From its origins in a quaint Swiss village, Audemars Piguet has been a beacon of innovation and luxury since 1875. The brand’s audacious spirit first turned heads with the Royal Oak in 1972, a design so bold it redefined what a luxury watch could be. Today, the brand stands as a symbol of horological excellence and cutting-edge design.
Nestled in the charming Swiss village of Le Brassus, Audemars Piguet has crafted a legacy that’s as rich as it is remarkable. What began in 1875 as the shared dream of Jules-Louis Audemars and Edward Piguet (see where the name came from?) has evolved into a name synonymous with luxury, innovation and the art of horology. These two visionaries didn’t just want to make watches; they wanted to reshape the very fabric of timekeeping itself. And that, they most certainly did.
Fast forward to 1972, and Audemars Piguet threw the rulebook out the window with the launch of the Royal Oak. This wasn’t just another luxury watch – it was a game-changer. Designed by the legendary Gérald Genta, the Royal Oak dared to be different with its bold octagonal bezel and exposed screws. In stainless steel, no less. A watch like this? It was unheard of at the time. Yet, its audacity and the substantial risk taken by launching it paid off. The Royal Oak didn’t just make waves; it created a tidal shift in the industry. It became the ultimate symbol of style, sophistication and daring design.
Did you know that in 2021, an Audemars Piguet Royal Oak ‘Jumbo’ Ref. 15202 fetched an eye-popping $3.6 million at auction. This wasn’t just any Royal Oak – it was crafted in sleek black ceramic, a material you almost never see in these models.
Not content with just revolutionising once, Audemars Piguet upped the ante again in 1993 with the Royal Oak Offshore. This time, they took the elegance of the original Royal Oak and injected it with a dose of rugged, sporty energy. The result? A watch that could handle adventure just as well as a black-tie event. With its larger case and striking aesthetics, the Offshore spoke to a new generation of enthusiasts who wanted luxury that didn’t shy away from a bit of action.
Audemars Piguet’s story is far from over. Today, the brand continues to be at the forefront of horological excellence. Whether it’s the iconic Royal Oak, the avant-garde Royal Oak Concept or the many other masterpieces in its collection, Audemars Piguet remains a beacon of innovation, precision and timeless elegance.
Audemars Piguet timepieces regularly command attention at auctions, where they’re celebrated for their extraordinary value and craftsmanship:
The luxury watch market, particularly for high-end brands like Audemars Piguet, remains robust, with stable demand for exclusive and limited-edition models. This demand supports the brand’s positioning in the premium price segment and could positively impact its market value in the long term.
The strategic expansion into emerging markets such as China and India, along with strengthening its presence in established regions like the US and Europe, contributes to the diversification of revenue sources. This global strategy may help Audemars Piguet benefit from growing luxury spending across different regions.
Additionally, the brand is responding to consumer trends favouring sustainability and technological innovation. Audemars Piguet is integrating environmentally friendly production methods and exploring new technologies, which could enhance brand perception and open up future growth opportunities.
Want to make an Audemars Piguet your own? Start with authorised dealers or visit the brand’s official boutiques. If you’re on the hunt for something rare or vintage, auction houses and specialised watch retailers are your go-to.
Alternatively, you can of course also own fractions of this Audemars Piguet Royal Oak Ref. 14790ST Yellow Dial. This is the rarest Audemars Piguet we have ever dropped at Timeless:
Audemars Piguet Royal Oak Ref. 14790ST Yellow Dial
One of the most sought-after Audemars Piguet watches with the arguably rarest dial colour.
Today, Audemars Piguet continues to reign as a symbol of exceptional craftsmanship and relentless innovation. From the groundbreaking Royal Oak to the modern marvels of today, Audemars Piguet’s legacy is a testament to what happens when passion, precision, and daring design converge. And that is why, after nearly 150 years, this brand remains at the pinnacle of prestige.
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