Audemars Piguet: "The watches we make last forever"

The oldest Swiss watchmaker still in the hands of its founding family has just launched a new collection - the first in 25 years Having kept the craft alive for over 140 years and created landmark designs, the company has been working on a new collection for the past seven years "We decided to challenge ourselves," says François Bennahmias, CEO of Audemars Piguet.

Designing the new collection starts with improving the power and precision of the watch, so there was a need for new movements, he tells us "In 2012, it was in October when I put forty of our best watchmakers in a room and I said I was going to close the room for as long as it takes until they come up with a new idea for a new automatic mechanism and a chronograph mechanism," he remembers, adding that in a little over four hours, all of them went to dinner having worked out the innovations on paper Years of development followed until all 13 models of the CODE 1159 collection were completed.

"The younger generation got used to throwing away things, for example their iPhone when a new model comes out," he says. . Source