A simple post, without any official announcement, and the entire padel world goes wild. Agustín Tapia appeared wearing a watch  Audemars Piguet , one of the most exclusive Swiss watchmaking houses. More than a partnership, it's a strong signal: padel is entering another sphere, that of major luxury brands.

 A silent announcement that makes a lot of noise 

No press release, no classic staging. True to his style, Tapia simply published a few photos in the streets of Barcelona, ​​watch on his wrist, accompanied by an hourglass and an intrigued look.

That was all it took to trigger a wave of reactions. Within hours, the news was spreading: the world number one was seen wearing Audemars Piguet.

This communication style speaks volumes about his current status. Tapia no longer needs to announce anything; he simply shows it.

 Audemars Piguet, a symbol of another world 

Founded in 1875 in  Brassus The Swiss company is one of the absolute benchmarks in haute horlogerie.

His models, like the legendary  Royal Oak have become collector's items. Prices start at around several thousand euros and can reach much higher amounts depending on the edition.

But beyond the product itself, it's the image that truly matters. Audemars Piguet doesn't choose its ambassadors at random. They include global icons like Lionel Messi and Serena Williams.

 Today, Tapia joins this world. 

Tapia changes dimension: Audemars Piguet invites itself into padel

 Padel is moving into the luxury sector 

This partnership didn't come out of nowhere. For several months now, padel has been attracting more and more major brands.

Arturo Coello, Tapia's partner, had already made a name for himself with his collaborations with  Rolex  et  On This time, the bar is raised even higher.

Brands are observing a simple reality: padel is developing rapidly, reaching a wide audience and generating increasing visibility on a global scale.

With a practice present in more than 90 countries and a constantly expanding player base, sport is becoming a credible exposure platform, including for the premium sector.

Padel attracts Rolex: Arturo Coello becomes the Swiss brand's first padel player
Arturo Coello becomes an ambassador for the Swiss brand ON

 Tapia, more than just a player 

This type of collaboration goes beyond the simple question of sponsorship.

Tapia is no longer just a high-performing player, he is becoming a figure capable of representing the image of padel off the court.

His presence alongside athletes like Messi or Serena Williams reflects a clear evolution: padel is no longer on the periphery of major world sports.

Tapia's appearance with Audemars Piguet marks a further step in the growth of padel.

Sport continues to attract, seduce, and above all convince brands that, until now, had looked elsewhere.

One question remains, and it's now difficult to avoid: is padel definitively shifting into the world of luxury?

Maceo ZERHAT

Maceo Zerhat discovered padel in 2020 in Savigny-sur-Clairis, Burgundy. He contributed to the club's expansion by bringing his energy and curiosity. Padel Magazinehe transmits his Padel"mania" by skillfully bouncing on all the latest news about your favorite sport!

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