The Swiss luxury watch manufacturer Audemars Piguet has registered three trademarks in Russia, covering its AP and Royal Oak logos, despite having suspended all business activities in the country following Moscow’s full-scale invasion of Ukraine in 2022. The registrations were filed in March 2025 and granted in April 2026, with exclusive rights extending until March 2035.
Details of the trademark registrations
The company secured protection for two “AP” logos and the “Royal Oak” name for watches, jewellery, and accessories. The trademark registrations were processed by Russia’s federal service for intellectual property, known as Rospatent. This legal move provides the brand with exclusive rights in the Russian market until 2035, preventing unauthorised use of its names and designs by other entities.
Business suspension and sanctions context
Audemars Piguet halted all exports and supplies to Russia in 2022, following the outbreak of full-scale war in Ukraine. European Union sanctions prohibit the export of luxury items, including high-end watches and jewellery, to Russia. The company, founded in 1875 and specialising in handcrafted, limited-edition timepieces costing from $30,000 to several million dollars, has maintained this business suspension since the conflict began.
Intellectual property protection rationale
Industry analysts and legal experts indicate that trademark registration in such circumstances typically serves as a defensive measure. Foreign brands seek to prevent Russian companies from using their names, logos, and designs without permission or for selling counterfeit goods. The head of Rospatent has previously noted that well-known international brands are attempting to ensure both registration and renewal of their trademarks in Russia primarily for protection against imitations.
Long-term strategic considerations
The decade-long validity of these trademarks suggests Audemars Piguet views the Russian market as a potentially significant long-term asset. The registrations preserve the company’s legal standing and provide instruments for a possible return to the market should political circumstances change and sanctions be lifted. This approach mirrors actions taken by other Western brands like Starbucks, Christian Dior, Apple, and Coca-Cola, which have similarly filed for trademark protections in Russia.
Legal and reputational risks
Should Audemars Piguet attempt to resume commercial operations in Russia while EU, US, and Swiss sanctions remain in force, it would face severe legal consequences. Such a move would be viewed as violating sanctions regimes, potentially resulting in substantial fines, criminal liability for leadership, and restricted access to key Western markets. The company would also suffer significant reputational damage for appearing to circumvent international measures designed to pressure Moscow.
Political implications and propaganda value
For Russian authorities, the official registration of prestigious Western trademarks offers political and propaganda benefits. The Kremlin can point to such registrations as evidence that major international brands have not completely abandoned the Russian market, suggesting continued economic engagement despite official sanctions. This narrative aims to demonstrate to domestic audiences that companies from “unfriendly countries” feel compelled to legally secure their positions in Russia, even without current business operations.
