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In a recent report by Business of Fashion, it has been revealed that Ilaria Resta, the newly appointed CEO of Audemars Piguet, is contemplating a significant change in the approach to the brand's growth. Rather than pursuing increased production and sales in the coming years, Resta is placing her primary emphasis on building brand reputation, ensuring product quality, and fostering innovation. Under her leadership, growth is not seen as the highest priority; instead, Resta's focus lies on establishing Audemars Piguet as a name synonymous with excellence.     Resta's main objective is not to expand production but to optimize the company's structure, which has undergone substantial growth in recent years. Contrary to speculations about preparing the business for sale, the owners have expressed a firm desire to maintain independence and autonomy.     Practically, Resta plans to introduce more intricate and sophisticated models at higher price points. Furthermore, she aims to increase the mark-up on the brand's leading models in the secondary market, bringing them in line with esteemed competitors such as Patek Philippe and Rolex. To accomplish this, Resta intends to engage customers directly, leverage brand image, and potentially create an artificial scarcity to enhance desirability. Photo source: Monochrome Watches     While women currently comprise 25% of Audemars Piguet's direct clients, Resta believes that the concept of gender-specific watches is becoming less relevant. Consequently, the brand will introduce smaller unisex models to cater to changing consumer preferences. The Code 11.59 line, already accounting for 11% of overall sales, will also be expanded to captivate a wider customer base.   Photo source: Audemars Piguet   To help bolster profits, Audemars Piguet will prioritize sales through its own boutiques, known as AP houses, rather than relying heavily on dealer networks. Resta intends to foster stronger relationships with top clients and brand ambassadors. Collaborations will also play a vital role in expanding reach and influence, choosing partnerships based on strategic fit rather than personal preference.   Photo source: Hodinkee   Parallel to these strategic shifts, the luxury industry faces the persistent challenge of managing unsold inventory. Luxury conglomerates like LVMH and Kering, comprising brands such as Gucci, Balenciaga, and YSL, struggle with increasing unsold balances each year. Discarding or destroying the excess stock is deemed ecologically and socially unacceptable, and reduction in prices would undermine the brands' carefully crafted pricing policies. Managing this balance becomes an intricate task for luxury brands.     Given the evolving market dynamics and a cooling demand, Resta's decision to eschew aggressive production expansion may prove to be a prudent move for Audemars Piguet. Early signs of this strategic shift are already evident in the brand's latest releases. For those avidly eyeing an Audemars Piguet timepiece, now may be an opportune time to make a purchase, as prices are expected to rise noticeably in the near future.  

The Iconic Spy and His Watches

Photo courtesy: "Dr. No" movie    In the 60-year journey of the James Bond film franchise, starting with the iconic "Dr. No" in 1962, we've been swept away by the suave secret agent's breathtaking adventures, flashy gadgets, and unforgettable theme songs. Yet, beneath the surface of shaken martinis and explosive showdowns lies a distinct element that holds an equally magnetic charm - the watches that have accompanied Bond's wrist over the years.   Bond's watches aren't mere style statements; they are the epitome of utility in the most thrilling, and often fantastical, sense. These timepieces are much more than devices for telling time – they are the ultimate tools for espionage, equipped to slice through barriers, disarm foes, and occasionally deliver a pulse-racing EMP.    Photo by Getty Images / Gabe Conte   It all began with the Rolex Submariner ref. 6538, an early companion for Sean Connery's Bond. This watch, sturdy and sophisticated, accompanied him through several films. From Connery's leather-strapped look to the legendary "Bond NATO" strap, the Rolex Submariner proved to be the perfect partner for his missions. Even Breitling made a cameo in "Thunderball."   The show of iconic watches continued with various actors taking on the Bond mantle. George Lazenby sported a Rolex Pre-Daytona Chronograph ref. 6238, while Roger Moore's Bond favored a mix of Hamilton, Seiko, and his trusty Submariner (ref. 5513). Timothy Dalton's Bond was no stranger to Rolex and even sported a TAG Heuer Night Diver.   Then came the icon - Pierce Brosnan, changing the course of Bond watch history. In "GoldenEye" (1995), Brosnan's Bond bid farewell to Rolex and introduced the world to the Omega Seamaster Professional 300m, complete with its signature blue wave dial and bezel. This horological partnership became so iconic that the Seamaster is now simply known as the "Bond Seamaster." The on-screen union gave birth to a series of film-inspired limited-edition timepieces, solidifying the connection between Bond and Omega.   As the Bond role was passed to Daniel Craig, Omega Seamasters remained a trusty companion. From the Professional to the Planet Ocean, each film saw Bond with a different iteration of the Seamaster. Notably, the Seamaster 300 from "Spectre" earned praise from watch aficionados worldwide. Yet, it was the watch linked to his final film, "No Time To Die," that was the real deal. The vintage-inspired Seamaster Professional 300m, featuring a mesh bracelet or a Bond-style NATO strap, gained huge attention. Despite the movie's pandemic-induced delays, the watch created a sensation, underscoring Bond's influence on both pop culture and horology.   Reflecting on these emotion-filled 60 years of Bond, it's fitting to celebrate the fusion of elegance, action, and timekeeping mastery. As we put on our  tuxedos, strap on our favorite watches, and enjoy a shaken-not-stirred beverage, we honor a legacy that has left a lasting imprint on the world of cinema and watches alike. So, here's to James Bond, the most famous agent, and his watches that have, through the years, ticked away their mark on history.