Audemars Piguet

Early thoughts - this is something you would never expect from any other Swiss watch brand - a mix of Hollywood, Pop Culture, Sports, Music, and of course a very very unique watch. The result though - was incredible - setting a world record for an AP auct... 

at least as horrible as expected. I am mortified. No offense to anyone but those responsible. Cheers Marc

I could also see from the IG Community this has a more mixed response vs CODE. Cheers Peter

As for the character and the overall concept, I am far from being a fan, to be polite...

But I think a big question mark on the application. I guess when you are this good, you can do anything, but just imagine what AP could do leveraging this with other designs. I am hoping they develop a future collaboration with some industrial artist or s... 

For gimmicks to make a buck or be relevant

Given the limited face to face interactions, events, and shows that can be done - I think sometimes these awareness events, however gimmicky they are, can be useful to build broader awareness more than anything. Of course, people need to like the final pr... 

To much Hollywood imo , I understand there pov because of the Marvel collab . The watch isn’t my cup of tea tbh . Good to see they got a lot of money for a good cause

Definitely Marvel's branding team probably had a say in how this looked and felt and heard throughout the event, and most likely, had a meaningful say in the design of the watch and the box. So very different worlds - haute horologerie and Hollywood - but... 

But RM is always been like that (crazy , avant-garde etc) AP on the other hand has got a amazing history, i know the Royal oak was a out of the box watch back then too but this collab isn’t doing the brand justice imho .

And looking quickly at the two charity organisations will fund a pretty substantial amount of great service to those in need. Peter

Should we talk about the Salvator Mundi, Just to mention the highest bid ever made? (For what is likely not original). I'm not against the collaboration itself, but the design is what a comic book teenager would design. The character drawn on the dial. Is... 

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...but I am increasingly in danger of losing respect for the brand. Flavor-of-the-month is not how you build brand equity...

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