Audemars Piguet Defies Swiss Watch Slump with Record Sales and 'Radical Openness' Strategy
Audemars Piguet is reporting record monthly sales and 10% organic growth in 2025, driven by its May collaboration with Swatch. The 'Royal Pop' collection, priced at $400, generated over 20 billion social media mentions and attracted younger consumers, defying the broader decline in the Swiss watch industry. CEO Ilaria Resta describes this as a strategy of 'radical openness' to counter market stagnation.