Exploring Audemars Piguet's Path of Radical Openness and Innovation: CEO Ilaria Resta's Conversations

Situated amid the pristine landscapes of Andermatt, Switzerland, the annual AP Social Club organized by Audemars Piguet, offered an immersive media experience for global journalists and watch enthusiasts alike. Showcasing the latest horological novelties and engaging in candid conversations with AP’s top tier executives such as Chief Industrial Officer Lucas Raggi and Watch Conception Director Giulio Papi, the event was a treasure trove of insights and revelations. From select hands-on experiences with the dazzling Neo Frame Jumping Hour and the 38mm Royal Oak Chronograph to understanding the inner workings of AP’s watch craftsmanship—an exploration of this grand gathering presents a nuanced perspective into the ethos and direction of one of the world’s most esteemed luxury watch brands.

Underlining the brand’s commitment to manufacturing excellence, Resta took the opportunity to elaborate on the improvisations in their Research and Development (RD) program. Evolving into a model of ‘Fab Labs’, these smaller-scale workshops were designed to focus on horology, materials research, and other crucial aspects. Showcasing a full carbon fiber 38mm Royal Oak Concept Tourbillon prototype — a feat never achieved before— was just an instance of the brand’s innovative pursuits.

Despite the brand’s trailblazing advances, there were inevitable critics, particularly of the Neo Frame, which was deemed controversial. However, Resta, unlike many CEOs, took the criticism in stride. She underscored the company’s inherent purpose to remain family-owned and stressed that performance and purpose couldn’t be disassociated.

Reflecting on the brand’s vision for 2025, Resta mentioned a target of 10% YoY growth, an increasing Gen Z customer base (accounting for 11%), and women as AP’s fastest-growing segment. Rooted in the principles of manufacturing excellence, a cross-generational approach, and ‘radical openness,’ the brand intended to highlight complications, materials, and innovation, without discriminating its customer base. With such a potent mix of aspiration and authenticity, the Audemars Piguet journey, under Resta’s leadership, promises a truly elite and inclusive luxury horological experience for enthusiasts and collectors around the world.