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1Scan for outdated or missing drivers - takes under a minute2Clear out junk files and repair common Windows errors3Fix the driver behind crashes, sound loss and screen glitchesIlaria Resta became Audemars Piguet’s CEO on January 1, 2024. In a March 2024 interview, she described taking over a healthy watchmaker at a moment of market change—and argued that any future growth must protect the craftsmanship, personal service and innovation at the heart of the brand.
When Ilaria Resta took over Audemars Piguet
Resta’s “new CEO” perspective belongs to the period shortly after her appointment: Audemars Piguet’s official history lists her as CEO since January 2024, and the company’s 2024 ESG report gives her start date as January 1. The interview with Monochrome Watches was published on March 14, 2024, and framed her arrival as roughly five months into the role. That timing matters: her comments describe her outlook then, not a current production or growth plan.
Resta said she had not been seeking another job and had not previously considered becoming a watch-industry CEO. She described the board’s selection process as centered on personal skills, leadership and values, rather than gender or prior experience in watches. Before joining AP, she had spent 22 years at Procter & Gamble, according to the interview.
Her introduction to the brand included visiting an AP boutique as a mystery shopper. Staff talked her through watchmaking history and gave her a book about high complications. The episode offered a personal glimpse of the technical storytelling she would later identify as part of AP’s appeal.
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How she saw the watch market changing
“I am arriving at a pivotal moment where the market is changing,” Resta said in the March 2024 interview. She pointed to what she saw as growing interest in watchmaking, including among younger clients, and said women remained underserved by the industry. Those are her observations, not quantified market findings.
Her response was not simply to call for more customers or faster expansion. She questioned whether AP should grow further if doing so would put at risk the qualities that distinguish its work. “Our speciality is craftsmanship, the human touch, and our obsession with detail and innovation,” she said. Her comments frame growth as a leadership trade-off: reach new clients while keeping the work and experience recognizably personal.
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Resta also emphasized adaptability. “The ability to adjust is the key skill of today,” she said. In context, that means responding to changes in clients and the market without treating scale as an end in itself.
Why the Milan AP House mattered to the interview
The conversation took place around AP’s Milan AP House, which the interview described as opening in 2024 in Garage Traversi. The five-floor venue brings together watches and museum pieces with art, music, hospitality and private client spaces. Resta characterized the concept as a bespoke experience for clients and collectors, rather than just a place to view products.
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Architect Piero Lissoni, identified in the interview as the AP House’s architect, described the aim as “not to design a shop. It was to design a home, a club. Creating a Milanese feeling,” in the interviewer’s quotation. The setting illustrates one way AP was presenting its client experience at the time: appointment-oriented and hospitality-led. AP’s current official pages direct visitors to AP Houses and boutiques for exploring watches and arranging service, though the lineup and availability of products change over time.
The brand history behind her comments
Audemars Piguet traces its founding to Le Brassus in 1875 and says it remains independent and owned by its founding families. That history helps explain why Resta’s remarks about preserving identity sit alongside the question of growth: she was speaking about a company whose appeal is closely tied to a distinct watchmaking tradition.
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The Royal Oak, designed by Gérald Genta, debuted in 1972. AP’s Code 11.59 collection launched in 2019. Both collections were part of the design context referenced in the interview, but those dates should not be read as a guide to what is available now. AP’s official site lists 2026 novelties, including releases in the Royal Oak and Code 11.59 lines; its current product range is subject to change.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the interview said about AP’s scale
The interview reported that sales had risen from approximately CHF 640 million to more than CHF 2 billion over 12 years under the former CEO, alongside annual production of around 50,000 watches. Those figures are reported by Monochrome Watches in the 2024 interview and are not presented here as current or independently audited company disclosures. They help explain why the question of whether to keep growing arose, but they do not establish Resta’s plans for output or revenue.
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