Why AP Continues to Tell Its Story

Ilaria argues storytelling preserves watchmaking heritage, educates audiences, and recruits future watchmakers.

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The Gstaad Guy sits down with Ilaria Resta, CEO of Audemars Piguet and one of the leading voices in Swiss watchmaking, to explore how tradition and modernity intersect in one of the world’s most enduring industries. With a career shaped by deep respect for heritage and a passion for innovation, Ilaria brings a unique perspective on what it means to steward a legacy craft into the future.

The conversation touches on the tension between old and new, the family values that shape both personal and professional life, and how a sense of family can define a business culture. Ilaria shares how passion, discipline, and even obsession are essential to preserving the artistry of watchmaking while ensuring its relevance in a fast-changing world. A rare glimpse into the heart of an industry where every second counts, and where heritage remains the ultimate luxury.

Filmed at the Scarfes Bar at the Rosewood London.

(00:00) Intro ✨

(01:31) Discovering Audemars Piguet 🔍⌚

(02:45) The power of watches ⚡⌚

(04:37) Ethos of Audemars Piguet 🏔️🌌

(07:00) Embodying the values of the brand 🤝🏻💎

(08:53) Creative freedom & entrepreneurship 🎨🚀

(10:09) Family values in business 👨‍👩‍👦‍👦🏛️

(14:17) A work environment that empowers 💼🌟

(19:07) Commonalities across the AP community 🌍🤝🏻

(23:43) Future vs. Past ⏳🔮

(27:11) The watchmaking industry 🛠️⌚