While a watchmaker built on centuries of heritage, Audemars Piguet is revolutionising watch culture. Discover why it’s the one name the next generation wants on their wrists.
It’s no secret that the world of watchmaking is brimming with an entire alphabet of brands—there’s even a book to prove it, starting with the kids. But if there’s one name that has truly become a standout among the next generation of watch enthusiasts, it’s Audemars Piguet.
A big part of this is thanks to the Swiss manufacturer’s creation of one of the most iconic luxury watches in the world: the Royal Oak, introduced in 1972. Thanks to Jay-Z, who first paid homage to the watch in 2002 with “Show You How,” the Royal Oak has become one of the most recognisable stainless steel sports watches on the market. So, what’s behind the success of this iconic Swiss watchmaker, which, since 1875, has captivated budding watch enthusiasts and the next generation of consumers—from its serene home in Le Brassus, nestled in the heart of Switzerland’s watchmaking haven, the Vallée de Joux?
Daring design certainly plays a part—distinct octagonal bezels and a flattened integrated bracelet that exudes modern edge—but it’s Audemars Piguet’s ability to engage beyond the product itself that really turns heads. Take this year, for example: they’ve shrunk their signature model to a mere 23mm, while also collaborating with internationally acclaimed artist KAWS to bring his lovable characters to life in the form of a watch. They’ve doubled down on musical collaborations, hosted global events to celebrate the next generation of consumers, expanded their network of AP Houses (concept boutiques) worldwide, and secured spots on the wrists of some of the most influential figures on the planet, from Simone Biles to Shawn Mendes.
The language of horology is rich, but Audemars Piguet has always been committed to making it accessible. That’s why, in their universe, you’ll find not only iconic names like John Mayer and Calvin Harris, but also rising talent, exemplified by this year’s collaboration with Berlin’s underground collective, Keinemusik.
Through collaborations with artists, athletes, and musicians, Audemars Piguet has cemented its role at the intersection of horology, fashion, and art—ensuring its timepieces remain relevant in today’s culture. As one of the leading brands to marry traditional watchmaking with the pulse of the zeitgeist, we sat down with Gen-Z collectors, enthusiasts, and experts to explore why AP is driving the “hot” in haute horology and making young wrists care about watches again. Put your phone down already.
