INDUSTRY NEWS : Audemars Piguet and Richard Mille to leave the SIHH

News about the SIHH in recent years has been about its expansion, with a significant number of brands having joined the fair in recent times, or contraction in fair time, for the SIHH 2019.

Now, both Richard Mille and Audemars Piguet have announced that the 2019 fair will be their final one.

Richard Mille issued a statement, which you can read below, outlining their reasons. The brand first joined the SIHH in 2010.

A couple of hours after the release of this statement, Audemars Piguet also announced that the SIHH 2019, their twentieth fair, will be their last SIHH. They have also cited a changing business model, with their focus on dealing more directly with customers, as the reason for this decision. To this end, they are also reducing their points of sale, with a plan to reduce this to about 200 by the end of 2018.

Instead of one major release of new models each year, Audemars Piguet plan to have a series of product launches staggered throughout the year in targeted locations focused on their existing and potential customers, with these new products being more quickly available than the watch fair-to-market lag time familiar to watch enthusiasts.

This year, Audemars Piguet entered the e-commerce world for the first time via an online boutique partnership with, and it is expected that they will continue to pursue this sales channel.

The current list of exhibiting brands for the SIHH 2019 are as follows: A.Lange & Söhne, Audemars Piguet, Baume & Mercier, BOVET, Cartier, Girard-Perregaux, Greubel Forsey, Hermès, IWC, Jaeger-LeCoultre, Montblanc, Panerai, Parmigiani Fleurier, Piaget, Richard Mille, Roger Dubuis, Ulysse Nardin, and Vacheron Constantin.

The brands who will form the Carré Des Horlogers for the SIHH 2019 are Armin Strom, Christophe Claret, Chronométrie Ferdinand Berthoud, DeWitt, élégante by F.P.Journe, Grönefeld, H. Moser & Cie, Hautlence, HYT, Kari Voutilainen, Laurent Ferrier, MB&F, Ressence, Romain Gauthier, RJ, Speake-Marin, and Urwerk.

Categories: Audemars Piguet, Industry news, Richard Mille, SIHH 2019, Switzerland, watches

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