Horological Meandering

Freccero
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Is Gerard Perregaux adopting “AP strategy”?

So GP released the new version of its sporty-chic timepiece: the Laureato, a watch that since its born in 1975 did not have much success, or at least it was much less successful than the model of its same category (sporty chic) such as the Royal Oak or the Nautilus.
However it seems that GP points quite everything on the reborn of this watch for its own reborn, the reborn of a brand that for too much time remained in the shadow.
Personally I think that the Laureato represents perfectly this volunteer from the brand to become successful again, you can figure this out by seeing the great advertisement campaign GP is dedicating to this timepiece and seems that for now the watch is doing quite well.

However the goal of this article is to explain IMHO GP’s strategy with the Laureato and, more in general, with its own reborn.
In my opinion GP is adopting what I call “AP strategy” but what does this term mean?
AP managed to be successful with the success of only a model: the royal oak(ok there is the Offshore but it was created from the RO). They do not have the necessity to risk creating another model, they “just” create many many version of the RO( with RO I also mean the Offshore) in many materials, many dials colours and many complications (I think that AP with the RO covered almost all the complications available today). Near the RO they have maintained their historical and more elegant models: the Millenary and the Jules Audemars, models that they reserve for another kind of public.

I wonder if also GP is going to adopt this strategy: the Laureato takes the place of RO, many many versions of it are created ( covering all sort of complications, colour and material) making it becoming a sure economic incoming for the brand. Near it, like in AP, could stand other and more classic models such as the 1945, the 1966 and all the complicated watches.

I think that this a very winning strategy and AP was very intelligent in adopting it. Maybe now GP wants to make something similar but it is true that if it would work the Laureato will need a lot of time to become an icon but I am looking forward to see many version of it (especially a PC).
If you have read till here… well thank you very much, I am looking forward to hear your thoughts about it.

Best.











This message has been edited by foversta on 2017-08-10 14:56:13