AP CEO Defends Swatch Collaboration

Summary

Audemars Piguet CEO Ilaria Resta discusses the Swatch collaboration launch, which caused crowds and scuffles. She defends the partnership as a way to reach younger audiences and teach mechanical watch appreciation. Resta emphasizes that the biggest threat to watchmaking is irrelevance, not brand dilution. She also highlights the limited-edition nature and charitable component of the collaboration.

• The Swatch collaboration generated extraordinary pre-launch anticipation and crowds.
• Resta admits the launch could have been handled better regarding crowd management.
• The collaboration is a one-off limited release continuing for a few months.
• AP focuses on openness and connection with new generations through education and masterclasses.
• Resta argues irrelevance, not broad availability, is the biggest threat to watchmaking.
• AP continues to produce high-end watches with hand design and limited numbers.
• 1% of proceeds from the collaboration go to support watchmaking crafts at risk.
• The collaboration aims to put a mechanical watch into the hands of new users.