Craft at Scale: Audemars Piguet’s Industrial Strategy
Audemars Piguet is experiencing significant growth, having generated over CHF2.4 billion in 2025 and produced more than 50,000 watches. The brand’s new Arc Manufacture aims to increase capacity to 65,000 watches annually by 2027, balancing industrialization with artisanal craftsmanship. Chief Industrial Officer Lucas Raggi emphasizes that industrialization focuses on process engineering rather than automation, allowing for consistency in quality while maintaining hand assembly for each watch. The introduction of a robotic parts retrieval system is one way the company improves efficiency without sacrificing the traditional skills of its watchmakers. Raggi's leadership also marks a shift in innovation at Audemars Piguet, moving away from complication-specific siloes towards a more integrated approach in their fabrication laboratory. This strategy emphasizes user-friendliness and ergonomics, with new designs simplifying user interactions with the watches. The brand has revamped its movement lineup and is focusing on creating platforms that support various complications. While Audemars Piguet embraces modern manufacturing techniques, it simultaneously preserves its heritage, striving to find a balance between tradition and innovation.
