Aude­mars Piguet

Au­d­er­mars Piguet of­fers an­other wave of Royal Oak watches, but we cer­tainly ain’t com­plain­ing.

Esquire Malaysia Watch Guide - - Contents - Words by Daniel Goh

IT’S NOT EV­ERY DAY that you get a CEO per­son­ally telling you how his or her com­pany is do­ing. Sure, he or she might do that for share­hold­ers or maybe even one or two key cus­tomers with whom he or she has a per­sonal re­la­tion­ship, but to tell a room full of jour­nal­ists how Aude­mars Piguet is do­ing, now that’s a spe­cial treat. But that is ex­actly what hap­pened at SIHH 2017; af­ter a scin­til­lat­ing pre­sen­ta­tion on AP’s lat­est nov­el­ties, in walked François-Henry Ben­nah­mias, CEO of Aude­mars Piguet, to give us an up­date on the brand’s per­for­mance this year.

He was vis­i­bly elated, and for good rea­son. Amidst a down­cast watch­mak­ing in­dus­try, Aude­mars Piguet is one of the few brands that ac­tu­ally recorded growth. In 2015, their rev­enue was around the CHF800 mil­lion mark and, in 2016, it was just shy of CHF900 mil­lion. Ben­nah­mias also said that in 2015, Aude­mars Piguet made 40,000 watches; in 2016, they made 40,000 too and they’ll prob­a­bly make the same num­ber in 2017 as well. This is their strat­egy, not to chase vol­umes, but to main­tain pro­duc­tion and fo­cus on do­ing ev­ery­thing bet­ter.

They have a say­ing at AP: “To break the rules, you must first mas­ter them.” And it seems like they must have, as this year, AP of­fered a cou­ple of re­ally in­ter­est­ing watches (and an os­ten­ta­tious jew­ellery piece that we’re not go­ing to talk about) that break the mould. No new move­ments, just a won­der­ful play of ma­te­ri­als and unique fin­ishes for their 2017 nov­el­ties.

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