I think there is incredible potential with this particular collaboration - that maintains the audacity, avant garde, and exclusivity of the brand whilst connecting with a passionate fanbase. It's clear Marvel and Disney will continue to invest and maximise their brand recognition worldwide - so unquestionably more people will get to know and recognise AP worldwide with this collaboration. And it's incredible the knowledge and expertise floating around social media about watch collecting - certainly the younger generation is much more well informed and so I would suspect there will likely be more interest from this generation of future collectors.
I'm certain given past experience, the AP models will not be a slam dunk for everyone, in fact, I know there will definitely be an allergic reaction. To be frank, every major leading brand does not please everybody during every launch (hard core collectors are typically never satisfied with releases), but if anything AP tends to surprise and shock a bit more than the traditional players. But if anything, they are hugely successful despite a challenging year in 2020.
Personally, my concern is that AP does not overly consumerise their lineup - either by coming up with more affordable pieces or throwing cartoons over the case or doing huge series over 1000 pieces - and that they stick with haute horologerie, mixed with some pop culture and heroism. Throw some exotic materials and I think there can be some real winners here - and if inspiration comes from some of the Marvel characters - a la Black Panther or Iron Man - with case accents, colour schemes, etc that reflect some of the core elements of the character it can be audacious and exciting.
Looking forward to being shocked, surprised, and mesmerised in a few days! Just saw their IG story with the hidden code that says something like "prepare to harness the power of vibranium!" If vibranium - being scratch and dent resistant, wielded by Captain America with his shield, Winter Soldier's Arm, or by Black Panther's suit - is a heads up for a ceramic or cermet piece - that would be fantastic!!!
Cheers,
Peter