Audemars Piguet North America CEO Xavier Nolot Interview

MichaelC · 2013-08-30T12:41:02Z

Explore Audemars Piguet North America's 2013 strategy with CEO Xavier Nolot. Insights on market, boutiques, service center expansion, and customer experience.

MichaelC

WPS member · Audemars Piguet forum

10 replies3487 views1 photos

MichaelC's exclusive interview with Audemars Piguet North America CEO Xavier Nolot offers a rare glimpse into the brand's strategic direction in 2013. This discussion illuminates AP's market positioning, boutique expansion plans, and the critical role of customer experience and education, providing valuable context for understanding the brand's evolution over the past decade. MichaelC's ability to secure such candid insights makes this a standout piece for collectors interested in AP's business philosophy.

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When I was invited to play in AP's Trophy Cup golf tournament in New York, my first thought was to try and secure an interview with Audemars Piguet North America's CEO, Xavier Nolot. You might recall Xavier was officially named to this position in April. AP was most accommodating to my request, and I was privileged to have a private lunch appointment set up.

Xavier Nolot began his career with Audemars Piguet in 2003. I initially met him this past January at SIHH. We had a nice chat there, and even amidst the hectic environment all around us, it was very evident how calm and on top of things he was. At the time, I had no idea he would end up replacing now company CEO Francois Bennahmias in the APNA position.

On to the new dialog. As background, my personal preference is not to record a conversation or simply ask a list of questions. While I prepare with some ideas to discuss, I prefer to let the dialog follow its own path. This proved very easy with Xavier, who is quite engaging.

We began by discussing the current state of AP in the United States. "Solid" and "stable" were Xavier's words to describe this position. He did add there is room for improvement, and as a brand they continue to explore the areas where they would like to make strides. I felt it necessary to get his opinion on how the market has responded to the price realignment on certain precious metal models that was executed earlier in the year. "It worked". Xavier expanded that it was a difficult and risky decision to make, but ultimately necessary for the health of the company moving forward. As a business owner, I understood and agreed with the decision, and looking forward I feel the references are much better aligned now.

We next deviated a bit as I commented on Xavier's Royal Oak. It was under his cuff and I could not quite make it out... I asked if he had on a 15202. He showed it to me and it was a stainless steel blue dial 15400. I have to admit that watch looks awesome on the wrist. He then told me he can't even get a 15202 as they remain in high demand. I wanted to hear about his other pieces, and it sounds like Xavier maintains a small collection at this point of only a few pieces. He prefers watches that he makes a personal connection with (sounds like a true Purist!) and cited an old Condor that belonged to his grandfather as one of his favorites. His favorite complication is the minute repeater.

Next, we moved on to the AP Boutiques located in the US. Xavier is very pleased with both of his stores, located in New York City and Bal Harbour, FL. Many of us have worked with one or both of these stores and can attest the customer service and attention to detail is simply unmatched. Over the years, I have heard rumblings about when or where the next US boutique might open. Obviously AP has considered this expansion, and it sounds as though a new boutique would likely be positioned on the west coast within a few years. Nothing definitive here, but a west coast boutique sure seems logical.

Xavier then discussed his primary objectives in the role of CEO. Building visibility is paramount. This is one of the areas he cited as something where there is room for growth. He will also work to continue to energize the network and place emphasis on the client experience and customer service. Many of us will agree these are already areas of strength for AP, and you applaud a company for striving to continually raise the bar.

Education was noted as a key challenge. This criteria is from top to bottom - within AP, within the dealer network, connection with the customer, etc.

We concluded by discussing the expansion of the APNA Service Center in Clearwater, Florida. While currently meeting demand, AP has wisely looked ahead and determined the service center will have larger demands in the future. Therefore, it is being expanded to three times its current size, and will have new workers brought in to improve capacity. This sounds very promising. The expansion will be complete around the end of the first quarter of 2014. Of course, normal operations continue in the meantime.

I was very grateful for this special opportunity to sit down with Xavier. When his appointment to the APNA CEO position was announced, I thought it was a great decision. His attributes seem to be right in line with other recent AP declarations - focusing on the core collections, strengthening and energizing the dealer network, continuing to build client relationships, etc. I have no doubt Xavier Nolot is absolutely the right person at the right time to accomplish these goals for APNA.

This message has been edited by MichaelC on 2013-09-03 10:32:54 This message has been edited by MichaelC on 2013-09-16 14:53:39

About the Audemars Piguet Audemars Piguet Royal Oak 15202 YG Ref. 15202

The Audemars Piguet Royal Oak "Jumbo" ref. 15202 is a significant reference within the Royal Oak collection, known for its close adherence to the original 1972 design. It maintains the distinctive slim profile and integrated bracelet that defined the initial Royal Oak, distinguishing it from other Royal Oak models that introduced different sizes or complications. This reference is particularly valued for its historical continuity and minimalist approach to the Royal Oak aesthetic.

This reference features a 39mm case, typically crafted from yellow gold, with a thickness of 8.1mm. It is fitted with a sapphire crystal and offers a water resistance of 50 meters. Powering the watch is the self-winding Caliber 2121, a movement known for its slimness and a power reserve of approximately 40 hours. The dial is presented in blue, complementing the yellow gold case and bracelet.

