Making moves in Meyrin.Audemars Piguet (AP) is increasing its presence in what’s historically been the territory of Patek Philippe and Vacheron Constantin. Not only is AP returning to Watches & Wonders, the industry’s flagship event held each year in Geneva, the brand is also expanding its footprint in the city’s suburb of Meyrin with an expanded case and bracelet manufacture.
What and where
Meyrin was already the home of AP’s case and bracelet manufacture, but the brand has been bulking up on industrial capacity and took over a U-shaped building, completed in 1965 for a pharmaceutical company, in 2023. The new facility increases its Geneva footprint almost four-fold, to 9,000 square metres, with room for 350 staff.
While the brand has built new structures closer to home, the choice to renovate an existing historical building is notable. Fortunately AP’s employees won’t be stuck in the past, as the building has been modernised for energy management and to accommodate modern machines.
The building is a short jaunt from Les Boîtiers de Genève, F.P. Journe’s case and bracelet manufacture, in what’s already a hotbed of horological activity, home to brands like Roger Dubuis and Chopard.
In addition, the new facility will be home to what the brand is calling its New Technologies hub, presumably part of the brand’s new approach to research and development, known internally as the ‘Fab Lab.’
Industrial excellence
We recently had the chance to hear directly from AP’s chief industrial officer Lucas Raggi, who outlined the brand’s quest for industrial quality. The expansion in Meyrin adds further industrial capacity to a brand that has already demonstrated a willingness to invest heavily in its manufacturing infrastructure.
The Arc Manufacture in Le Brassus, which recently came online, was itself designed to be part of a manufacturing ecosystem capable of producing up to 65,000 watches annually, up from an estimated 50,000 in 2025 and roughly 30,000 just a few years prior. The Meyrin expansion, which quadruples the brand’s case and bracelet manufacturing footprint, is another step in this direction.
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Facts Only
Audemars Piguet (AP)
Expansion in Meyrin, Geneva
U-shaped building previously used by a pharmaceutical company
Increased footprint to 9,000 square metres
Room for 350 staff
Home to AP's case and bracelet manufacture
Les Boîtiers de Genève nearby, home to brands like Roger Dubuis and Chopard
New Technologies hub
Arc Manufacture in Le Brassus recently completed
Executive Summary
Full Take
Audemars Piguet's expansion in Meyrin is part of a broader strategy to increase industrial capacity, as the brand seeks to produce up to 65,000 watches annually by 2025. This move comes amidst growing competition in the luxury watch industry, with AP returning to Watches & Wonders, historically the territory of Patek Philippe and Vacheron Constantin. The renovation of an existing historical building also signals a commitment to sustainability and preserving Geneva's rich horological heritage.
However, it is worth considering whether this expansion could lead to increased competition in the local market and potential strain on resources. Additionally, while AP has demonstrated a willingness to invest in manufacturing infrastructure, it remains to be seen how these investments will impact the brand's overall profitability and product quality. It will also be interesting to see how the New Technologies hub contributes to Audemars Piguet's research and development efforts, potentially leading to innovations that set AP apart from competitors.
Questions for further inquiry might include: How does this expansion affect Audemars Piguet's relationship with other luxury watch brands in Geneva? What impact will the New Technologies hub have on the brand's long-term strategy and product development? And, how will Audemars Piguet balance its commitment to sustainability with the demands of increased production?
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