The watch market needs to do more to attract women consumers, Audemars Piguet CEO Ilaria Resta (pictured) said in an interview with Bloomberg.

“We are trying to cater to women, cater to a new generation of clients,” said Resta, one of the few women to head a major watch brand.

Audemars Piguet estimates that by 2030, 45% of its buyers will be women, according to Resta. Currently, women make up only about 20% of customers, she said.

“We see women actually being more and more interested in mechanical watchmaking and high-end mechanical watchmaking…. They are becoming collectors,” Resta told Bloomberg.

She added that the industry needs to stop seeing “men’s watches” and “women’s watches” as different markets.

“This is not the way that women think about the category—nor men, by the way,” she said.

Resta also noted that Audemars Piguet’s certified pre-owned program, announced in early 2023, will be rolled out next year.

“We are working on it as service for clients,” she said.

On another topic, Resta said Audemars Piguet is “committed to remaining independent…it’s part of the DNA of the company.”

(Photo courtesy of Audemars Piguet)

 

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