Audemars Piguet is set to return to Watches and Wonders Geneva in 2026, marking not just a decision for the brand’s exhibition, but a significant strategic signal. This prestigious watchmaker from Le Brassus will celebrate its 150th anniversary with an immersive exhibition from April 14 to 20 in Geneva, reinterpreting the connection between its heritage and contemporary creativity, while fostering more open communication across the entire watchmaking industry.
For many years, Audemars Piguet, under the leadership of former CEO Francois-Henry Bennahmias, has focused on creating a direct retail experience, promoting the AP House concept. In 2019, the brand withdrew from the then-SIHH exhibition to concentrate on its own branding system. This strategy has reinforced the brand’s consistency in experience and solidified Audemars Piguet’s status in the realm of independent high-end watchmaking.
Now, under the leadership of CEO Ilaria Resta, the brand is taking a new direction and expanding its horizons. In several public interviews, she has highlighted that Watches and Wonders is a A crucial platform that connects the entire watchmaking industry., believing that high-end watchmaking should actively engage with a broader audience, sharing the culture and creative spirit behind the craftsmanship.
This time returning to the exhibition, Audemars Piguet not only brings a brand new exhibition design but also centers on the theme of the establishing system from the early days of the brand. This traditional system was a crucial collaborative model in early Swiss watchmaking: different workshops specialized in making components, which were then assembled into complete timepieces by the brand. The exhibition will present this spirit of collective creation in an interactive format, allowing visitors to experience firsthand how traditional craftsmanship inspires modern watchmaking innovations.
Apart from the main venue at Palexpo, the brand will also participate in the In the City city project, establishing a limited-time exhibition space at Pont de la Machine. This space will host craft demonstrations and educational activities, allowing the public to get an up-close experience of the watchmaking process, from material selection to hand polishing, showcasing the human touch and precision behind the brand’s craftsmanship.
Watches and Wonders 2026 will feature 66 brands, an increase of 6 from the 60 brands in 2025. Among them, 10 are new entries, including Corum, Credor, March LA.B, and Behrens. The return of Audemars Piguet brings together the big four Swiss luxury watchmakers—Rolex, Patek Philippe, Vacheron Constantin, and Audemars Piguet—reinforcing the event’s position as the central spectacle in the annual watchmaking calendar.
For Ilaria Resta, this is not just about the choice of exhibitions, but a continuation of the brand’s cultural direction. She emphasizes that Audemars Piguet values collaboration with industry partners, suppliers, and local talents, aiming to maintain the vitality of the watchmaking industry through co-creation. As digitalization and social media reshape the industry landscape, the brand recognizes that interaction with the entire community is more important than ever.
The return of Audemars Piguet symbolizes the watchmaking industry stepping into a more interconnected era. While some major groups still choose to sit out of exhibitions, the brand takes action to support the entire industry ecosystem, reflecting that high-end watchmaking is not just about products; it’s a cultural dialogue and a shared responsibility.
From a strategic perspective, Ilaria Resta brings a balanced mindset to Audemars Piguet—strengthening industry connections and public communication while maintaining the brand’s uniqueness. She recognizes that Luxury Watchmaking is not just a showcase of craftsmanship but a continuously evolving cultural platform. Returning to Watches and Wonders symbolizes Audemars Piguet’s renewed participation in this industry dialogue: it’s not about reverting to tradition but about reshaping heritage with a modern spirit. As the brand celebrates its 150th anniversary through collaboration, Audemars Piguet is not just commemorating its history; it’s defining its future.
