AP CEO Defends Swatch Watch Collaboration

Audemars Piguet CEO Ilaria Resta defended the brand's collaboration with Swatch, which resulted in long queues and some disorder at stores globally. Resta stated the partnership aimed to make AP more accessible to a younger demographic, countering concerns that it might dilute the luxury brand's image. She emphasized that her primary fear for the company is becoming irrelevant, suggesting the Swatch partnership was a strategic move to maintain brand vitality and reach new consumers.