Lifestyle · Luxury Sport
Padel is a sport of close quarters. Two against two, glass walls, fast hands, constant exchange. It rewards instinct over isolation and reads more like a conversation than a contest. That makes Audemars Piguet‘s move into the sport, as Official Timekeeper of the Qatar Airways Premier Padel Tour and partner to world number one Agustín Tapia, worth more than passing attention. It signals a shift in how a heritage Manufacture chooses to meet its community.
A New Sporting Chapter
A different kind of sporting partnership
Audemars Piguet has built much of its sporting identity around disciplines defined by individual focus. Golf and sailing both reward the player who reads the moment alone. Padel does something else.
It is collaborative by design, social by structure, and shaped by the energy between players rather than the silence around them. The Manufacture has framed this partnership around inclusion, teamwork and shared practice, and the choice of sport reflects that thinking.
Premier Padel
A platform built for the sport’s global stage
The Qatar Airways Premier Padel Tour, founded in partnership with the International Padel Federation, has become the leading professional circuit in the sport, bringing together the strongest male and female players across major venues worldwide.
Audemars Piguet’s role as Official Timekeeper places the brand inside the architecture of every tournament: court clocks, on-site presence, integration into international broadcasts. The presence is calibrated rather than loud, which suits a Manufacture that has historically preferred influence over volume.
The Player
Agustín Tapia and the modern game
Born in Catamarca, Argentina, Tapia has reshaped the modern game. He plays with a balance of instinct and rigour, paired with a refined sense of timing, and is widely regarded as a leading figure of his generation.
His style, equal parts creativity and control, fits the brand he now represents. According to Audemars Piguet CEO Ilaria Resta, padel’s appeal lies in the way it brings people together across generations and genders, creating a shared space rooted in inclusion, teamwork and talent.
For Boujeez
For Boujeez, the move lands at a moment when padel’s cultural pull across the Gulf is at its strongest. Courts have multiplied across Kuwait, the UAE, Saudi Arabia and Qatar, and the sport now sits comfortably at the intersection of fitness, fashion and social life. Audemars Piguet’s decision to step in now, alongside a regional title sponsor and the player most associated with the sport’s modern identity, reads less like brand expansion and more like considered timing.