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Audemars Piguet officially marked its first appearance at the Watches and Wonders Geneva 2026 exhibition, taking place from April 14th to 20th. The brand's participation not only demonstrates its long-standing commitment to mutual support within the watchmaking industry but also reflects its efforts to connect deeply with those passionate about discovery. At Palexpo, Audemars Piguet's space takes the form of the "House of Wonders," inviting visitors on a journey to experience the art of crafting mechanical timepieces through a captivating immersive exhibition where the past and future intersect.
This experience also served as a springboard for the launch of Atelier des Établisseurs – a completely new concept dedicated to creating bespoke timepieces, celebrating the spirit of co-creation and rare craftsmanship. Furthermore, Watches and Wonders provided the perfect setting for the global premiere of the documentary Inside the Dream on April 15th, allowing viewers to delve deeper into the innovative workings behind the scenes of the brand's workshops. In conjunction with the “In the City” program, Audemars Piguet extended its influence beyond the event with a series of programs in Geneva, notably the AP Lab space at Pont de la Machine. Through these hands-on experiences, Audemars Piguet aimed to open the door to the world of exquisite craftsmanship for a wider audience, inspiring future generations of watch enthusiasts.
Audemars Piguet's participation in Watches and Wonders Geneva 2026 is a testament to its efforts to connect deeply with the public, while also affirming its strategic vision in fostering innovation and shaping the future of Haute Horlogerie watchmaking.
A multi-sensory exhibition connecting heritage and the future.
Audemars Piguet's "House of Wonders" takes visitors on a journey through space, exploring the watchmaker's universe in Le Brassus, where traditional mechanical craftsmanship and cutting-edge technology blend seamlessly in each creation. Systematically structured into a series of interactive rooms, each space celebrates a distinct aspect of the brand, revealing a treasure trove of techniques, design, and innovative breakthroughs.
Here, heritage watches are displayed alongside contemporary masterpieces, highlighting the brand's unwavering passion, family traditions, and spirit of pushing boundaries. The exhibition also fosters opportunities for direct interaction, allowing artisans to share their expertise and enthusiasm, while showcasing the latest achievements from their workshops.
The experience concludes in a dual space – where the tradition and innovative thinking of Audemars Piguet meet and dialogue. On one side is the brand's Lab area, showcasing breakthroughs in Research and Development (R&D) over five generations, focusing on material and ergonomic innovations. On the other side is the Atelier des Établisseurs, a profound tribute to its roots, ancient techniques, and long-standing collaboration with local artisans. This workshop model inherits from the établissage system that flourished in Vallée de Joux from the 18th to the mid-20th century. This was a network of highly specialized artisans and workshops, each responsible for crafting a specific component. In its early days, Audemars Piguet acted as a distributor (établisseur), ordering and sourcing individual parts from various workshops, then directly assembling and finishing them by hand to create unique timepieces.
Atelier des Établisseurs embodies the spirit of collaboration and the desire for innovation that has driven the brand's relentless breakthroughs, contributing to the development and international renown of the Swiss watchmaking industry for centuries. Through close collaboration with master craftsmen specializing in rare arts, both internally and externally, Audemars Piguet aims to create masterpieces that seamlessly blend traditional methods with contemporary techniques. The first three creations of this project are now on display, demonstrating that the core expertise and creativity of mechanical watchmaking remain a vibrant and ever-evolving legacy.
Inside the Dream - A film about talent and innovative spirit.
A perfected watch is a harmonious blend of engineering and design, but it often conceals the complex development process, the contributions of countless talents, and the meticulous effort behind it. To offer the public a fresh perspective on the art of watchmaking, Audemars Piguet has partnered with Terminal 9 Studios to produce a special episode in the Inside the Dream series. Since its debut in 2022, Inside the Dream has unveiled the world of iconic brands, revealing the passion and exceptional craftsmanship behind each product and service.
Continuing that journey, the new documentary takes viewers into the workshops of Audemars Piguet to follow the meticulous crafting process of the Royal Oak “Jumbo” Extra-Thin Selfwinding Flying Tourbillon Chronograph RD#5 – a version launched last year to celebrate the company's 150th anniversary. The camera captures how designers, artisans, watchmakers, and engineers work together to break the boundaries of anthropometric design, achieving a harmonious blend of refined tactile sensation and a simple yet elegant appearance.
The annual Watches and Wonders event, which connects the art of high-end watchmaking with the wider public, is therefore the ideal venue for the premiere of this valuable documentary on April 15th. The event will feature Ilaria Resta, CEO of Audemars Piguet, along with the artisans and celebrities featured in the film. The episode "Inside the Dream" will be broadcast on Prime Video, Canal+, and Tencent.
