Audemars Piguet Depart SIHH After 19 Years

Diana Bell-Heather   |   27-09-2018

Audemars Piguet announced the end of the 19-year-long collaboration with Salon International de la Haute Horlogerie, also known as SIHH.


Audemars Piguet

Audemars Piguet.


“The evolving nature of the watchmaking industry is such that Audemars Piguet’s business model is changing and the Manufacture has decided to explore new directions in order to forge closer and more direct relationships with end-clients and watch enthusiasts worldwide,” reads a statement from the watchmaker. “Audemars Piguet would like to thank the SIHH for such an enriching partnership and wishes them all the best for the future.”


The manufacture from Le Brassus will attend the SIHH for the last time in 2019, and they won’t be the only ones as Richard Mille also withdraw from the annual fair held in Geneva.


Richard Mille McLaren editorial ae magazine middle east uae

Richard Mille shoot for A&E December 2017 Issue.


“The Richard Mille brand has developed considerably its international distribution network over the last few years, notably by opening a growing number of dedicated mono-brand boutiques. In turn, it has drastically reduced its representation through multi-brand retailers in order to qualitatively satisfy a constant increase in demand,” the company said in a statement. “Consequently, the brand’s presence at exhibitions no longer corresponds to its strategy for exclusive and selective distribution. It is with deep regret therefore that we are announcing our withdrawal from the Salon International de la Haute Horlogerie (SIHH) following the 2019 edition.”


This leaves us to wonder what the prestigious trade fair will look like in the future with the customer tendency to attend shows, talks and presentations – such as Dubai Watch Week. The more intimate environment can lead to a closer relationship between these historical watchmakers and their target audience.