Branding: Audemars Piguet targets women in 2005 sales plans

With creative instigated from the brand's head office in Switzerland, the media is being handled by Carat in Hong Kong and will also include event sponsorship.

Audemars Piguet marketing manager Karen Yong said the business plan for next year was to target women.

"In January, we will re-decorate all our shops to create an atmosphere and shopping environment specifically to appeal to women, and supplement this by holding an exhibition in Hong Kong," said Yong. "We aim to spend the whole year driving women's attention to our brand."

Yong said that the brand positioning - tradition, excellence and innovation - were key drivers for consumer interest in Audemars Piguet's products.