Changing Directions
Last September, shortly after Richard Mille announced its resignation from SIHH 2020, Audemars Piguet also released a statement announcing the year 2019 would be the last time that the brand will participate in the trade show. That being said, Audemars Piguet will still be active in the FHH (Fondation de la Haute Horlogerie), as they are one of the founding members of the organization.
In a statement, Audemars Piguet said: “The evolving nature of the watchmaking industry is such that Audemars Piguet’s business model is changing and the manufacturer has decided to explore new directions in order to forge closer and more direct relationships with end-clients and watch enthusiasts worldwide.” Similarly, a release from Richard Mille stated that “the brand’s presence at exhibitions no longer corresponds to its strategy for exclusive and selective distribution.”