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Ilaria Resta became Audemars Piguet’s CEO on January 1, 2024. In a March 2024 interview, she described taking over a healthy company at a moment of change—and argued that any future growth should protect the craftsmanship, personal attention and innovation she sees as central to AP.
Resta’s arrival at AP
Resta told Monochrome Watches that she had not been looking for a new job and had not previously imagined becoming a watch-company CEO. She said the board focused on personal skills, leadership and values rather than gender or prior experience in the watch industry.
Before joining AP, Resta spent 22 years at Procter & Gamble, according to the interview. She recalled visiting an AP boutique as a mystery shopper during the selection process. Staff explained watchmaking history and gave her a book about high complications. The account reflects the importance she places on learning the craft, rather than identifying a specific book she later recommended.
“The ability to adjust is the key skill of today,” Resta said in the March 2024 interview. Her comment frames her approach as adaptive leadership at a company whose identity is rooted in a long watchmaking history.
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Why she called the moment pivotal
“I am arriving at a pivotal moment where the market is changing,” Resta said. She pointed to growing interest in watchmaking, new generations of clients and women whom she considers underserved. Those are her observations from the interview, not quantified industry-wide trends.
AP was founded in Le Brassus in 1875 and says it remains independent and owned by its founding families. Its best-known design reference is the Royal Oak, introduced in 1972 as a Gérald Genta design; Code 11.59 followed in 2019. Those collections give context to Resta’s remarks about preserving the house’s character while responding to changing client interests.
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Growth without losing the qualities she values
Resta questioned whether AP should grow further if expansion would put at risk the qualities she associates with the brand: “Our speciality is craftsmanship, the human touch, and our obsession with detail and innovation.” Her point was not a disclosed production target or a new growth plan, but a leadership test for deciding what kind of growth fits AP.
The interview reported that sales grew from approximately CHF 640 million to more than CHF 2 billion over 12 years under the previous CEO, with annual production of around 50,000 watches. Those are figures reported in the interview, not independently confirmed company disclosures, and should not be read as current results or production.
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The Milan AP House as a client experience
The interview also used AP’s Milan AP House, opened in 2024 in Garage Traversi, to illustrate the kind of client relationship the company wants to cultivate. The five-floor venue brings together current watches and museum pieces with art, music, hospitality and private client spaces. Resta described it as a bespoke experience for clients and collectors.
Architect Piero Lissoni, identified in the interview as the AP House’s architect, described the brief as “not to design a shop. It was to design a home, a club. Creating a Milanese feeling.” The idea is to make the setting feel more like a place for spending time and meeting than a conventional retail floor.
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AP’s official collection pages and locations directory direct visitors to AP Houses and boutiques to explore watches and arrange servicing. The lineup changes over time: AP’s 2026 novelties page lists newer Royal Oak and Code 11.59 releases, so the models discussed around the 2024 interview should not be assumed to remain current or available.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What her outlook does—and does not—promise
Resta’s remarks describe priorities rather than a detailed roadmap. She sees opportunity in broader interest in watchmaking and in welcoming clients who may not have felt fully addressed by luxury watch brands. At the same time, she treats craft and human attention as constraints on growth, not qualities to trade away for scale.
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That balance is the clearest takeaway from her early leadership comments: AP can adapt its ways of connecting with clients, but expansion only makes sense if it sustains the detail, innovation and personal touch that she says define the house.
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