For collectors, the 15202 represents a direct link to the Royal Oak's origins, appealing to those who prioritize historical accuracy and understated design. Its production run from 2012 to 2019 makes it a sought-after reference among enthusiasts of the "Jumbo" lineage. The combination of its classic dimensions, integrated bracelet, and the Caliber 2121 solidifies its position as a key reference in the Audemars Piguet catalog.

Specifications

Caliber: Cal.2121

Case: yellow gold

Diameter: 39mm

Dial: Blue

Water Resist.: 50m

Crystal: Sapphire

About the Audemars Piguet Ref. 15400

The Audemars Piguet Royal Oak reference 15400 represents a pivotal moment in the iconic collection s evolution, introduced in 2012 as the successor to the beloved 15300. This reference marked the transition to a larger 41mm case size while maintaining the essential design DNA established by Gérald Genta s revolutionary 1972 original. The 15400 served as the flagship time-only Royal Oak for nearly a decade, embodying the perfect balance between contemporary sizing preferences and the model s legendary octagonal architecture. Its significance lies in bridging the gap between vintage proportions and modern wrist presence, making it highly sought after by collectors who appreciate both heritage and wearability.

At the heart of the 15400 beats the manufacture Caliber 3120, a self-winding movement that showcases Audemars Piguet s horological mastery through its 22k gold rotor and 60-hour power reserve. This robust caliber features a frequency of 21,600 vibrations per hour and incorporates the brand s commitment to finishing excellence, visible through the sapphire caseback with its Geneva stripes, circular graining, and beveled edges. The movement s architecture reflects decades of refinement, delivering reliable timekeeping while maintaining the slim profile essential to the Royal Oak s elegant proportions.

The 15400 s design epitomizes the Royal Oak s distinctive aesthetic codes: the integrated steel bracelet with alternating brushed and polished surfaces, the iconic octagonal bezel secured by eight hexagonal screws, and the Grande Tapisserie decorated dial that creates mesmerizing light play. The silver dial variant particularly exemplifies the model s versatility, offering a refined backdrop for the applied hour markers and Royal Oak hands. From a collectibility standpoint, the 15400 has achieved significant recognition as the last generation of the 41mm time-only Royal Oak before the introduction of the current 15500, positioning it as a modern classic that captures both the model s evolutionary peak and its enduring appeal among discerning collectors.

Specifications

Caliber: Cal.3120

Case: steel

Diameter: 41mm

Dial: silver

Water Resist.: 50m

Crystal: Sapphire

Key Points from the Discussion

The expansion of the Clearwater service center is a significant positive for AP owners, providing confidence in local, qualified professional support and enhancing brand loyalty.
The community expresses strong support for a new Audemars Piguet boutique on the West Coast, with Beverly Hills being a highly desired location, despite potential challenges in securing a prime spot.
Xavier Nolot was seen as the ideal leader to navigate the North American market, particularly in 'cleaning up' and realigning the brand's direction, a sentiment reinforced by the positive market response to price adjustments on precious metal models.
The relocation of certain departments like logistics and finance to the new Clearwater facility, while headquarters remain in New York, indicates a strategic consolidation of operations to support future growth.
The author emphasizes the unique opportunity to engage with AP's CEO at events like the AP Trophy Cup, highlighting the value of personal connections in understanding brand leadership and strategy.

The Discussion

Sep 4, 2013

Very interesting. Thanks Michael & Xavier.

Nice report as usual, Michael. I want to personally express my enthusiasm for the idea of an expanded service center in Clearwater. It's a GREAT idea. My dealings with the current folks in Clearwater have been nothing short of superlative and it gives me a lot of confidence buying an AP knowing that I have a qualified group of professionals stateside to deal with if need be. In my eyes, the service center is a difference-maker in my loyalty to the AP brand. Knowing you as I do, I'm happy to hear

MichaelC

Sep 6, 2013

Well, Chicago could be good?

I know some others in the area who would enjoy loitering around a new AP Boutique on a frequent basis :-) It is nice to read your comments about the Clearwater Service Center. I have worked with them as well and have had nothing short of excellent experiences. I like the forward thinking approach of expanding now to meet the future demands, instead of just extending lead times while a new space is created. No doubt finding and training qualified watchmakers is a big part of such an expansion, so

NoahW

Sep 5, 2013

Thanks for the report

Worthy addition to a great golfing trip. Thanks for the info.

MichaelC

Sep 6, 2013

It was a highlight for me Noah

I have been fortunate enough to play in a few AP golf events. Meeting the golfers and seeing them in action at such a close range is really incredible. But to spend time with the new AP CEO for our market was really a special opportunity.

AnthonyTsai

Sep 6, 2013

Thanks for sharing your conversation with Mr. Nolot

I hope AP's next boutique is in Beverly Hills area. Tough part may be finding a good location though. Cheers, Anthony

MichaelC

Sep 6, 2013

That would seem to be a logical destination.

I know you know the area well so it sounds like AP could have a challenge finding a nice loaction. From reading all of the reports on our other PuristSPro forums, it seems like many top brands have a boutique in Beverly Hills.