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Global Management Forum 2018

Watchmaker Audemars prioritizes customer ties in changing times

Family-owned Swiss company seeks more control over retail

Audemars Piguet vice chairman of the Board Olivier Audemars speaks to the Nikkei Asian Review in Tokyo on Nov. 6. (Photo by Karina Nooka)

TOKYO -- Luxury Swiss watchmaker Audemars Piguet is seeking new ways to build relationships with customers, as it strives to withstand the pressures of the digital age.

"It is very important to have our customers understand what our watches are made for," Olivier Audemars, vice chairman of the company's board, told the Nikkei Global Management Forum in Tokyo on Tuesday. "What we are selling, actually, are emotional products."

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