AP CEO Defends Swatch Collaboration

0 May 27, 2026 14:00

Audemars Piguet’s recent collaboration with Swatch led to scuffles outside stores from New York to Paris to Milan, as crowds queued for hours to get their hands on the Royal Pop pocket watch collection. Despite criticism that the collaboration could ‘cheapen’ the brand, CEO Ilaria Resta says it has made AP more accessible to a younger audience, while the thing she fears most is ‘irrelevance’. She spoke on ‘The Pulse with Francine Lacqua’ on Bloomberg TV on May 26.

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