Le Brassus, 6 May 2026 – In continuation of its longstanding dialogue with sport, Swiss Haute Horlogerie manufacturer Audemars Piguet enters the world of padel through a global partnership as Official Timekeeper of the Qatar Airways Premier Padel Tour and a new relationship with Agustín Tapia – the world’s top-ranked player. This initiative reflects Audemars Piguet’s commitment to meeting its community in cultural environments where human connections, shared practice and collective energy naturally resonate with its core values.
SPORT AS A PLACE OF CONNECTION
Sport has long provided Audemars Piguet with a way to engage beyond watchmaking. Within this universe, padel stands out as a discipline defined by exchange, proximity and collective momentum, where interaction plays a central role.
Over recent years, this sport has brought together a diverse and growing community, establishing itself across various cultural contexts. Originating in Mexico and rooted in Latin American culture before gaining wide popularity in Spain, it now sits at the intersection of culture and lifestyle, attracting players from different generations, backgrounds and creative fields, including music, fashion and the arts. Its global expansion has positioned it as a genuine connector: a shared ground where different worlds converge through practice and collective experience.
Many of Audemars Piguet’s clients already engage with padel in their daily lives. Played in pairs and built on continuous interaction, the sport creates informal moments where connection is forged through timing, coordination and shared intent. As the point unfolds, the game increasingly relies on synchronisation and the ability to read subtle variations in rhythm. This level of attention and balance mirrors the precision required in Haute Horlogerie, where accuracy and the interplay of elements work together to create a coherent whole.
By supporting this discipline, the Manufacture meets its community in settings where time is shared and exchange unfolds with ease.
“Sport has always been a part of Audemars Piguet’s story. With padel, we are continuing that journey while opening a new chapter guided by the values that matter to us – inclusion, teamwork and talent. The sport brings people together across generations and genders, creating a fun shared space for our community.”
Ilaria Resta
Chief Executive Officer, Audemars Piguet
PADEL AS A GLOBAL PLATFORM
Padel’s international development has contributed to the emergence of new structures that bring together players, audiences and communities across regions. At the forefront of this evolution, Premier Padel has become the leading professional tour worldwide, setting new standards for the sport’s global growth, elite competition and international reach.
Founded in partnership with the International Padel Federation, the Qatar Airways Premier Padel Tour brings together the world’s leading male and female players in major venues around the world. As Official Timekeeper, Audemars Piguet will accompany this circuit throughout the season. This includes dedicated court clocks and select branded elements integrated into each tournament environment. The Manufacture will also be present at key moments of the Tour, both on site and via international broadcasts, creating opportunities for audiences to encounter the sport and its culture.
“Premier Padel has established itself as the global reference for professional padel, bringing together the world’s best players and leading international brands on one unified tour. Our partnership with Audemars Piguet reinforces the momentum behind the sport’s continued global growth and reflects our shared commitment to excellence, innovation and long-term development.”
David Sugden
Chief Executive Officer, Premier Padel
A SHARED MINDSET OF COMMITMENT AND CURIOSITY
To reinforce its engagement with padel, Audemars Piguet is partnering with Agustín Tapia, the sport’s top ranked player and a leading figure of his generation. Born in Catamarca, Argentina, Agustín has shaped the evolution of the game with a style marked by precision, creativity and exceptional technique, earning recognition both on and off the court.
In a discipline where play rests on synchronisation and constant adjustment, Tapia’s approach reflects a balance of instinct and rigour, paired with a refined sense of timing. His ability to adapt the rhythm of a point, anticipate trajectories and maintain composure under pressure demonstrates a level of control that parallels the Manufacture’s high standards. His creativity makes him unpredictable to his opponents, notably his capacity to invent shots that defy conventional logic. Beyond results, Tapia is valued for his humility, professionalism and leadership – qualities that have made him a reference for younger athletes and reinforced his influence in the sport’s fast-growing landscape.
The relationship with Agustín Tapia extends Audemars Piguet’s longstanding dialogue with sport. Throughout its history, the Manufacture has been drawn to individuals who shape their craft with commitment and a sense of purpose. This outlook has guided collaborations across sport and culture – from long standing partnerships with athletes such as Serena Williams, Aryna Sabalenka, Antoine Dupont, Simone Biles and Shai Gilgeous Alexander to earlier encounters with figures including LeBron James and Michael Schumacher. Each partnership has contributed to a broader dialogue grounded in openness and a shared passion, reinforcing sport as a space where collective energy and human talent converge with the values upheld by the Manufacture.
“It’s an honour to join Audemars Piguet, a manufacturer defined by precision, excellence and the constant pursuit of perfection – values that reflect exactly what I bring to the court every time I compete. This partnership represents a shared understanding of time, performance and the elite level, driven by the same standard of excellence.”
Agustín Tapia
World No.1 Padel Player
EXTENDING THE PADEL EXPERIENCE
Alongside the Qatar Airway Premier Padel Tour, Audemars Piguet will also explore formats that bring people together around the sport. Uniting professional players and amateur participants, a Pro am tournament will offer a setting for natural encounters between clients, friends of the brand and the wider AP family.
Complementing these initiatives, the Swiss manufacturer will develop a network of club partnerships in locations where padel is part of local lifestyles. Creating additional opportunities to experience the sport through proximity and shared time, planned destinations include Europe, the Middle East, the Americas and Asia. These partnerships further reflect Audemars Piguet’s wish to meet its community where padel naturally thrives, while opening spaces for new audiences to discover the world of Haute Horlogerie.
