It’s up to us to save the environment, and this song.

It’s been a while since we’ve had the chance to dance along to a new hit by Pharrell Williams, and it looks like we won’t be listening to his latest composition either. The reason being, it’s only going to release in 2117!

On 13th November, LOUIS XIII Cognac premiered “100 Years”- The Song We’ll Only Hear If We Care – a unique musical composition created by Pharrell Williams that will not be released until 2117. This innovative project was conceived by the Cognac giants and Williams in a joint effort to spread the message of protecting the environment. Each decanter of LOUIS XIII represents the life achievement of generations of cellar masters, so LOUIS XIII must always think a century ahead.


The original song is a creative expression of the delicate relationship between nature and time, and the effect humans have on their environment. This exclusive track was recorded onto a record made of clay from the chalky soil of the Cognac region, and stored in the cellars of LOUIS XIII in a state-of-the-art safe specially designed by Fichet-Bauche that is only destructible when submerged in water. If sea levels continue to rise due to climate change, scientists have predicted that in another 100 years, a portion of the world’s land might be underwater.

The only way to guarantee this original piece of music will be heard again in 2117, one century from now, is if we address the consequences of global warming. Imagine how much good this track could do to your grandchildren, or your great-grandchildren!

“100 Years” premiered ONLY ONCE during a private listening party in Shanghai, where Pharrell presented the song to a hundred lucky guests in attendance. There were strict instructions that nobody was allowed to record the once-in-a-lifetime experience, so the song remains a secret for the next century. LOUIS XIII and Pharrell aimed to inspire these guests to take action and motivate others to get involved in the international effort to curb global warming.

Check this video below:

Additionally, inn 2015, LOUIS XIII partnered with renowned actor and creative visionary John Malkovich to create “100 Years: The Movie You Will Never See”, a thought-provoking artistic work that explores the relationship of past, present, and future.