Audemars Piguet has produced a humorous video greetings card featuring outgoing CEO François-Henry Bennahmias and his successor Ilaria Resta, in post since January 1. The self-deprecating film highlights the authenticity and personality traits of the two protagonists, as well as the values held dear by the Le Brassus-based watchmaker.
Under the guise of a faux making-of, Ilaria Resta and François-Henry Bennahmias, Audemars Piguet’s incoming and outgoing General Managers respectively, were brought together on screen for the watchmaker’s first video greeting.
The initiative, hailed by the profession, demonstrates the growing importance of humor (including second-degree humor) in the creation of employer brand content.
Being serious without taking yourself too seriously
Shared on social networks during the week of Christmas Eve, Audemars Piguet’s “Greetings from Le Brassus” video shows Ilaria Resta, the new General Manager, with a background in the beauty industry, in post since January 1, 2024. François-Henry Bennahmias, the departing CEO – after eleven years at the helm of the company – appears in several sequences as a guest.
Each in his own way, they send their best wishes to the AP Family, the brand’s community of friends, be they employees, customers, suppliers or stakeholders.
To mark the departure of French iconoclast François-Henry Bennahmias and the arrival of Ilaria Resta, an Italian-Swiss dual national and the brand’s first female director, Audemars Piguet has chosen to play humorously with the codes of ordinary machismo, in particular manterrupting.
The watchmaking industry is still perceived as a male preserve, judging by the all-too-few women at the helm of watch manufacturers.
Discover our plans Subscribe for 1€ Become an active member of the community of luxury leaders.
To continue reading this article, subscribe or log in to your account
Read also > AUDEMARS PIGUET APPOINTS NEW CEO
Featured Photo: © Audemars Piguet
