Audemars Piguet is expanding its cultural and sporting footprint with a strategic entry into one of the world’s fastest-growing disciplines: padel. The Swiss haute horlogerie house has been named Official Timekeeper of the Qatar Airways Premier Padel Tour, while simultaneously announcing a partnership with Agustín Tapia, the sport’s current world number one.
The move signals more than a traditional sports sponsorship. For Audemars Piguet, it reflects an ongoing effort to engage with communities in environments where shared experiences, human connection and collective energy take center stage, values long embedded in the brand’s identity.
Sport, after all, has always served as a natural extension of Audemars Piguet’s universe. In padel, the Manufacture finds a discipline defined by interaction and rhythm, where proximity between players and the social dimension of the game create a uniquely dynamic atmosphere. The sport’s rapid rise across continents has drawn in a diverse, cross-generational audience, bridging worlds as varied as fashion, music and contemporary culture. Now firmly positioned at the intersection of sport and lifestyle, padel has evolved into a global platform. At the forefront stands Premier Padel, the leading professional circuit developed in collaboration with the International Padel Federation. Hosting elite players in iconic venues worldwide, the tour has quickly established itself as the benchmark for the sport’s international expansion.
As Official Timekeeper, Audemars Piguet will be woven into the fabric of the tour throughout the season, with branded court clocks and subtle visual integrations enhancing the tournament environment. The brand will also gain visibility across key moments of the circuit, both on-site and through global broadcasts, reinforcing its presence within this rapidly growing cultural arena. Central to this new chapter is Agustín Tapia, whose partnership with the brand underscores a shared mindset rooted in precision, creativity and discipline. Born in Catamarca, Argentina, Tapia has redefined modern padel with a style that blends instinctive play with technical mastery. His sense of timing, both literal and figurative, resonates naturally with a watchmaker whose craft is built on the same principle.
“Sport has always been part of Audemars Piguet’s story,” says CEO Ilaria Resta. “With padel, we are continuing that journey while opening a new chapter guided by the values that matter to us, inclusion, teamwork and talent.” In stepping onto the padel court, Audemars Piguet is not merely keeping time; it is aligning itself with a cultural movement, one that reflects the evolving ways in which luxury engages with a global, connected audience.
