MichaelC[AP Moderator]
18695
Part I - Review, Status, and 2013 Theme
Jan 28, 2013,15:33 PM
In order to properly set the stage for the current direction at AP and best understand the new novelties, it is important to make a quick review of the past two years.
In 2011, we saw a repositioning of the brand. While the new 44mm Offshores were launched, a big emphasis was placed upon the development of the Millenary and Jules Audemars lines. Some wonderful new models took center stage, including the spectacular Millenary 4101:
Jules Audemars Dual Time:
Jules Audemars Self Winding:
Jules Audemars Tourbillon
Millenary Tour Auto LE:
And without question my personal favorite, the titanium Millenary Minute Repeater:
A very diversified portfolio of watches. For many diehard fans of the Royal Oak and Royal Oak Offshore, some many tempting options in other lines were now made available.
2012 brought forth the very important 40th Anniversary of the Royal Oak collection. As expected, AP paid spectacular tribute to the iconic Gerald Genta design, offering a multitude of new models. Existing lines were revamped and freshened, while several new models were launched.
Perhaps the star of 2012 was the revised 15202, a watch which very closely resembles the original:
A new reference, the 15400, features a robust 41mm dimension:
The Royal Oak Chronograph, a staple for many AP collectors, also expanded to 41mm while receiving new dial detailing:
Openworked extra-thin LE in platinum:
Royal Oak extra-thin Tourbillon:
An incredible exhibition dedicated to the Royal Oak would travel the world in the following months, beginning in New York and ending in Singapore (intermediate stops included Milan, Paris, and Beijing). Many collectors and enthusiasts had the opportunity to see unique pieces and learn the history. Understandably, the Royal Oak dominated the 2012 landscape for Audemars Piguet.
In some ways, 2013 embarks upon a new period for AP. Francois-Henry Bennahmias, who started his illustrious career at AP in 1996, was officially nominated as the new company CEO. Without question, Francois has a road map for years to come.
But 2013 also continues the work started in 2011 of brand repositioning. The Royal Oak and Royal Oak Offshore will not overshadow the brand itself. New novelties show a continued development of the Jules Audemars line, particularly within the Women's collection. A renewed focus has been placed upon the emphasis of core values. One such example is the prominence of high complications, an AP specialty since the origins of the company in 1875. 2013 brings forth several new Grande Complications, as well as the Tradition Minute Repeater Tourbillon Chronograph.
This year shows a strengthening of the foundations at AP. The dealer network is being solidified. AP remains committed to completing present orders and meeting current demand. Customer service and the buying experience remain top priorities.
Which leads to the underlying theme of the 2013 Collection - Tradition / Complications, and the Women's Collection. The following reports will highlight these areas. I heard it said around AP, perhaps the car was traveling at 240 kmh and has now cooled to 200kmh... we're still hauling along folks, with a controlled power and plenty of reserve in the tank...
This message has been edited by MichaelC on 2013-01-28 17:28:18 This message has been edited by MichaelC on 2013-01-28 17:34:20