Audemars Piguet
Audemars Piguet (Audemars and Piguet families) · Switzerland
Audemars Piguet is a Swiss watch manufacture founded in 1875 in Le Brassus in the Vallée de Joux and still owned by its founding families. Famous for the Royal Oak designed by Gérald Genta in 1972, it is one of the most influential independent luxury watchmakers and has been led by chief executive Ilaria Resta since 2024.
| Founded | 1875, Le Brassus |
|---|---|
| Founders | Jules Louis Audemars, Edward Auguste Piguet |
| Owner | Audemars and Piguet families |
| Headquarters | Le Brassus, Switzerland |
| CEO | Ilaria Resta (since 2024) |
| Signature model | Royal Oak (1972) |
| Website | audemarspiguet.com |
What is Audemars Piguet?
Audemars Piguet is an independent Swiss haute horlogerie manufacture based in Le Brassus. The company describes itself as the oldest watchmaking manufacture still in the hands of its founding families, the Audemars and Piguet families. Olivier Audemars is vice chairman of the board, and Ilaria Resta, formerly an executive at the fragrance group Firmenich, has been chief executive since 2024.
History
Jules Louis Audemars and Edward Auguste Piguet started working together in Le Brassus in 1875 and registered Audemars Piguet & Cie in 1881. The company specialised in complicated movements, producing a minute repeater wristwatch movement in 1892 and the first skeleton watch in 1934. Its manufacture building in Le Brassus dates from 1907.
In 1972, during the quartz crisis, Audemars Piguet launched the Royal Oak, a luxury sports watch in steel designed by Gérald Genta with an octagonal bezel and integrated bracelet. The larger Royal Oak Offshore followed in 1993, and the round Code 11.59 collection was introduced in 2019.
Products and positioning
- Royal Oak, the brand's best-selling line
- Royal Oak Offshore and Royal Oak Concept
- Code 11.59, which won the Aiguille d'Or at the 2023 Grand Prix d'Horlogerie de Genève
- Grand complications and high jewellery watches
Business model and distribution
Audemars Piguet opened its first boutique in Geneva in 1993 and today combines its own boutiques and AP Houses, appointment-based client lounges first opened in Milan in 2018 and now present in cities such as New York, London and Tokyo. It began selling pre-owned watches in 2017. Wikipedia, citing company data, puts revenue at about CHF 2.93 billion for 2025.
Why it matters
The Royal Oak created the luxury steel sports watch category, which remains one of the most commercially important segments of Swiss watchmaking. Audemars Piguet's shift towards direct client relationships through AP Houses is also widely discussed as a model for luxury watch retail.
Frequently asked questions
Who owns Audemars Piguet?
Audemars Piguet is privately owned by the descendants of its founders, the Audemars and Piguet families. It describes itself as the oldest watch manufacture still in the hands of its founding families.
Who designed the Royal Oak?
The Audemars Piguet Royal Oak was designed by Gérald Genta and launched in 1972. Its octagonal bezel and integrated steel bracelet established the luxury sports watch category.