150 years back, both Audemars and Piguet knew that their creation could cause a stir.
Here we go, the brand is still stealing the show.
Audemars Piguet wears one of the most luxurious crowns in the Swiss horology world. Besides being a favorite of people and important people, it created a big fanbase in the sports niche. Their–
- High-tech micro-mechanics
- Technical materials
- Avant-garde aesthetics
All of this helped make AP a quintessential sports watch brand. However, is that the only thing that makes it valuable?
No!
Audemars Piguet is holding its value because of several reasons:
- Superior craftsmanship
- Rare gems
- Hand-finished complications
- Quality materials
- Historical legacy
- Cultural significance
- Strong ties with high-profile individuals
Let’s talk about all the factors so you understand their value more!
Key Takeaways: AP Watches Value
|
Exquisite Craftsmanship and Innovation
As they say— “It takes time to create the extraordinary.”
It’s true.
According to their website, crafting an Audemars Piguet takes hundreds of hours to even several years. This depends on the features and complications the watch possesses.
For instance,
“The basic Royal Oak watch may require 2-3 months to complete whereas Grande Complications can take six months to years.” – AP shares
All of them are equally beautiful inside and out– finished and assembled by hand.
The process mostly involves:
- Design: Starting with an idea that turns into a 3D model. This moves from the first to the final prototype.
- Material Selection: Picking premium materials for the watch to ensure durability and aesthetic look. It includes– stainless steel, gold, and ceramic.
- Decoration: Decorating the movement’s components with motifs like circular graining, Côtes de Genève, snailing, and sunburst brushing.
- Polishing: Giving the watch a smooth, shiny surface and reducing the risk of oxidation.
- Circular Graining: Creating a fine, cloud-like pattern of tiny circles on the surface of parts like bridges, plates, and dials. The circles help trap micro-dust to stop it from getting inside.
- Côtes de Genève: Producing striped pattern and adding visual appeal to the surfaces.
- Jewelling: Jeweling the components before fitting them to the main plate. It helps reduce friction and ensure the caliber runs smoothly.
- Hand-Chamfering: Creating sharp and irregular edges that are smoothed to give the components a V shape.
- Assembly and Casing: Assembling everything and closing with a case.
The best part? — The brand designs each timepiece to a fine point regardless of its simplicity.
This proves their dedication to luxury craftsmanship. Behind every timepiece, there are their artisans:
- Creative mind
- Meticulous attention to detail
- Insane effort
- Handwork
These factors sum up the reasons why Audemars Piguet is so valuable.
Because of their craftsmanship, they introduced the world's first jumping-hour wristwatch in 1921. This AP watch innovation was powered by the caliber HPVM10.
Limited Production and Exclusivity
You always value things more when they are rare.
This is what the brand uses to hold its value. They know their Exclusivity would work to create a sense of allure.
Thus– AP keeps the production limited.
As per the latest report,
“Audemars Piguet usually produces around 40,000 to 45,000 wristwatches per year.”
Previously, the brand made around 25,000 to 30,000 timepieces between 2017 and 2020. Now, they’re planning to go over 50,000 by 2025.
Notice one thing here-
Although AP occasionally increases its annual production, it’s still a small number. This is especially true when you compare it to other luxury brands.
For instance,
These fewer productions increase the demand for each Audemars Piguet.
For instance,
Grande Complication is their most complicated line. Such a watch boasts– a minute repeater, a split-second flyback chronograph, a perpetual calendar, a moon phase, a super-crown, and escapement. The brand makes only 8 Grande Complications every year.
Besides, AP releases limited editions and bespoke models that make them more valuable.
Some of their rare gems are:
Each limited edition Audemars Piguet bears a deep history and a different story. This is how AP watches hold their value.
One example is Royal Oak Offshore. It emerged in 1993 just as an anniversary piece but soon became the favorite of both the brand and people.
A lot of things worked here–
- Design: Bolder aesthetic and sports-oriented essence.
- Craftmanship: Intricate case and bracelet.
- Endorsement: Association with celebrities.
- Historical value: Born as a tribute to the original Royal Oak.
- Cultural significance: Association with the world of offshore boat racing.
Brand Heritage and Legacy
Audemars Piguet's heritage lies in the 19th century.
Let’s go backward to– 1875.
Two young men’s passion for watches led to a simple, not-known company “Audemars Piguet”.
It was the childhood friends— Jules Louis Audemars and Edward Auguste Piguet. The duo started their “corporate journey” with their names.
