Audemars Piguet is broadening its product lineup by launching a high jewellery collection under its Royal Oak brand, aiming to attract more female customers and expand beyond its traditional watchmaking focus. The new Royal Oak Joaillerie line features 19 pieces, including necklaces, chokers, bracelets, cuffs, and earrings, incorporating diamonds, emeralds, and pink sapphires, with some gems weighing up to five carats. Prices range from 48,000 Swiss francs (approximately $57,720) to several million dollars.

The collection debuted during Paris Fashion Week and will soon go on a global tour. Unlike the brand’s timepieces, which are primarily sold through its 25 “AP Houses”—a blend of private clubs and boutiques—the jewellery will initially be offered exclusively at private client events rather than standard retail outlets.

This strategic move marks the Swiss luxury watchmaker’s foray into a product segment with distinct customer demographics and growth potential. Currently, about 70 percent of Audemars Piguet’s clientele are men, whereas jewellery buyers tend to be predominantly female. Industry experts note that the watch market remains collector-driven and male-oriented, while the jewellery market benefits from a stronger influence of fashion trends and a larger female consumer base.

The launch comes amid diverging sector trends: Swiss watch exports declined by 1.7 percent in 2025, including a sharp 12.1 percent drop in China, while jewellery sales are forecast to grow by 2 to 4 percent this year. Audemars Piguet’s CEO, Ilaria Resta, emphasized the brand’s ongoing strength in watches, citing estimated 2025 sales of 2.6 billion Swiss francs—up 9 percent year-on-year—and production of approximately 53,000 timepieces at an average retail price of 51,000 francs. By comparison, the industry leader Rolex produces around one million watches annually, with an average price of 14,000 francs.

Resta, who took the helm in 2024, noted that jewellery is not a dramatic departure for the company, which has historical ties to the craft through collaborations with jewellers like Cartier and Tiffany & Co and has operated its own jewellery workshop since the 1980s. The Royal Oak’s distinctive octagonal case and signature bracelet links inspired the designs in the new collection, intended to coordinate with the watch itself.

She highlighted that customer behavior also influenced the launch: some clients already wear multiple Royal Oak Mini watches stacked together as jewellery. Discussions about branching into jewellery became more concrete following a private client event in Hong Kong late last year, from which three collection pieces drew direct inspiration.

Initial production will be limited, with most pieces available on demand. Resta dismissed claims that jewelry purchases might provide preferential access to Audemars Piguet’s highly sought-after watches, underscoring a clear separation between the two product lines.

Diversification into jewellery is a well-trodden path among Swiss luxury watchmakers. Brands like Piaget and Chopard have long blended both categories, leveraging designs that integrate timepieces with fine jewellery. Such expansions help these companies engage clients through multiple touchpoints and reduce reliance on a single segment.

However, some experts caution that expanding beyond watches risks diluting the brand’s core expertise. Maintaining a strong identity rooted in specialized craftsmanship remains crucial, even as companies diversify their offerings to capture new markets and customer segments.