Audemars Piguet

Tim_M
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Relaunch With the New Jules Audemars Line?

Hi Nicolas,

Perhaps the best vehicle for the reborn Starwheel would be the rumored successor to the current Jules Audemars line. As a model line without a strong identity (relative to the RO, Offshore, and Milennary), the JA model collection needs a strong anchor model to serve as the cornerstone of a relaunch. Without a "halo" model, the redesigned watches would sink into the same uncomfortable anonymity of the current Jules Audemars.

The advantage of using the Star Wheel for this purpose is that it's very distinctive objectively, distinctly Audemars Piguet in particular, and while not cheap, the complication can be produced at a price point that assures better relevance and volume than a six-seven figure "concept" watch. I'm starting to think there's an imbalance of the latter among the current industry offerings. And while I agree that the star wheel display itself should be the only complication on a watch of its kind, a dark exotic dial in aventurine or lapis (both evocative of "stars") would serve as an ideal backdrop to the display (minute scale notwithstanding).

The Royal Oak needs no additional promotional support, and I feel that the Milennary finally has found its identity with models like the 4101, so the Jules Audemars or its successor seems like the most logical platform. That could place AP on the path to becoming a recognized producer of three successful and non-overlapped model lines.

Best,
Tim
This message has been edited by Tim_M on 2015-10-11 05:25:38 This message has been edited by Tim_M on 2015-10-11 05:26:06