They released some nice timepieces at that time. The first watch appeared in 1875 whereas the first wristwatch came in 1892.
But these aren’t what made them popular.
AP started making headlines with the launch of the first delicacy “Royal Oak”. This happened somewhere in 1972.
With this model, the duo became one to produce the “first luxury sports wristwatch”.
As Royal Oak reached the market, it instantly won people over with its unique complications– Grande Tapisserie dial, stainless steel material, bracelet, octagonal bezel, polished components, and water resistance. This combination helped Audemars Piguet get on the map.
From that day onwards, the company turned into a brand. The duo started releasing several notable wristwatch models.
Some of them are:
|
Model |
Year |
|
Royal Oak The Original |
1972 |
|
Jules Audemars |
1992 |
|
Royal Oak Offshore |
1993 |
|
Millenary |
1995 |
|
Haute Joaillerie |
1999 |
|
Royal Oak Concept |
2002 |
With all these models, Audemars Piguet also hit a distinct audience— the ones associated with sports.
Multiple players from different sports fields started buying and using the brand. For instance–
- Chris Paul: Basketball player
- David Beckham: Soccer player
- Roger Federer: Tennis player
- Golf Player: Golf player
The brand managed to attract multiple celebrities because of its durability, classic design, and time precision.
Audemars Piguet also won many awards, especially the Oscars of watchmaking–
- International Chronometry Competition- First Prize (2000)
- 3 Grand Prix d'Horlogerie de Genève awards- Watch of the Year (2005). Best Complicated Watch (2008). Best Calendar Watch (2015)
The history, sports niche, and celebrity association— all helped AP watches hold their value.
Celebrity Endorsements and Cultural Significance
Audemars Piguet in pop culture.
The brand has strong ties with VIPs like–
- Celebrities
- Sports players
- High-profile individuals
Studies indicate that celebrity endorsement creates an emotional connection or story for consumers rather than promoting product attributes.
This is how AP tries to connect with its people.
They know that you might want to buy a watch your favorite celebrity is talking about.
Audemars Piguet has collaborated with many stars, mostly sports stars, over the years. Some of the celebrity-endorsed watches are–
|
Celebrity |
Model Name |
Ref. |
|
Michael Schumacher |
Audemars Piguet Michael Schumacher Rose Gold Watch |
26568OM.OO.A004CA.01 |
|
Arnold Schwarzenegger |
Audemars Piguet Royal Oak Offshore Arnold Schwarzenegger |
26378IO.OO.A001KE.01 |
|
Leo Messi |
Audemars Piguet Leo Messi Royal Oak Chronograph Watch |
26325OL.OO.D005CR.01 |
|
LeBron James |
Audemars Piguet Royal Oak Offshore Lebron James |
26210OI.OO.A109CR.01 |
|
Jay-Z |
Audemars Piguet Jay-Z Platinum Royal Oak Offshore |
26055PT.OO.D028CR.01 |
Such a strong association has helped increase their value. Besides endorsing, the VIPs wear AP watches which eventually works to boost their cultural significance.
Timeless Design and Iconic Models
This is one of the reasons AP holds its value so well.
Audemars Piguet doesn’t usually rely on passing trends. Instead, their models have 3 things that can impress generation after generation. They are–
- Distinctive traits
- Aesthetic aura
- Top-notch quality
These make AP models highly desirable for collectors and investors.
They have produced some fine timepieces that can compel you to value time. Among several, some of their delicacies are– Royal Oak, Royal Oak Offshore, and Royal Oak Jumbo Extra-Thin.
All have stood the test of time through features like–
- Angular design
- Exposed screws
- Integrated bracelet
They are instantly recognizable. Watch enthusiasts have been loving them for decades.
Because of this, they’ll always remain classic.
Moreover, there’s— historical value and a deep-rooted story associated with the iconic AP watches. For instance,
The legendary Gérald Genta crafted The Royal Oak in 1972. As the wristwatch hit the industry, it became revolutionary. Why?
It’s because allegedly— this was the first “luxury sports watch” made of stainless steel rather than gold or platinum. Such a bold design remains iconic even after over 50 years.
The Royal Oak has remained relevant for decades. This significantly helped increase the value of multiple vintage models, especially the ones from the 70s and 80s.
High-Quality Materials and Durability
Audemars Piguet doesn’t just rely on great design.
The brand uses quality materials to ensure its delicacies last centuries.
