Swiss luxury watchmaker Audemars Piguet has officially entered the world of professional padel through a new partnership with Premier Padel and the sport’s biggest star, Agustín Tapia. The announcement marks another important step in padel’s rapid rise as a global sport with a growing luxury appeal.
As Official Timekeeper of the Qatar Airways Premier Padel Tour, Audemars Piguet brings its standard of craftsmanship to one of the fastest-growing sports in the world. The brand has also named Agustín Tapia as a global ambassador. Widely known for his creativity, speed, and technical skill, the Argentine player represents a new generation of athletes helping shape padel’s international profile. Tapia’s approach to padel relies on precise synchronization and constant adaptation, reflecting the sport’s balance of instinct, control, and tenacity. Maintaining a keen sense of timing on the court is essential. Having a timekeeper renowned for its technical mastery reinforces the sport’s emphasis on coordination and elite performance.
“It’s an honor 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
Trendy sporting events and meticulous timekeeping have always been part of Audemars Piguet’s legacy, making this partnership a natural fit for the brand. Past partnerships have focused on sports like tennis, golf, and Formula 1, with Serena Williams, Michael Schumacher, and others serving as ambassadors. The recent move to padel reflects a broader cultural shift, highlighting how quickly padel has evolved from a niche sport into a worldwide lifestyle phenomenon. Premier Padel now hosts tournaments across Europe, the Middle East, the Americas, and Asia, attracting millions of fans and an increasingly affluent audience. Luxury brands are taking notice, drawn to the sport’s mix of competition, social culture, and modern style. This collaboration makes padel part of the luxury conversation and allows the watch brand to showcase its appreciation for teamwork, multi-generational talent, and community.
Audemars Piguet will play a visible role at key moments of the tour both on and off the court. On the court, the brand will provide dedicated court clocks and integrate branded elements into each tournament. Off the court, Agustín Tapia’s ambassadorship and international broadcasts will create opportunities for fans to connect with the brand.
As global interest continues to grow, collaborations like this suggest padel’s future will extend far beyond the court, bringing together sport, fashion, and luxury lifestyle in a way few sports have before.
