The Discipline Of Real Luxury

In a rare face-to-face interview with the head of one of the most successful watch brands in the world, we sit with Jasmine Audemars to talk about luxury, the watch industry, and how offline and online will live and evolve together

- Carlos Pedroza

Since 1992, the great-granddaughter of Jules Louis Audemars, Jasmine Audemars, has been the chairwoman of the Board of Directors for Audemars Piguet. She is a powerhouse who studied economics at the age of 16 to then become deputy editor of a major Swiss newspaper at the age of 29 and soon after, the editor in chief. For 12 years she was a hard-core journalist until her father asked her to take his place at the venerated Audemars Piguet manufacturer. At 77, she’s not only the head of the company, but a dynamic force of nature with profound insights and knowledge on luxury, the watch sector and the technological evolution around the industry. Always discreet and perennially elegant, she can speak at great length about the technical features of a concept watch, the pros and cons of the smartwatch trend and at the same time, overseeing multiple projects from research and development to humanitarian and social initiatives sponsored by her family name ventures. Jasmine Audemars is a woman we deeply admire

The industry has faced many challenges over the years for different reasons. And Audemars Piguet has been able to be on top of that.

Yes, we have been lucky to sail safely through these bumpy times.

What are the pillars that allows Audemars Piguet to navigate these ups and downs?