Elite watch brand Audemars Piguet is returning as an exhibitor to the Watches and Wonders fair in Geneva next year after exiting the show in 2019.
The luxury watch fair, which runs April 14 to 20, also welcomes 10 other new participants, for a total of 66. Incoming brands include LVMH-owned clock maker L’Epée 1839, Behrens, Bianchet, B.R.M Chronographes, Charles Girardier, Corum, Credor, Favre Leuba, March LA.B and Sinn Spezialuhren.
When Audemars Piguet left the show in 2019, it cited a new policy to shift away from traditional trade shows and their reliance on multi-brand retailers to focus on direct sales through its own network of boutiques. At the time, the company was under the leadership of François-Henry Bennahmias.
Today it is helmed by Ilaria Resta. Watches and Wonders has also changed over the past five years. Although the first four days are restricted to trade and press, the remaining three days are now open to the public. The fair also reaches beyond the confines of the Palexpo to various locations throughout Geneva.
Its In The City program includes activities, concerts and public activations. Audemars Piguet will participate with a pop-up located at the historic Pont de la Machine. Transfers between the Salon and In The City will be made easier by a free shuttle service between the Palexpo and the city center.
Like most exhibitors, Audemars Piguet will adopt at theme for its stand at Watches and Wonders. It will honor watchmaking’s historic établissage system, a network of artisans and workshops in the Vallée de Joux, each responsible for crafting a specific watch component.
It offers visitors an interactive and educational journey into the traditional techniques of watchmaking. In general, the fair will be in a larger space this year, with some brands, including H. Moser & Cie. and Frederique Constant, expanding their booths.
All independent watchmakers in the Carré des Horlogers section will now be spread over two areas,and increase from 16 to 23 exhibitors. The Mezzaninearea will increase from nine to 15 exhibitors.
