CEO of the LVMH Watchmaking Division and CEO of TAG Heuer, thinks the watch represents what it aims to be as a brand.
A star studded line up of celebrities including Amanda Seyfried, Piers Brosnan and Hugh Jackman joined watch aficionados at this year's event.
Half of all AP watches are already sold by branded boutiques reveals Francois-Henry Bennahmias.
Swiss get together takes place in the same week as Baselworld.
There are 10 watches for 2019 divided into Grande and Petite Bonbon families.
The releases will form part of a year long celebration of A. Lange & Söhn's 25th anniversary.
Mid-morning on day 1 and it was Audemars Piguet making the running as the brand with the greatest 'share of voice', most likely for the emotion stirred up by its Code 11.59 collection launch.
The brand described the event as ‘one of the most important launches for Audemars Piguet ever.’
Richemont maison brings Hollywood glamour to Geneva's Airport expo bunker.
The event was only launched last year by Fondation Haute Horlogerie (FHH), the organization behind SIHH in Geneva, in conjunction with the Miami Design District Associates (MDDA).