Ilaria Resta, CEO of Audemars Piguet: ‘These rumours are unfounded.’

The Audemars Piguet Board of Directors then deemed it necessary – an extremely rare occurrence – to break its silence and issue an official denial, just a few hours after the information was published. The statement explained: "Following recent rumours concerning the departure of our CEO, we would like to inform you that these reports are unfounded. Audemars Piguet is proud to have Ilaria at its helm. Since her appointment, she has had a positive impact on the organisation and our activities, bringing new energy and a strategic vision focused on innovation and excellence. She will continue to steer the brand through its next phase of growth, consolidating our corporate culture while strengthening our global presence in order to perpetuate the success of our Manufacture."

Luxury Tribune, present in Hong Kong, had the exclusive opportunity to question Ilaria Resta directly on this issue. The director's response was swift: "These rumours are unfounded and I have the full support of the board of directors. As for the brand's results, I can clearly state that they have not weakened, quite the contrary. From January to August 2025, Audemars Piguet recorded a 12% increase compared to 2024,”

Not belonging to the inner circle and having never managed a watch industry brand before, Ilaria Resta has been the subject of much speculation since her appointment.

However, she has considerable expertise in brand development, sales and financial results management, with more than 22 years of experience at Procter & Gamble in Europe, the Middle East, China and North America. Her mission, as entrusted to her by the board of directors at the helm of Audemars Piguet, is clear: to stabilise, sustain, ensure the independence and support the growth of the brand. Her decision to change 80% of the members of the executive committee is one of her response to achieving this. The coming months will be crucial.