Audemars Piguet: humorous greetings to mark change of management

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.

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Featured Photo: © Audemars Piguet

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Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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