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Who knows “Audiguet”? - AP's 1950s low-cost sub-brand
In 1945, Audemars Piguet launched two brands, Audiguet (contraction of Audemars Piguet) and APCO, with the aim of providing less expensive watches in parallel with the top-of-the-range models.
Their production was ceased by the end of the 1950s.
Let's have a look!
AUDIGUET ref. 302 - 34 mm case in 14K Yellow Gold - Caliber 47
This is the most gorgeous example I've found. Wonderful dial, lugs, everything.
credit: Private Eyes Antique Watches (watchnet.co.jp)
AUDIGUET, retailed by Maquet, 31 mm French case in pink gold - Case no. 27'466
Here's another nice example with a double signed dial.
credit: Antiquorum
Same model as above, but different case number: 26'962
credit: Christie's
AUDIGUET, pink gold french made case with reversible & removable lugs
The following example comes from the private collection of @thewatcham and it is very intriguing: the dial is unsigned and the case can rotate on its lugs.
The caseback is signed.
The case has been designed and made by Arakel Mélick-Minassiant under the maker mark Mélik-Watch Cie for the lugs...
... and Mélick-Minassiant for the case.
The caliber 47 is also signed.
credit: @thewatcham
AUDIGUET, no. 45, yellow gold case no. 1059 made for J.L. Roehrich, circa 1950
The last example I've found is this lady's wristwatch.
credit: Antiquorum
AND WHAT ABOUT “APCO”?
The only images I've found are on this page of an AP book pointed out to @thewatcham by @neverlatewatches.
credit: @thewatcham & @neverlatewatches
To conclude this post, here are two documents which concern the brand Audiguet.
They were posted by Grandor in the following post: Audiguet: The Audemars Piguet Sub-Brand That Helped Save the Company
First, the original Swiss trademark registration for “Audiguet,” on 19 June 1945.
Next, the Exhibitor list, XVIIIe Foire Suisse de l'Horlogerie, Bâle (Basel Swiss Watchmaking Fair), April 1948.
Audemars Piguet and Audiguet appear as separate entities.
I hope you enjoyed the discovery or rediscovery of these two brands (the existence of which is mentioned in the AP Chronicles) and some of their watches.
Thanks for reading.
Best, Emmanuel
Who knows “Audiguet”? - AP's 1950s low-cost sub-brand
In 1945 , Audemars Piguet launched two brands, Audiguet (contraction of Aud emars Pi guet ) and APCO , with the aim of providing less expensive watches in parallel with the top-of-the-range models. Their production was ceased by the end of the 1950s . Let...
