As Audemars Pigeet celebrates its 150th Commemorative, the fine Swiss watchmaker is bringing its heritage from Le Brassus to Dubai with ‘The House of Wonders’ Dubai’s Technical Architecture Exhibition.
This historic year marks an important moment for the brand, which has maintained its independence since its founding in 1875. The participation of the Audemars in Dubai is a home church in this commitment to the region and its emerging relationship with audiences in the Middle East.
Talking to Arabian businessCherif Chamandi, Country Manager for Pigeet Ears Middle East, says the Annivils brand concept is a forward-looking brand as it relates to the culture of respect.
“Celebrating 150 years is about continuing evolution,” Chamandi said. “We show where we come from, but also what’s next with Audemars Pigeet books as we continue to innovate and strengthen our community.”
The brand continues to maintain its independence in a market dominated by Conglomerates.
Chamandi stressed that independence is a great and important opportunity. “This freedom allows us not only to be fast, but to be able to do it better to better anticipate this growing demand. The more you work with customers, the more you find that the demand is greater in the market.”
Performance in the region is measured not only by commercial terms but by what Chamandi calls the “WOW Effect” – How the brand continues to impress clients and keep them engaged.
The approach centers on growing relationships with existing customers while attracting new members to what the brand describes as the “AP” family. This dual focus means serving collectors at key moments in life while “opening doors to new members, growing the AP family, and being a gateway to the younger generation,” Chamandi said.
The role of technology is accelerating the role in luxury retailing, but Audemars is a pigeet who represents digital tools as nails instead of human interaction. Physical comfort means contrast – creating unusual human relationships and love rather than dynamic exchanges.
“Technology is not a threat,” says Chamandi. “Technology is an amazing and exciting tool that allows you to be one step ahead of the growing demand of our amazing customers.”
The brand uses CRM data to intelligently discover customer needs, habits, and tastes. “We carefully use our CRM database to anticipate the needs, habits, and tastes of our customers, to be there when they least expect us,” he explained. Technology Strategy position as “Silent Exporser to be able to create the best.”
Boutiques and independent salons are often part of the brand model or scale in high-growth markets such as Riyadh and Doha. Instead of expanding randomly, the strategy is focused on dividing how the shop is needed in big cities.
“This is how we promoted the merchandise, by creating unique concepts that have never been seen before in the industry,” said Chamandi.
This approach reflects lessons from 150 years of child observation. Audemars Pigeet is based on the tradition of Établabilissage, the process of gathering parts from special craftsmen and carving them into a finished time. Protecting and growing this supplier network is always important to maintain quality standards.
The second market reveals what leadership describes as the ‘million dollar question’ from customers and industry observers. Instead of seeing it as a risk or an opportunity, Audemars Pigeet closely monitors to stay ahead of customer needs and adjust strategy accordingly.
“We are very careful because by throwing it down and giving it your full attention, we are able to be one step ahead of our customers,” he said. The species considers it a necessary element of its ecosystem.
Sustainability is an integral part of Audemars’ identity and Pigeet’s identity, with measures integrated into all areas of the business. Audemars Pigeet foundations also play an important role in building bridges with local communities and environmental protection in regions around the world.
Chamandi became a father three years ago, encouraging the display of legacy and influence. “When my son was born, I asked myself, where did I go from this little fellow? What legacy?” he said. Environmental, social, and managerial considerations are now a factor in strategic planning at all levels.
From the watchmaker creating a set of customers around the world, the Audemars pigeets represent their business as what chamandi calls “a beautiful human adventure.” Customers act as ambassadors for the brand, making the watches repeatable in the market.
“Encouraging human interaction has always been at the heart of all our strategies,” he said. “Our success is linked to the growth and passion of our people inside and outside.”
Looking forward, Mission centers maintain good retention and create consistent wow effects for customers over time. That requires growing talent, empowering teams and expanding the community of like-minded enthusiasts.
This plan emphasizes the youth involved and increases the passion for watching material among generations and women, who have been long-term supporters. Marketing concepts will evolve into “virtual network spaces where people can exchange ideas, grow their passion and learn about viewing –
Chamandi draws inspiration from an unlikely source: Japanese anime. “I grew up loving Japanese anime and it was always a question: How can you be attacked?” he said. “My real goal is to create the Indestructible species. AP was here 150 years ago. The goal is to make sure you’ll still be here in the next 150,000 years!”
