Pioneering New Horizons: Audemars Piguet CEO Ilaria Resta on Radical Openness, and Evolution in the Luxury Watch Industry
Audemars Piguet (AP), renowned for its prestigious horological creations, once again captivated industry insiders at the recent AP Social Club in Andermatt, Switzerland. The gathering allowed the luxury watchmaker to showcase its novelties and offer a preview of some remarkable timepieces. Yet, it was AP’s CEO Ilaria Resta who shone, in her frank and inspiring discussions on the company’s future focus, committed to radical openness, innovation and a bold, customer-centric approach.
Among the exciting revelations was news of the new Neo Frame collection. This offering stems from the innovative solutions afforded by AP’s RD program and their ‘Fab Labs’, small-scale, flexible workshops that foster research, development and horological advancements. These pioneering platforms have shown their mettle, giving birth to impressive prototypes like a full carbon fibre 38mm Royal Oak Concept Tourbillon.
However, the journey towards a more inclusive, innovative and open era hasn’t been without turbulence. Notably, the reaction to the Neo Frame collection has been mixed. Yet, in an industry where tradition often takes precedence, Resta extended a warm welcome to critique, demonstrating a refreshing openness and a willingness to evolve.
Recognizing the diversity in AP’s customer base, Resta emphasized the importance of avoiding stereotypical marketing strategies. To maintain relevance across generations, AP is banking on manufacturing excellence and a cross-generational approach, supported by a policy of radical openness. The aim is to create a remarkable watch experience for everyone, underscored by quality, innovation and customer responsiveness.
Resta reaffirmed the company’s targets of 10% year-on-year growth by 2025 and highlighted AP’s organic growth, noting that 11% of AP’s buyers belong to Generation Z. Also, women represent the fastest-growing segment for the brand. All these transformations are a testament to AP’s enduring commitment to innovating, evolving and serving its customers at the highest level.