For a watchmaker with a client base that is reportedly 70% male, the new Royal Oak Joaillerie line could offer Audemars Piguet a pathway to a female customers – and access to a category currently showing greater momentum than watches.

Women buying for themselves accounted for 27.5% of Audemars Piguet’s clients in 2025, according to chief executive Ilaria Resta. She wants that to reach 40% over the coming years. Although the company avoids dividing its products into men’s and women’s categories, its new jewellery business could help close that gap without imposing gender labels on its watches.

The wider market makes the timing particularly interesting. Bain & Company described jewellery as the standout luxury category in 2025, estimating that sales increased by between 4% and 6% to €32 billion. Sales of new watches were broadly flat at an estimated €52 billion.