Audemars Piguet: Retail Price No Longer Shown

Key Points from the Discussion

• Initial speculation suggested Audemars Piguet might be implementing a new sales strategy allowing authorized dealers to set resale prices based on market value, potentially mirroring grey market rates. This was quickly recanted as misinformation.
• The actual reason for the 'price on request' change was attributed to new EU regulations, rather than a shift in AD pricing strategy.
• The practice of hiding prices is not unique to Audemars Piguet and has been observed across many brands, allowing them more flexibility to react to market fluctuations, as seen with significant price increases on models like the F.P. Journe Elegante.
• Even brands like Rolex have occasionally displayed 'price on request' for certain pieces, though it's less common for their high-volume steel sports models.
• Some members view this strategy as a move by large brands like Audemars Piguet and Patek Philippe to maximize profits from their customer base.