Audemars Piguet has welcomed alpine skier Lucas Pinheiro Braathen as a friend of the brand, bringing the Olympic champion into its sporting community. The Swiss watchmaker announced the relationship through its AP x Sport communications.
The announcement places Braathen’s creative identity alongside his competitive achievements. Audemars Piguet highlighted his individual perspective, discipline and pursuit of excellence, presenting the relationship around the athlete’s personality as well as his results on snow.
Braathen won men’s giant slalom gold for Brazil at Milano Cortina 2026. The victory delivered the country’s first Winter Olympic medal, as recorded in the IOC’s Games review.
The new relationship connects Audemars Piguet with an athlete whose 2026 season gave Brazilian winter sport a historic breakthrough. In its introduction, the brand frames sport as a meeting point for new perspectives and exchanges, with Braathen’s creative spirit central to that message.
