Audemars Piguet Jules Audemars Manual Wind Diamond Mother of Pearl Dial Ladies Watch 77240BC.ZZ.A808CR.01

GMT - Automne-hiver 2009Interviewed by Brice Lechevalier

What has happened at Audemars Piguet since your appointment a year ago and since the start of the year when you actually took over your current position?
Since my appointment, we have worked to ensure the continuity of the endeavours launched by my predecessor: the various developments and projects are continuing in accordance with the same goal of creating ever more innovative products with a consistently appealing design. We also have a reshuffled management team: Olivier Quillet as Marketing Director, Wolfgang Sickenberg as Sales Director and Saji Jabbour as Financial Director, while Pascal Narbeburu is heading the new Manufacture des Forges. This new production facility is a wonderful 'toy' that has been carefully conceived right down to the smallest details, whether in terms of functionality, optimised flows, etc. A huge amount of work on environmental aspects has been undertaken by the Audemars Piguet Foundation, in order to ensure that our personnel work in the best possible conditions while guaranteeing respect for the environment. Our building has earned the Minergie-Eco® certification, since it meets the standards of a healthy and environment-friendly construction, and we are very proud of that.
How are things going within this new facility; is the crisis having an impact on its operations, which must necessarily differ from initial plans?
The crisis is not having any specific impact as such on the smooth running of our new Manufacture. However, we have naturally had to adjust to the current situation, including adapting the workload in our workshops, instating flexible working hours and training our personnel during this period of economic slowdown.

You have given up sponsoring Alinghi and have organised an event at the Bolshoi Theatre in Moscow; does this signal a change of course for the brand philosophy and for its products?
The adventure with Alinghi was truly wonderful, but we now wish to give a new direction to our sponsoring activities. Culture is one particular field we are exploring and the Bolshoi represents a first step in that direction.
What opportunities do you see in this crisis for Audemars Piguet?
An opportunity to consolidate our existing assets, to maintain our development programme and to strengthen our efforts vis-a-vis our final customers.

Don't you feel that the race for grand complications is going to run out of steam and that watchmaking connoisseurs are likely to turn towards more useful and restrained functions?
I believe watch connoisseurs will remain attached to complicated models. These are passionately dedicated individuals and collectors in search of technical innovations and exclusive products.

On which markets do you plan to focus your efforts over the coming
years, and why?
China, India, Eastern European countries and Russia are all markets which we see as harbouring genuine potential, so we must intensify our presence in these countries. But generally speaking, we must maintain our efforts everywhere, including Europe, the United States and Asia. This is a daily task involving every single level.
What can brand enthusiasts expect to see at the next SIHH?
Some very beautiful models, that's for sure! We have tried to have a balanced and consistent product line. In the Royal Oak Offshore line, we will present a very cutting-edge, powerful project linked to our passion for Formula 1 motor racing. Among our classical Jules Audemars and Royal Oak watches, we will reveal two new versions of our equation of time - along with the Millenary collection that will feature some extremely appealing models. The ladies' line will feature new variations on the Royal Oak and Royal Oak Offshore themes, and as far as jewellery is concerned, we will be introducing an ultra-feminine line in the Royal Oak range and a revamped range of Royal Oak Offshore rings.