Audemars Piguet, one of the “Big Three” Swiss luxury watchmakers, has announced a significant strategic move, naming Louis-Gabriel Fichet as the new Chief Executive Officer of Audemars Piguet Americas.
This appointment marks a pivotal moment for the prestigious manufacture, signaling a clear focus on solidifying its presence and elevating the client experience across North and Latin America, one of its most critical and dynamic markets.
From Hospitality to Horology
Louis-Gabriel Fichet is not new to the Audemars Piguet family, nor to the world of high-end luxury, though his background is notably diverse. He initially joined the company in 2020 as Retail & Hospitality Director, where he was instrumental in redefining the AP client experience. This vision put hospitality at the core of luxury retail, an approach that has become a hallmark of the brand globally, particularly through its exclusive AP House concept.
Before his tenure at AP, Fichet’s professional journey was steeped in the world of high-end service and experience:
- A Foundation in Sport: Originally from Chartres, France, Fichet was a competitive member of the French national show jumping team, a background that suggests discipline, precision, and a relentless pursuit of excellence—qualities deeply aligned with fine watchmaking.
- Luxury Hospitality: His career transitioned into the hospitality sector, where he worked with groups like Jean-Louis Costes and consulted on prestigious projects, including Alain Ducasse’s operations at the Hôtel Plaza Athénée in Paris.
Most recently, Fichet served as Country General Manager for France and Spain since July 2023. In this role, he successfully steered significant growth and market expansion, including major projects like the upcoming first AP House in Paris.
The Vision for the Americas
As CEO of the Americas, Louis-Gabriel Fichet steps into the shoes of previous leaders to oversee all business activities across North America and Latin America. He will be tasked with building upon the brand’s immense momentum, ensuring that the Audemars Piguet philosophy of client-centricity and experiential luxury resonates deeply throughout the region.
In a market defined by an appreciation for exclusivity, innovation, and direct brand connection, Fichet’s experience is perfectly tailored:
- Elevating the Client Journey: His background promises a continued focus on making every interaction with the brand, from the initial discovery to post-purchase service, an unforgettable, high-touch experience.
- Strategic Growth: With the global demand for iconic pieces like the Royal Oak remaining exceptionally high, Fichet will lead the strategic expansion of Audemars Piguet’s retail footprint, ensuring a controlled, quality-driven approach to meeting market appetite.
- Connecting Cultures: Overseeing both North and Latin America requires a nuanced understanding of diverse luxury consumers. Fichet’s international experience will be key to tailoring the brand message and retail concepts to these distinct markets.
Reporting directly to Global CEO Ilaria Resta, Fichet’s appointment underscores the brand’s commitment to placing dynamic, strategically minded leaders in key regional roles. It heralds a new, exciting chapter for Audemars Piguet in the Americas—one focused on innovation, hospitality, and an uncompromising commitment to the artistry of time.
