Audemars Piguet makes Watches and Wonders debut with premiere of new documentary

April 16, 2026 Belle Law

Audemars Piguet has premiered its behind-the-scenes documentary this week at Watches and Wonders in Geneva, its first appearance at the show in its current form.

The Le Brassus-based brand has been absent since it departed the SIHH show in 2019 but is back with a bang this week.

Made in collaboration with Terminal 9 Studios, the documentary is titled “Inside the Dream” and aims to take viewers behind the scenes of innovation within the manufacture’s workshops.

The episode is part of the brand’s broader “In the City” programme — extending its presence beyond the fair by holding a series of public events in Geneva, including a dedicated AP Lab at the Pont de la Machine.

Audemars Piguet watch in the hands of a watchmaker. — AP is making its first appearance at a major trade show in Geneva since SIHH in 2019.

This is all to complement Audemars Piguet’s immersive space at Palexpo with its House of Wonders, an exhibition that explores the artistry behind mechanical timekeeping.

House of Wonders has set the stage for not only the “Inside the Dream” premiere, but the brand’s launch of the Atelier des Établisseurs, a new concept that celebrates cocreation between artisans when crafting watch components.

Unveiled at Watches and Wonders on April 15 at an exclusive event, the premiere was attended by Ilaria Resta, Audemars Piguet’s CEO, as well as the watchmakers and celebrities who contributed to the film.

The episode “Inside the dream” will be available on Prime Video, Canal+ and Tencent.

Robin Swithinbank thinks the getting together of the industry at Watches and Wonders is vital, and that it is time Swatch Group follows the lead of Audemars Piguet in joining the party.