Audemars Piguet has introduced a jewellery line under its Royal Oak collection, a move aimed at drawing more female customers, according to the Financial Times. The report, published on 1 October 2026, describes the launch as a branching out for the Swiss watchmaker.
The Financial Times frames the addition as an effort to court women buyers, extending the Royal Oak name beyond watches into jewellery. The report does not specify which pieces are included, their materials, or their prices.
The Royal Oak is one of Audemars Piguet's best-known product families, and the brand's decision to attach that name to jewellery signals how it intends to reach a female audience. According to the Financial Times, the company is branching out with this line rather than limiting itself to its existing watch offerings.
The report offers no further detail on the design, release timing, or markets where the jewellery will be sold. It also does not include comment from Audemars Piguet executives or any figures on expected sales.
What to watch next: whether Audemars Piguet releases details on the pieces, pricing, and availability, and how rival luxury houses respond to the company's move into jewellery.
