Cover This latest step by Audemars Piguet marks a new chapter in the long dialogue between haute horlogerie, sport and contemporary culture.
This latest step by Audemars Piguet marks a new chapter in the long dialogue between haute horlogerie, sport and contemporary culture.
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This latest step by Audemars Piguet marks a new chapter in the long dialogue between haute horlogerie, sport and contemporary culture.
There's a reason why certain sports have suddenly become a new universal language for the global community. It's not just about the competition, but the collective energy they create—about the rhythm, precision, connection, and spontaneous moments that can only be born through play.
In recent years, Audemars Piguet has seen this phenomenon grow through a discipline that has now become a global cultural movement : Padel. Now, the Le Brassus-based haute horlogerie maison has officially entered the padel world through a global partnership as Official Timekeeper for the Qatar Airways Premier Padel Tour, as well as a new collaboration with Agustín Tapia, the world's number one player.
This announcement isn't just an expansion into a new sporting realm. For Audemars Piguet, it's a natural continuation of its long association with sport as a meeting place for performance, craftsmanship , and human connection .
Above This latest step by Audemars Piguet marks a new chapter in the long dialogue between haute horlogerie, sport and contemporary culture.
This latest step by Audemars Piguet marks a new chapter in the long dialogue between haute horlogerie, sport and contemporary culture.
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Why Padel Is Audemars Piguet's Choice?
Amidst its global explosion in popularity, padel has evolved far beyond its status as a niche sport. Born in Mexico, deeply rooted in Latin American culture, and then rapidly expanding in Spain, padel now sits at the intersection of sport, lifestyle, fashion, and culture .
It's played in pairs—requiring synchronization, intuition, coordination, and sensitivity to the rhythm of both the opponent and the partner. This characteristic makes the sport so in tune with the philosophy of haute horlogerie.
Above This latest step by Audemars Piguet marks a new chapter in the long dialogue between haute horlogerie, sport and contemporary culture.
This latest step by Audemars Piguet marks a new chapter in the long dialogue between haute horlogerie, sport and contemporary culture.
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As in mechanical watchmaking, paddlework demands extreme precision, harmony between elements, and the ability to read time in fractions of a second.
"Sport has always been a part of Audemars Piguet's story. With padel, we are continuing that journey while opening a new chapter guided by the values that matter to us—inclusion, teamwork, and talent, " said Ilaria Resta, Chief Executive Officer of Audemars Piguet. Furthermore, padel also reflects a new way luxury brands are building closeness with their communities: through shared experiences that feel organic and personal.
Above This latest step by Audemars Piguet marks a new chapter in the long dialogue between haute horlogerie, sport and contemporary culture.
This latest step by Audemars Piguet marks a new chapter in the long dialogue between haute horlogerie, sport and contemporary culture.
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Premier Padel, a New Global Stage
As an official partner of Premier Padel, Audemars Piguet will be present throughout the season through various integrations, from court clocks to exclusive branding elements at several international tournaments. Founded in collaboration with the International Padel Federation, Premier Padel has grown to become the leading reference for professional competition in the sport.
The circuit brings together the world's best athletes in prestigious venues across continents, accelerating the expansion of padel as a global phenomenon. For Audemars Piguet, this engagement opens up a space to connect with a new audience—a community that values performance, technique, and the aesthetics of competition.
Above This latest step by Audemars Piguet marks a new chapter in the long dialogue between haute horlogerie, sport and contemporary culture.
This latest step by Audemars Piguet marks a new chapter in the long dialogue between haute horlogerie, sport and contemporary culture.
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Agustín Tapia: Precision, Creativity, and Instinct
To strengthen its presence in the padel world, Audemars Piguet also partnered with Agustín Tapia, a figure currently considered the defining player of his generation. Born in Catamarca, the Argentine athlete is known for his playing style, which combines technical precision, extreme creativity, and almost intuitive rhythmic control. Tapia is more than just an efficient player—he is a creator on the court.
His ability to create unexpected shots , read the game at a high tempo and maintain composure under pressure makes him a figure perfectly aligned with the values of the Swiss maison.
" It's an honor to join Audemars Piguet, a manufacturer defined by precision, excellence, and the constant pursuit of perfection ," said Tapia. This collaboration places Tapia in the ranks of Audemars Piguet's athlete partners, alongside names like Serena Williams, Aryna Sabalenka, Simone Biles, and Shai Gilgeous-Alexander.
Above This latest step by Audemars Piguet marks a new chapter in the long dialogue between haute horlogerie, sport and contemporary culture.
This latest step by Audemars Piguet marks a new chapter in the long dialogue between haute horlogerie, sport and contemporary culture.
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More Than Sponsorship: Building Community
Audemars Piguet's entry into the world of padel doesn't stop with competition sponsorships. The house is also preparing various experiential initiatives, including a Pro-Am tournament that will bring together professional athletes, clients, and the Audemars Piguet community in a more intimate format.
In addition, a network of padel club partnerships will be developed in various strategic destinations in Europe, the Middle East, Asia, and the Americas. This move underscores a strategy increasingly adopted by luxury maisons today: building cultural relevance not through mere visibility, but through meaningful participation in an ecosystem that is shaping a new zeitgeist .
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