This sport attracts 35 million players worldwide and Audemars Piguet has just entered the game.

Padel is now attracting the attention of major watch manufacturers. Audemars Piguet has just made its entry into this fast-growing sport official, by becoming a partner of the Premier Padel world circuit. This announcement marks a strategic turning point for the Swiss manufacturer.

Audemars Piguet becomes Official Timekeeper of the Qatar Airways Premier Padel Tour

Padel is growing by leaps and bounds worldwide. According to the FIP World Padel Report 2025, there are now 35 million amateur players. Courts are multiplying, members are flocking in, and brands like Lacoste are even offering facilities in Courchevel.

Against this backdrop, the Swiss watchmaker has decided to make a major commitment. It has become Official Timekeeper of the Qatar Airways Premier Padel Tour. This competition was created in partnership with the International Padel Federation.

The circuit brings together the best players in the world. Consequently, the brand will accompany the tournaments throughout the season. Clocks will be visible on the courts, and elements of the Manufacture will be integrated into each event.

“Sport has always been an integral part of the Audemars Piguet story. With padel, we continue this path while opening a new chapter guided by the values we hold dear: inclusion, team spirit and talent. This sport brings people of all ages and genders together, creating a friendly, shared space for our community.”

These are the words ofIlaria Resta, General Manager of the Manufacture. They reflect a clear desire to reach a wide and diverse audience.

A global strategy beyond the main circuit

Alongside the Qatar Airways Premier Padel Tour, the Swiss company will be enriching its commitment in a number of ways. Pro-Am tournaments will be organized to bring together amateurs and professionals. Partnerships with emblematic clubs will be formed.

• Official Timekeeper of the Qatar Airways Premier Padel Tour
• Worldwide organization of Pro-Am tournaments
• Partnerships with clubs in Europe, the Middle East, America and Asia
• Closer ties with local communities
• Introducing Haute Horlogerie to a new audience

These initiatives aim to create encounters and forge lasting links. In this way, the Manufacture aims to promote its expertise far beyond the traditional circles of collectors.

Agustín Tapia, ambassador for this new chapter

To embody this partnership, Audemars Piguet has teamed up with Argentina’s Agustín Tapia. This player is currently ranked number one in the world. His talent and popularity make him a natural choice to represent the brand.

This collaboration continues a long tradition. The Manufacture has forged links with many top athletes over the years. Among them are some of the most prestigious names in world sport.

These include Serena Williams, Lionel Messi, Aryna Sabalenka and Antoine Dupont. The list also includes Simone Biles, LeBron James and Michael Schumacher. Each embodies excellence in his or her discipline.

Padel, a sport in tune with the values of Haute Horlogerie

The choice of padel was not an insignificant one for the Maison du Brassus. This sport values team play and conviviality. It attracts players of all ages and backgrounds.

What’s more, its rapid growth makes it an ideal arena for luxury brands. The tournaments attract an affluent, international audience. The values of inclusion and sharing resonate with the DNA of Swiss manufacture.

A stronger presence on the world sporting stage

With this announcement, Audemars Piguet confirms its commitment to anticipating sport and lifestyle trends. The brand doesn’t just sponsor events. It is actively involved in the communities it joins.

The clocks on the courts are a reminder of the company’s core business. They symbolize precision and technical excellence. For spectators, they offer a constant visual link with Haute Horlogerie.

This partnership opens a new chapter for the Manufacture. It testifies to the company’s ability to renew itself while remaining faithful to its founding values. Padel is now a pillar of its communication strategy.

Watch enthusiasts and racquet lovers alike will be closely following the next steps in this collaboration. The 2026 season promises to be full of events and surprises on courts the world over.

• Audemars Piguet