Audemars Piguet CEO Ilaria Resta Sheds Light on Radical Openness, Constant Innovation and Evolving Customer Expectations in Watch Industry

Ilaria Resta, CEO of legendary Swiss watchmaking brand Audemars Piguet, provided deep insights into the brand’s organisational and strategic inclinations during a recent interaction. Held in Andermatt, Switzerland, the rendezvous was a part of the brand’s annual Social Club event, which witnessed a joyful immersion of international journalists in showcasing the year’s novelties, informal dialogues, and discussions surrounding the craft.

The occasion was also graced by an exhibition of the brand’s new Neo Frame collection along with staggering pieces like the 38mm Royal Oak Chronograph and the Neo Frame Jumping Hour. Resta also revealed the recent purchase of the historic Grande Complication ‘Grosse Pièce’ for a record-breaking $7,736,000 and the subsequent launch of an intricately complicated pocket watch.

Despite divulging the mixed reactions received for their Neo Frame collection, Resta expressed an appreciation for thoughtful criticism and ensured the brand’s commitment to constant improvements. She emphasised on the importance of ‘Performance aligning with Purpose’ and outlined the lines of growth the brand wishes to tread - Manufacturing Excellence, a Cross-Generational Approach and Radical Openness.

Building on her conversation with journalist Andy Hoffman, Resta forecasted a 10% annual growth by 2025, with 11% of the buyers anticipated to be from Gen Z. She highlighted the importance of not stereotyping female customers, resulting in women becoming the fastest-growing segment. This showcased the brand’s commitment towards customer-centric, innovation and diversity-led growth strategies.