Dion.

During her visit as AP ambassador three weeks ago, accompanied by her second husband and manager Louis-Olivier Maury, Anggun received a medal of honor from the French government, presented by French Ambassador to Indonesia Renaud Vignal.

Living overseas for years does not mean Anggun has lost her love for Indonesian dishes, especially her favorite Sate Padang (Padang-style satay).

"In my short visit, I will meet my family and friends. And of course, eat Sate Padang."