Audemars Piguet and Richard Mille End Their Collaboration with the SIHH (Salon International de la Haute Horlogerie)

Luxury Swiss watch brands Audemars Piguet and Richard Mille have announced the withdrawal of their partnership with the prestigious luxury watch event SIHH.

Audemars Piguet is ending its collaboration with the SIHH (Salon International de la Haute Horlogerie) after 19 years of partnership. The manufacture from Le Brassus will attend the SIHH for the last time in 2019.

The evolving nature of the watchmaking industry is such that Audemars Piguet’s business model is changing and the Manufacture has decided to explore new directions in order to forge closer and more direct relationships with end-clients and watch enthusiasts worldwide.

Richard Mille has also announced their withdrawal from the Salon International de la Haute Horlogerie (SIHH) following the 2019 edition. The Richard Mille brand has developed considerably its international distribution network over the last few years, notably by opening a growing number of dedicated mono-brand boutiques.

In turn, it has drastically reduced its representation through multi-brand retailers in order to qualitatively satisfy a constant increase in demand. Consequently, the brand’s presence at exhibitions no longer corresponds to its strategy for exclusive and selective distribution.

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