Tag Heuer’s new CEO—and the Audemars Piguet blueprint

If Resta’s success at Audemars Piguet is any reflection, Goasglas’ credentials in direct consumer marketing could also work in her favour at Tag Heuer.

Resta’s insights into digital storytelling and real-time engagement, experiences drawn from her former professions, are exactly what the watch industry needs right now, as brands court a new generation of tech-savvy, social media-fed consumers and watch collectors. Under her stewardship, Audemars Piguet defied the industry downturn and recorded a 10 per cent increase in revenue, overtaking Omega as the third biggest watch brand in 2025, according to Morgan Stanley.

But perhaps her most significant accomplishment is the impressive growth in Gen-Z and female customers, two demographics every watch brand covets. Resta has reframed the communication of the brand and its products, making it more inclusive, engaging, and relatable without diluting its prestige and heritage. 

Here are some lessons from Resta’s playbook:

1. Watches are no longer identified by gender, but by what they offer emotionally and aspirationally.
2. Cultivating brand affinity with the next generation of buyers by deepening the AP Social Club and AP House platforms. For instance, AP Social Club now functions as a space to discover new releases with clients, media, and retailers, inviting a broad spectrum of its audience for a face-to-face interaction—something rare in this exclusive world. 
3.  Actively building a community of Gen-Z customers by offering them what they want: history, storytelling, authenticity, and craftsmanship.
4. Championing inclusivity, even those who are not (yet) customers. Part of Audemars Piguet’s strategy is “opening up the watch industry to as many people as possible, breaking down barriers to knowledge to make it accessible to all watch enthusiasts and connoisseurs, whether they are customers or not,” Resta noted at the February AP Social Club event in Andermatt, Switzerland.
5. Take risks to foster innovation. The Fabrication Laboratories (or Fab Labs) in Audemars Piguet’s Arc manufacture is responsible for pushing prototypes and models, with no obligation to be commercially available. The point of this exercise, according to Resta, is to spark debate and interest. “It's an experiment, but one that pushes the boundaries of what is possible,” she told Luxury Tribune. 

Resta proved that the best person to sell a watch is not necessarily someone who has spent a lifetime making them, but someone who understands why people want to wear one. Goasglas arrives at this position with the same consumer instincts and digital fluency—in addition to the insider knowledge of a brand she has called home for seven years. The conditions, it seems, are favourable. Now comes the hard part.

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