Audemars Piguet Forged Carbon & Pricing Strategy
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Audemars Piguet Forged Carbon & Pricing Strategy

By orangedial · Feb 9, 2013 · 11 replies
orangedial
WPS member · Audemars Piguet forum
11 replies5618 views0 photos
f 𝕏 in πŸ’¬ βœ‰ πŸ”—

orangedial's post offers a fascinating glimpse into the Audemars Piguet ownership experience, highlighting the value of community connections and boutique service. His reflections on AP's strategic shifts in materials and pricing, particularly concerning forged carbon and discount policies, provide valuable context for understanding the brand's evolution in the early 2010s. This discussion remains relevant for collectors interested in AP's historical market positioning and material innovation.

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AP ownership has been a very rewarding experience to me so far and the joy was perfectly illustrated yesterday when I met a new WIS friend through the forum and yet another perfect experience at the Singapore AP Boutique.

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Had a nice coffee before the meeting...
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Ben had sought for some advice on adding an RO in his growing collection and I had the pleasure to offer my 2-cents. We soon met up for some AD/boutique crawling yesterday. After meeting at our favourite AD along the Orchard Road, we decided to check out the RO/ROO at the boutique which is just a stone throw away.

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With the help from the boutique, it is confirmed that my 25721ST is produced in late 2001. Hence it's now 11+ years old. Still young...
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We were greeted by Bindy, the wonderful boutique manager. It was kind of a pleasant surprise for both of us to have finally met because prior to this visit, we had several email correspondences over many months but without a chance to meet up. Of course, my visits to the boutique so far have always been excellent, and I know now the reason even better after spending a good 2 hours with Bindy. Well-groomed, knowledgeable and forthcoming in forging a good customer relationship, Bindy has displayed the kind of service attitude a premium brand should render to its customer. After all, isn't customer connection the key reason of setting up a boutique for? Bindy is definitely a role model in this respect and I can see the similar quality in her staff (at least 3 of them that I've met). While we have heard some negative feedback lately regarding the services at APSC, my encounter at the boutique had continued assuring me that AP is still all about customer satisfaction smile

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A rare GEM... So rarely available even in the boutique 
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Back to watches! It was an amazing day to be able to handle some really great RO after having seen countless of photos online. More importantly, there are several news from AP that I think we are all interested... Some good, some bad, some horrible...

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This piece was sold... But look at this! It's marvellous, the blue hue is almost identical to my 25721ST, mesmerising... I really think I NEED one, sooner or later.
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GOOD NEWS

Not really the latest news, but AP has slashed the MSRP of the precious metal watches by more than 20%. If you are into RGRC, RG44mm, or even the Plat44mm, etc it is a good time to realise your dream. 



BAD NEWS

AP is reducing and tightening control on discounts, that means we will have to pay more for the popular models, especially the SS ROs and most ROOs sad

For those who still can't decide on their choice of SS RO, especially the 15400, AP is limiting the production of blue dial 15400 to a very low number and will be exclusive to boutique only! 

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The now-exclusive blue dial 15400 has a different blue from the venerable 15202 Extra-Thin. It looks equally fantastic in my eyes... A stunner in its own right!

Another stunning 15400... The new size is commanding smile
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How about some ROOs? This year marks the 20th anniversary of the ROO, and the SIHH novelties are mainly high complication models which showcase AP's haute horology strength. I'm very pleased with the announcement of the 2 new ceramic models, which are definitely more wearable and durable as ROO should be. And talking about ceramic model, I was rather fortunate to try out the humongous Legacy LE on a Kevlar strap! 

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Despite its huge size, it feels pretty comfortable on my 6.75" wrist. Do you think I can pull it off?


Molten rose gold... Heart-melting!
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Finally... finally I had the chance to really handle the 44mm ROO mmodels. I feel pretty good with the size, surprisingly! And man... I love stick markers.


HORRIBLE NEWS

Again, not the latest news, but ALL FC models will be discontinued! Yes, ALL, sooner or later! It's a very sad news to me because such an avant-garde and unique technology will soon become a history...

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Now I know why the 44mm FC ROO is so popular. It is really comfortable...

... And handsome...

... And suits me well biggrin
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Lastly, the most shocking news to me... The ever popular Rubber Clad will soon be going down the history lane too! While I respect the inevitable product design evolution, some ever-green and iconic designs are still worth being preserved in the product line IMHO.