AP uses all sorts of premium watch materials and precious stones in their models. Let’s check them here—
|
Material |
Purposes |
Parts Used |
|
18k Gold |
Provides aesthetic appeal. Less prone to rust. |
Cases, dials |
|
Frosted Gold |
Offers a unique texture and appearance. |
Cases, dials |
|
Platinum |
Super solid. Very resistant to scratches and tarnishing. |
Cases, decorative elements |
|
Titanium |
Lightweight. Highly resistant to corrosion and scratches. |
Cases, bracelets |
|
Stainless steel |
Provides strength. Very resistant to corrosion. |
Cases, bracelets |
|
Ceramic |
Highly scratch-resistant. Offers a modern aesthetic. |
Cases, bezels |
|
Rubber |
Provides comfort and flexibility. Resistant to wear. |
Straps |
|
Leather |
Provides comfort and flexibility. Gives a classic look. |
Straps |
|
Diamonds |
Exceptional scratch resistance. Aesthetic design. |
Dials, embellishments |
|
Sapphires |
Scratch-resistant. Maintains clarity for watch face |
Dials, embellishments |
As you can see, these materials aren’t just picked for their looks. Instead, they ensure the durability of the watch. Consequently, you get models that withstand everyday wear and tear.
For instance, the Royal Oak’s stainless steel case has both “the look” and “lookrative durability”.
Its incredibly tough material has been ensuring the watch holds up over decades.
Strong Secondary Market Performance
Audemars Piguet holds around 4.9% of the market share in the horology industry.
This comes from a report by LuxeConsult and Morgan Stanley.
You may find AP below brands like Rolex, Cartier, Omega, and Patek Philippe in the list. Then again, it’s ahead of 15 other luxury Swiss brands. These include–
Longines, Richard Mille, Vacheron Constantin, Tissot, and Breitling.
Here’s a table showing the situation of the luxury watch secondary market.
|
Brand |
Market Share |
|
Rolex |
30.3% |
|
Cartier |
7.5% |
|
Omega |
7.5% |
|
Patek Philippe |
5.6% |
|
Audemars Piguet |
4.9% |
|
Longines |
3.4% |
|
Richard Mille |
3.1% |
|
Vacheron Constantin |
2.7% |
|
Tissot |
2.5% |
|
Breitling |
2.4% |
Although a 4.9% market share might look like a small percentage, it’s still huge. A small share can mean significant sales and brand influence too.
Moreover, the perception plays a key role. Owning an Audemars Piguet wristwatch signifies 4 S’s—
- Status symbol.
- Sense of security.
- Sign of achievement.
- Sculptural artistry.
Such perception allows the brand to hold premium prices. It’s because consumers would prefer paying more for the prestige associated with the brand.
An interesting fact here is that– you’d find pre-owned watches wearing costlier price tags than the original ones.
For instance,
Vintage Royal Oak models have seen a massive rise in value for their exclusivity.
Audemars Piguet Michael Schumacher is also an exclusive timepiece.
- Its price was originally set at $78,900.
- Currently, the pre-owned ones are sold for around $104,000. However, the price varies depending on the condition and who’s selling it.
Despite being pre-owned, AP manages to be precious just because of–
- Limited availability
- Unique design
- Historical importance
These factors have made the AP highly desirable in the secondary market.
Frequently Asked Questions
Do Audemars Piguet watches hold their value?
Yes, Audemars Piguet watches definitely hold their value because of factors like— exclusivity, history, and craftsmanship.
It’s specifically true for vintage models like Royal Oak and limited editions like Grande Complications.
What makes an Audemars Piguet so expensive?
AP wears one of the costliest crowns. The high price tag is mostly because of—
- Superior craftsmanship
- Exclusivity
- Complications
- Quality materials
- Historical legacy
How do watches hold value?
Different factors play a key role in making watches hold value–
- Brand reputation
- Craftsmanship
- Material quality
- Limited production
- Historical legacy
What determines the value of a watch?
A watch's value is determined by—
- Brand
- Materials
- Design
- Features
- History
Grab AP Watches To Upgrade Your Style
Audemars Piguet can be both a status symbol and a smart investment.
Although the pre-owned ones can be pricier than the original cost, the factors justify that. Their models have almost everything needed to be valuable in the market–
- Rarity
- Ties with VIPs
- Beauty
- Precision
- Craftmanship
- Performance
If you’re looking for investment-worthy AP watches, consider checking them from a reliable retailer like Great Lakes Watch.