Audemars Piguet Launches Serena Williams Royal Oak Chronograph in White Ceramic

Key points

• The new Royal Oak Selfwinding Chronograph 'Serena Williams' Limited Edition is limited to 500 pieces and priced at CHF 70,000.
• The watch features a 38mm white ceramic case, bezel, and integrated bracelet, with a pink mother-of-pearl dial and white-gold hands.
• It is powered by the new Calibre 6401 movement, which replaces the long-standing Calibre 2385 and offers a 55-hour power reserve.
• Serena Williams, an AP ambassador for over a decade, stated the design aims to combine strength and feminine energy, rejecting the idea that power and grace are mutually exclusive.
• The watch includes an additional pink rubber strap and features a 22-carat pink-gold oscillating weight visible through the sapphire caseback.

Background

Serena Williams has been a prominent ambassador for Audemars Piguet for more than a decade, frequently wearing Royal Oak models on and off the tennis court. Her recent public appearances have included a high-profile exit from the 2026 US Open after a doubles defeat, which sparked discussions about media access and perceived favoritism toward the Williams sisters. This collaboration follows a period where AP has increasingly focused on creating watches for self-purchasing women, moving away from traditional gendered marketing strategies.

How outlets are covering it

Hodinkee emphasizes the cultural significance of the watch, framing it as a statement on the intersection of sport, fashion, and female empowerment, noting that Williams has long used clothing as a tool for self-expression. GQ focuses more on the technical and design aspects, highlighting the use of white ceramic and the pink mother-of-pearl dial as a deliberate choice to soften the typically masculine Royal Oak without compromising its technical credibility. Both outlets agree on the watch's limited nature and price, but Hodinkee places greater weight on the symbolic meaning of the pink color, while GQ notes the practical design choices like the crown placement and water resistance.

Why it matters

This collaboration signals a shift in how luxury watch brands approach women's collections, moving beyond simple aesthetic adjustments to involve women in the design process. It also underscores the growing influence of athletes in luxury fashion, with Williams's endorsement potentially driving demand for a niche, high-priced timepiece. The watch's limited run and high price point suggest it will be a collector's item, further cementing Williams's status as a cultural icon beyond tennis.

What to watch

The 500-piece limited edition is expected to sell out quickly, given the high demand for Williams-related items and the exclusivity of the design. Audemars Piguet may use this success to expand its women's collection, potentially introducing more collaborative models with other high-profile ambassadors. The watch's performance in the secondary market will also be a key indicator of its long-term value and cultural impact.