Audemars Piguet's technology and human resources support its belief in "customer first."

Since its founding, Audemars Piguet has consistently produced watches of exceptional aesthetic quality. At the same time, it has prioritized customer service, upholding a customer-centric policy to enhance user satisfaction. This "customer-first" philosophy is underpinned by the maison's craftsmanship and the deep affection all staff members have for their timepieces. This is clearly evident in the words of the technicians working in the customer service department.

A sincere approach to customer service built on brand loyalty.

　Audemars Piguet's brand theme for 2026 is "CRAFTING TIME." This theme is rooted in the spirit of craftsmanship that has been passed down since the company's founding, constantly pushing the boundaries of craftsmanship. Moreover, this policy is firmly established not only in the watchmaking process but also among the technicians who handle after-sales services such as overhauls and repairs. Of course, Japan is no exception.

　In Japan, the workshops can now handle even complex mechanisms up to flying tourbillons. Furthermore, the exterior is meticulously handcrafted, with processes such as lap polishing to remove scratches, buffing, and hairline finishing, maximizing the watch's inherent beauty through careful craftsmanship. This long-standing commitment to craftsmanship is also evident in their after-sales service.

"First and foremost, we believe it's essential to treat the watches entrusted to us as if they were our own," says one watchmaker working at the workshop in Japan. As mentioned earlier, Audemars Piguet not only provides aesthetically pleasing watches through superior manufacturing techniques, but also enhances its customer service by valuing a customer-centric approach.

　One example is the "AP Coverage Service," introduced in 2023. In addition to the five-year international warranty, it is a two-year supplementary service (optional) available to customers who purchase a watch from any Audemars Piguet boutique, AP House, or authorized retailer worldwide. It not only covers unexpected malfunctions and damage, but what is particularly groundbreaking is that it also covers theft and robbery, with the possibility of a refund or replacement watch provided if certain requirements are met. The reason for providing such comprehensive service is the maison's desire to "eliminate any anxieties so that customers can fully enjoy the watch they have purchased." In other words, the brand's philosophy of "customer first" is thoroughly implemented not only in the perfection of the product, but also in every aspect of the service.

"Of course, that doesn't mean it's okay for the watch to stop working after the five-year warranty expires. We approach overhauls and repairs with the mindset of keeping the watch running for decades to come," says the aforementioned watchmaker. Another watchmaker adds, "Many people get involved with Audemars Piguet when they have a watch they received from an acquaintance repaired. For these customers, after-sales service is the gateway to discovering the appeal of Audemars Piguet. That's why we strive to provide repairs that will allow them to cherish their watch for a long time."

　A watchmaker who repairs complication watches explains: "Audemars Piguet watches have extremely meticulous movement finishing, which makes the repair process very rewarding. Nowadays, it's common for craftsmen to repair only one part, but with complete watchmakers, one watchmaker is responsible for the entire repair process from start to finish. This brings us watchmakers a great sense of satisfaction."

　Furthermore, the workshop manager described the appeal of Audemars Piguet watches, saying, "Generally, high-quality watches can be repaired quickly, so the work is often satisfying, but Audemars Piguet watches never get boring. That means they are difficult to repair, which in turn means we can continue to grow. I think that's where the high level of satisfaction comes from." Another watchmaker commented, "I think Audemars Piguet is an object of admiration for our customers, but for me personally, it's a brand I love not only for its watch designs but also for its history. I feel like I'm working as a fan." This strong passion for Audemars Piguet watches from each individual technician is what leads to their sincere approach to after-sales service.

A reception area set up with the customer in mind.

　Of course, the philosophy of putting the customer first is reflected not only in overhauls and repairs involving the hands of technicians, but also in various aspects of customer service. For example, the customer service reception, which is an important touchpoint for users. This was established in 2018 on the second floor of the Audemars Piguet Boutique Ginza as a place to accept watch maintenance.

　While other countries handle repairs at boutiques, Japan, which boasts one of the world's largest market shares, inevitably sees a large number of watches brought in for repair. In other words, if boutique staff were to handle after-sales service, they wouldn't be able to focus on sales, so they set up a reception desk in Japan. This shows consideration for the staff, and by assigning dedicated reception staff, they are able to provide attentive service, which has led to increased customer satisfaction.

　A strap salon is also located at the back of the reception area. In addition to being able to choose replacement straps for each collection, a service has been launched since December 2025 that allows customers to customize not only the material and color of the strap, but also the stitching and keeper loop for the CODE 11.59 by Audemars Piguet collection. Currently, the strap salon is only located at the Ginza store, but they are also taking steps to allow customers to bring in samples and place orders so that strap customization can be done at directly managed stores outside of Tokyo. This, too, can be said to be a service that accurately captures the needs of customers.

Customer service that continues to improve thanks to the passion of the brand and watchmakers.

　In addition to these, Audemars Piguet Japan has recently launched services such as a "Web Pickup Service" and a "Watchmaker Report." The former is a customer support service that allows users in distant locations to send their watches to the customer service center. A complete packing kit necessary for sending the watch is sent, and it can be safely delivered by a reliable courier service. The latter is a service that, when a watch is returned to the user after an overhaul, includes a report on the repair work along with advice from the watchmaker.

"Basically, when we repair a watch, we simply take it in, complete the repair, issue an invoice, and return the watch. However, some customers are interested in the details of the repair. So, we started providing them with a report detailing the repair and advice from the watchmaker—including points to be careful of when using the watch."

　Moreover, this watchmaker report includes before-and-after photos of the exterior and movement parts, making it easy for users to see and understand the process. "By including these photos, customers can understand why repairs can take a long time. In that sense, this report is necessary," explains the technician, demonstrating the meticulous attention to detail that Audemars Piguet's customer service provides.

As one watchmaker explains, "Audemars Piguet understands better than anyone that in order to make a good watch, you have to value people. This applies not only to customers but also to watchmakers, and we feel a strong sense of trust in them." At Audemars Piguet, the voices of the technicians are reflected in every aspect of the process.

　In fact, we heard comments such as, "There's a system in place to share the knowledge gained on-site with headquarters, and they really listen to the watchmakers' opinions, so we often have to think things through while we're repairing watches," and "The workshop facilities themselves are fantastic, and there's plenty of workspace. Plus, we're always receiving new training, so if you build a long career in this job, you'll be able to repair all sorts of different watches. We can take our time and repair watches in the best possible way, which I think is a big strength."

　These voices are coming in one after another, not only because of the generous support from headquarters, but above all because each watchmaker has a deep affection for Audemars Piguet watches. "We treat the watches entrusted to us like our own children, and we feel a sense of sadness when they leave the nest," one watchmaker said, while another added, "Every watch is so meticulously finished down to the smallest detail that we become emotionally invested in the fact that it's good that it's been repaired so beautifully. It's enjoyable for us repairing them, and we can work knowing that we are doing it for the customer."

　It's now clear that the quality of the products is improving thanks to exceptional craftsmanship. The brand's attitude of valuing not only customers but also staff, combined with the human qualities of the watchmakers who pour their love into their watches, is leading to even greater heights in the quality of customer service.

CUSTOMER SERVICE

6-5-13 Ginza, Chuo-ku, Tokyo
Tel.03-6830-0789
You can make reservations and request pickup service via LINE.

https://www.audemarspiguet.com/com/ja/services/all-services.html