-“2017 has been a record year in the commercial history of Audemars Piguet”.
-“Middle East represents 11% of our global sales”.
-“Keep your eyes open for Audemars Piguet 2019”.
Audemars Piguet celebrates 25 years of the Royal Oak Offshore - what in your opinion, endears the Royal Oak Offshore to its aficionados?
The spirit of that collection is what makes it so unique. The Royal Oak Offshore is bold and daring. Our clients relate to this and to the fact that it is a collection in constant evolution, constantly presenting new materials, new technical advances and new ways of pushing back the boundaries.
What is the brand’s Royal Oak Offshore “star” novelty for SIHH 2018?
We have many but the main hero is our new Royal Oak Offshore Tourbillon Chronograph available in either stainless steel or 18-carat pink gold. Each model is a special edition limited to 50 pieces and the movement has been entirely re-imagined for the occasion. With its new architectural construction, the movement looks as if it were suspended from the bezel.
The Royal Oak is fundamental for Audemars Piguet, but isn’t it risky to rely so heavily on a single model?
Many brands wish they had an iconic model such as the Royal Oak however nobody said we would rely exclusively on this collection. Our other collections like the Millenary are getting stronger and you might want to keep your eyes open for 2019…we might see something new there.
What are your expectations for SIHH 2018?
We will keep focusing on our main objective: mastering the changes that are currently occurring within the watchmaking industry. The retail scenery is evolving very quickly, and not only through digital. Clients consume and communicate in many new ways. The younger generation looks at life through completely different lenses and we have to adapt, or even better anticipate. Gender divide is not as much of a given than it used to be when clients are looking for a new watch. 2018 will be another very interesting year: the best, but also the most challenging, is yet to come.
What are Audemars Piguet’s strengths that define the brand’s continued successes?
Our spirit of independence. We are one of the few brands that have been performing well within a difficult context last year. 2017 has been a record year in the commercial history of Audemars Piguet. All this is possible thanks to the long term approach of our family company which is not ruled by quarterly results. Instead we have the freedom to focus on long term development and work towards the next 150 years.
How does your brand approach technology as part of the future of fine watch making?
Technology is part of the present of watchmaking, not the future! Audemars Piguet has always been aware of this and our objective is to integrate it in the best possible way. It is work in constant progress.
Audemars Piguet has a strong presence in the Middle East via its own subsidiary operation. How is the brand faring and what is the view on the growth potential for the region?
The Middle East represents 11% of our global sales, which is higher compared to most other luxury watch brands. For us the region is a great think tank. We regularly present new products in preview to test the response of the clients and the press, especially for women’s collections. Clients there have a very interesting “watch” culture and we always learn something every time we visit the region.
In your opinion, what essential elements of horlogerie should people look for when looking to buy a high quality timepiece?
We are not here to dictate what people should focus on. We all have different taste and priorities. Quality is probably the number 1 common denominator when buying anything and it applies to both the movement and the aesthetics of a watch. However, my only advice when buying a watch is to follow your emotions. It is too personal an accessory for such a purchase to only be driven by reason.