The luxury watch industry must shift its focus to attract women buyers and embrace a more inclusive approach, according to Ilaria Resta, CEO of Audemars Piguet, one of the few women leading a major watch brand. In an interview with Bloomberg, Resta shared her vision for the future of watchmaking.
Women: The Untapped Market for Luxury Watches
Resta highlighted the growing interest among women in mechanical and high-end watchmaking, stating that they are becoming serious collectors. Currently, women account for only 20% of Audemars Piguet’s customers, but the brand estimates that this figure could rise to 45% by 2030.
“We are trying to cater to women and a new generation of clients,” said Resta, emphasizing that the industry must move beyond traditional distinctions between “men’s watches” and “women’s watches.” She added, “This is not the way that women think about the category—nor men, by the way.”
A New Era of Inclusivity and Innovation
Audemars Piguet is also enhancing its offerings with the introduction of a certified pre-owned program, announced in early 2023 and set to roll out next year. “We are working on it as a service for clients,” Resta noted, emphasizing the importance of providing accessible luxury experiences for all demographics.
Staying Independent and True to Its DNA
Amid consolidation trends in the luxury industry, Resta reiterated Audemars Piguet’s commitment to independence. “It’s part of the DNA of the company,” she said, highlighting the brand’s dedication to innovation and authenticity.