Recently, Audemars Piguet has had a ton of hot news features – uncommon incomes, stopping the SIHH, new mechanical associations. We concluded that it was the ideal opportunity for us to move to Le Brassus and have a decent talk with the one individual to address our inquiries: François-Henry Bennahmias, CEO of Audemars Piguet. It isn’t the first run through we’re in discussion with François-Henry – see here , here and here – and each time, his straight talk brings the correct answers. Today’s video meet (visible on top of this article) is loaded with fascinating realities and observations.
Without delving a lot into the insights regarding the meeting – we leave this to François-Henry – there are a few significant subjects that we needed to explain about Audemars Piguet.
- 1 billion Swiss Francs revenue – Even though François-Henry Bennahmias accentuates the way that this number wasn’t the ultimate objective of the brand’s technique, it’s not possible for anyone to disregard this great presentation. Is intriguing that this increment with regards to turnover has been accomplished with a consistent creation (around 40,000 watches every year). The expansion is the aftereffect of an adjustment in the plan of action – discount (selling watches through multi-brand outlets) gets increasingly more supplanted by retail (shops claimed by Audemars Piguet or worked with accomplices or franchises).
- Audemars Piguet pulling out of the SIHH – As we detailed in this article , Audemars Piguet (close by Richard Mille) won’t be showing at the SIHH starting at 2020. In the video, Mr Bennahmias clarifies the explanations behind this flight. Since Audemars Piguet has radically diminished the quantity of multi-brand retailers in quest for higher combination (stores completely claimed by Audemars Piguet or joint-adventures with accomplices or establishments), the idea of this SIHH (which is to introduce assortments to these retailers) isn’t reasonable any longer for Audemars Piguet.
- Time to market – Audemars Piguet needs to have more command over the presentation of watches all through the whole year. Time to advertise has become significant for brands. Previously, numerous watches reported by brands at SIHH required a long time to be conveyed. Audemars Piguet needs to change this (which means, reporting another item/assortment and afterward convey in the stores in the accompanying weeks).
- Knowing the end client – The last explanation, which has just been enunciated by the Swatch Group (when it chose to leave Baselworld ) was to have direct admittance to definite clients – which implies nearby occasions to introduce new watches not exclusively to retailers and the press yet additionally to gatherers. By being nearer to the end customer, the brand has an immediate relationship with him, knows him better and accordingly responds quicker to his requirements and expectations.
- Certified Pre-Owned watches – A significant advance for the brand, which has, until now, kept rather calm on the point, is the presentation of an affirmed used program inside the dispersion organization. As yet going through a trial, this implies that Audemars Piguet is presently, in chose official stores, selling second-hand watches.
- Swatch Group x Audemars Piguet hairspring collaboration – Recently, the Swatch Group and Audemars Piguet declared an innovative association for the creation of hairsprings. While we as a whole realize that attraction is a significant issue for watchmakers, an answer was found in silicon. However, Audemars Piguet has consistently wouldn’t utilize this innovation, scrutinizing the eventual fate of silicon innovation. Subsequently, since Audemars Piguet isn’t sure this innovation is reasonable, the brand was looking for another arrangement and has collaborated with Swatch Group to make another antimagnetic combination for hairsprings – an advanced arrangement that is as yet dependent on conventional materials and that will be appropriate for the coming many years (and more).
We leave the floor to François-Henry Bennahmias, CEO of Audemars Piguet, who responds to every one of these inquiries in our video at the highest point of this article.
More subtleties on www.audemarspiguet.com .