Essays: In My First Year In Watches, One Brand Stood Above the Rest

The last major event of the year was Dubai Watch Week, which felt bigger and better than ever. I wasn’t in attendance—Mark and Andy were on the ground, and if you haven’t seen Mark’s photo reports (parts one and two), they’re essential viewing—but even before the show officially began, Audemars Piguet set the tone by tapping John Mayer to host a late-night talk show on the eve of the event. There was precedent, of course—nearly a decade ago, he had a week-long guest-host stint on The Late Late Show, followed years later by one of my personal favorite things on Instagram, Current Mood—and who better to front it than AP’s Creative Conduit. Honestly, it felt like a genius move. With guests including AP CEO Ilaria Resta, Lucas Raggi, Editorial Director of Hodinkee Magazine Malaika Crawford, alongside Brynn Wallner, and even football legend Zlatan Ibrahimović, the conversation was shaped before the week was even underway.

From my vantage point in New York, the physical space itself also stood out, even among Dubai’s famously elaborate builds. It was a clear signal that AP wasn’t slowing down as it headed into its 151st year. That sense was reinforced by Resta’s appearance on the final Business of Watches episode of the year with Andy Hoffman, where she hints at what’s coming in 2026—AP’s return to Watches & Wonders included—underscored the same point: a brand confident enough to play the long game. If Audemars Piguet could have a year this strong without a presence at the industry’s biggest show, it’s hard not to wonder what comes next when they will be there.