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November 01.2025

2 Minutes Read

Audemars Piguet's CEO on Turning the Perfect Storm into Opportunity

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Transforming Tradition into Innovation

Audemars Piguet, a name synonymous with luxury and craftsmanship, is celebrating 150 years of watchmaking excellence by embracing change while honoring its storied heritage. Ilaria Resta, the CEO, believes that heritage and innovation are not opposing forces but complementary in the journey of evolving a legacy. Speaking in a recent podcast, Resta emphasized that the brand is continually pushing forward, stating, "We can’t stand still."

Embracing Change in Manufacturing

The recent opening of Audemars Piguet's new facility, The Arc, represents a bold step into the future. This state-of-the-art manufacturing space is not merely about increasing production capacity; it is a sanctuary for creativity and innovation. "We are rethinking the flows of production, rethinking ideas," Resta explains, highlighting the importance of creative collaboration in watchmaking.

Reinventing Retail: The AP House Concept

In parallel with manufacturing advancements, Audemars Piguet has revolutionized its retail strategy through the introduction of the AP House concept, created to forge deeper connections with clients. "Designed to feel like an intimate residence rather than a typical boutique," Resta mentions, the AP Houses have expanded to over 20 locations worldwide, offering a unique and engaging experience that prioritizes relationships over transactions.

The New Luxury Experience

Today's luxury market emphasizes experience over efficiency. The transformation from merely transactional retail spaces to engaging environments fosters meaningful consumer interactions. As Dominic Weir of DLG notes, "Your retail space is either a transaction point or an intelligence platform. The brands that recognize the value of discovery in these interactions will lead the industry tomorrow."

A Bright Future Ahead

Audemars Piguet stands at the forefront of a shifting luxury landscape, uniting tradition with innovation. Their story exemplifies the importance of evolving while staying true to one's roots. Resta's vision assures that as the luxury landscape continues to change, problem-solvers will lead the charge, ensuring that the brand remains relevant in a rapidly evolving market.

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Audemars Piguet's CEO on Turning the Perfect Storm into Opportunity

Transforming Tradition into Innovation

Embracing Change in Manufacturing

Reinventing Retail: The AP House Concept

The New Luxury Experience

A Bright Future Ahead

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