Audemars Piguet Unveils its 2026 Strategy in The Heart of The Alps

The unveiling of the new products for 2026, skilfully orchestrated in a series of workshops spread over hundreds of square metres, enabled the brand to showcase the widest possible range of crafts and expertise, and to raise awareness among the press and then customers of the extent of its skills in the watch industry. Already showcased during exhibitions dedicated to its 150th anniversary celebrations, including the one in Shanghai which attracted 50,000 visitors, the workshops were led by the brand's employees, who turned out in large numbers to lend their support. Combining new innovations in the watch industry with expertise mastered in-house at its Le Brassus and Le Locle manufacturing facilities, this show of strength was in line with Audemars Piguet's future strategies: ‘Opening up the watch industry to as many people as possible, breaking down barriers to knowledge to make it accessible to all watch enthusiasts and connoisseurs, whether they are customers or not,’ explained Ilaria Resta in her opening speech.

These two days of discovery provided an opportunity to learn about the brand's 2026 watch industry collection: many complicated watches, skeletonised or gemstone dials, a new rectangular watch inspired by a 1929 model, and one of the most complex pocket watches ever made. These are models from the finest watchmaking tradition, crafted from precious materials such as platinum and gold, with prices that can exceed one million Swiss francs for certain pieces, such as the pocket watch. This will fuel certainely the brand's average price increase and hopefully lead to a 10% rise in turnover in 2026.

Two models in particular caught the eye: the Neo Frame Jumping Hour and the 150 Heritage platinum pocket watch. The brand new rectangular Neo Frame watch is inspired by the vintage Streamline model from 1929, which was made in yellow and white gold. The modern version, featuring a jumping hour movement in rose gold and sapphire, is larger than the older version. ‘When you look at the collections in our history, there have been several shaped watches,’ explained Ilaria Resta to a few members of the press, including Luxury Tribune. "It's true that we haven't offered this shape for a while. However, we did not create it to respond to demand or to follow a trend; that is not how we work, because trends come and go. What I like about the Neo Frame is that it is inspired by the past and reworked in a contemporary way, notably incorporating a sapphire case, which is very complex to produce. ‘

With its pure form, whose Art Deco-style case lines are supported by gadroons, she continues: ’I think there is a return to discretion, elegance and pure simplicity in the watch industry. The Neo Frame, in its size and shape, appeals to our widest audience, but we will continue to develop it if it proves successful. It is equipped with an in-house movement. Our desire is to progress in the creation of in-house movements, including their miniaturisation, to integrate smaller watches, without abandoning quartz, which plays a clear role in our brand architecture."

The 150 Heritage pocket watch, equipped with a universal calendar, combines a significant number of complications. For the first time, it introduces a manual calculator visible on the back and independent of the movement, offering a panoramic view of the celestial cycles that have shaped cultural celebrations around the world. With 47 functions, including 30 complications, two platinum versions have been produced, one of which is a unique piece for the Audemars Piguet museum. These will be followed by a series of white gold models.

This pocket watch is one of the revelations of the brand's innovative capabilities. In this regard, Audemars Piguet, at the heart of its new Arc manufacture, has developed special units dedicated exclusively to research. Ilaria Resta continues: "The philosophy of Fab Labs is to push prototypes and models in the midst of creation that might never see the light of day commercially, in order to highlight them and spark debate and interest in certain pieces, such as the carbon watch. It's an experiment, but one that pushes the boundaries of what is possible. We don't do it just for the sake of innovation; each one must have a clear purpose.‘

The last point Ilaria Resta wanted to emphasise was the rejuvenation of the communities of fans of the Brassus brand: ’We have reduced the average age of Audemars Piguet buyers. This is a general trend. Generation Z is turning away from the complete digitalisation of the world and seeking real experiences, including with mechanical analogue watches. They are interested in history, storytelling, authenticity and craftsmanship. Audemars Piguet offers them all of this. We are seeing Gen Z customers coming to us on their own initiative, without the involvement or influence of their parents. We see this particularly in the United States and Asia. This may also be because there is a keen interest in vintage items in these regions, as the younger generation is very open to discovery and surprise, depending on the storytelling they perceive. When asked whether the integration of the CPO (Certified Pre-Owned) market will be ready soon, the answer is yes.