Overall, it was another fun visit, sweetened by the superb coffee... Oops! I mean superb service (yes, we were served coffee smile). Thanks Bindy for the warm hospitality!

About the Audemars Piguet Audemars Piguet Royal Oak 15202 YG Ref. 15202

The Audemars Piguet Royal Oak "Jumbo" ref. 15202 is a significant reference within the Royal Oak collection, known for its close adherence to the original 1972 design. It maintains the distinctive slim profile and integrated bracelet that defined the initial Royal Oak, distinguishing it from other Royal Oak models that introduced different sizes or complications. This reference is particularly valued for its historical continuity and minimalist approach to the Royal Oak aesthetic.

This reference features a 39mm case, typically crafted from yellow gold, with a thickness of 8.1mm. It is fitted with a sapphire crystal and offers a water resistance of 50 meters. Powering the watch is the self-winding Caliber 2121, a movement known for its slimness and a power reserve of approximately 40 hours. The dial is presented in blue, complementing the yellow gold case and bracelet.

For collectors, the 15202 represents a direct link to the Royal Oak's origins, appealing to those who prioritize historical accuracy and understated design. Its production run from 2012 to 2019 makes it a sought-after reference among enthusiasts of the "Jumbo" lineage. The combination of its classic dimensions, integrated bracelet, and the Caliber 2121 solidifies its position as a key reference in the Audemars Piguet catalog.

Specifications

Caliber
Cal.2121
Case
yellow gold
Diameter
39mm
Dial
Blue
Water Resist.
50m
Crystal
Sapphire

Key Points from the Discussion

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The Discussion
MI
MichaelC
Feb 9, 2013
Allow me to clarify some of the information you were given.

The current references available in forged carbon will continue to be available in 2013. That is the factual information. After this year, it might change, as obviously Bindy alluded to. With the SIHH introductions of the 44mm ceramic cased Offshore Chronograph and ceramic cased Offshore Diver, it does seem prudent for those who prefer the forged carbon case versions to acquire those while available. But those references have not been "officially" discontinued at this point. Even if references a

OR
orangedial
Feb 9, 2013
Thanks Michael for the clarification...

I was rather saddened when I learnt about the prospect of discontinuation of the FC models after 2013. After learning more about the cutting-edge technology of forged carbon and AP's pioneering it in watchmaking, what really puzzles me is that they even thought of abandoning it after substantial development efforts. Is there a deeper reason behind this direction? For the pricing, I agree that the re-alignment is a complex exercise to execute. It might be important and necessary for AP to gradual

MO
moc
Feb 10, 2013
Dangerous strategy but...

only time will tell. Sure is that slashing RRPs doesn't send a great deal of a message to the audience. Many AP models don't have the same level of desirability as a few others,maybe a "cleaning up"of the line could be a good move. As far as FC is concerned,many different opinions on the aging of it,lots of doubts on the durability....hence...re consideration of it. nevertheless,huge congrats on your new acquisition...its a beauty. Mo

OR
orangedial
Feb 10, 2013
I really hope...

... that AP would rethink their strategy with FC and keep it going in the product line. The lightness, strength and look of FC is perfect for a sports watch and most importantly, it is uniquely AP. If long term durability is a concern, AP can always devise a long term care programme for FC owners. While I agree that ceramic is a good (if not better) material, it has been quite common nowadays, regardless of the method of finishing. Somehow it lacks some 'Oomph', unlike FC...

MI
MichaelC
Feb 10, 2013
Tremendous photo!

Superb, I love it. There are several reasons behind the direction AP is taking with forged carbon. I don't think it will be abandoned. There has been a recent focus on ceramic and cermet, and these materials seem to be very desirable. We have also seen titanium used a bit more and even tantalum recently. A fair amount of models with forged carbon have been launched since its introduction in 2007, and overall I feel it has been a very successful material. But for now, it seems the focus will be o

OR
orangedial
Feb 10, 2013
While I applaud the move to...

... experiment with different materials, I feel that it is all worth while to maintain the FC line as it is uniquely AP, and AP has been very successful with it. It is the best representation of material mastery, or bravery, in watchmaking IMHO that should be perdured. Too many mix of materials might result in another confusion, like the many past versions of ROO which gave a general impression of 'different colors only'. For the latest move on pricing strategy, I agree with Mo that only time wi

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