Audemars Piguet Brings Its 150 Year Legacy to Dubai in Dazzling New Showcase

Dubai Jewellery News: A Milestone Moment for A Legendary Watchmaker

Audemars Piguet is celebrating 150 years of watchmaking mastery in spectacular fashion as it brings its storied heritage from Le Brassus to the Middle East for this year’s Dubai Watch Week. The brand’s new exhibition, The House of Wonders, highlights craftsmanship, innovation and the human spirit that has defined the Manufacture since 1875. This anniversary represents a defining moment for the company, reinforcing its singular status as one of the very few luxury watch brands that remain fully independent. Its growing engagement with collectors in the Middle East continues to shape its presence in one of the world’s most dynamic luxury markets. Cherif Chamandi, Country Manager for Audemars Piguet Middle East, said the 150-year anniversary is both a celebration of the brand’s heritage and a moment to look toward its future. This Dubai Jewellery News report focuses on how the milestone showcases Audemars Piguet’s continued dedication to craftsmanship, creativity and its growing global community.

A landmark anniversary exhibition brings Audemars Piguet’s heritage and innovation to Dubai Watch Week with some exclusive timepieces
Image Credit: Audemars Piguet

Independence As a Strategic Advantage

Despite a luxury market dominated by sprawling conglomerates, Audemars Piguet remains committed to its founding independence—allowing it to remain agile, forward-thinking and deeply responsive to shifts in global demand. Chamandi explained that this independence fuels speed and adaptability, helping the brand stay close to clients and nurture what he calls the “wow effect”, the emotional connection that keeps collectors engaged. This approach relies on maintaining strong ties with longtime clients while also welcoming new generations into what the brand affectionately refers to as the “AP family”, ensuring each milestone moment in a collector’s life is marked with care and exclusivity.

Craftsmanship Heritage and The Role of Technology

The pandemic pushed luxury retail into a more digital space, but Audemars Piguet has embraced technology not as a replacement for human connection, but as a silent enhancer. CRM systems help the brand anticipate client preferences with discretion, yet human craftsmanship remains the driving force. Its boutiques and private salons in high-growth cities like Riyadh and Doha reflect this balance—merging modern concepts with the timeless artistry of watchmaking. The company continues to honor the traditional établissage process, preserving the network of artisans and suppliers essential to ensuring its uncompromising standards of quality.

Cherif Chamandi, Country Manager for Audemars Piguet Middle East
Image Credit: Audemars Piguet

Sustainability Vision and The Human Spirit Behind the Brand

Audemars Piguet’s sustainability commitments are now deeply embedded across all operations. The brand’s foundations support environmental and community initiatives worldwide, a mission that Chamandi says became even more personal when he became a father. The future of watchmaking, he believes, lies not only in technical excellence but in nurturing talent, empowering teams and inspiring younger generations and women who have long been integral to the brand’s legacy. Retail spaces will evolve into networking hubs where passion for watchmaking thrives, ensuring that the artistry behind every timepiece remains central.

Looking Ahead to The Next Century and Beyond

Chamandi sees Audemars Piguet’s journey as a “human adventure”—a story kept alive by watchmakers, clients and communities around the globe. He envisions the brand growing stronger and more resilient, drawing inspiration from his childhood love of Japanese anime and its chase for indestructibility. With 150 years behind it, the mission is to build a legacy capable of thriving for millennia, supported by innovation, human connection and a global community united by a love for exceptional watchmaking. The dedication to excellence and emotional resonance is what will carry the brand into the next eras of its remarkable story.

The brand’s continued evolution, its commitment to nurturing future generations and its unwavering focus on crafting wonder through human hands position Audemars Piguet as a timeless force in the world of haute horology. As luxury shifts and markets change, the company’s emphasis on independence, sustainability, emotional engagement and meticulous craftsmanship ensures that its legacy will not only endure but expand, strengthening its global community of devoted admirers for years to come.

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