Audemars Piguet

During these turbulent times, great companies see the opportunities rather than focusing on the crisis. Mr. Merk, CEO of Audemars Piguet, shares with PuristSPro AP fans his special insights. You came in to AP to assume the CEO position from outside the co...  

He hinted at the 40th anniversary of the RO -- can't wait to see what is in store. I am also looking forward to seeing the "first ever" AP diving watch, although I thought the Scuba with a WR of 300m was a diving watch...Nevertheless, I am sure it will be... 

get it? hold your breath...for a dive watch?!? More details soon, my friend, soon... TM

...I can't wait too long. All right, maybe a little longer. respo

Judging from all the interest in the new "Dive" watch, I think there has been a terrible misunderstanding. My "hold your breath" was a play on words on the Dive theme. Yes, that Dive model is the one introduced at SIHH in January. Please remember that SIH... 

In fact it comes as a relief that there is not ANOTHER watch for me to lust after...although, I had beeter go back and take another look at the Diver announced at SIHH...uh oh. Thanks, Thomas. respo

Just to reconfirm with a visual. The Offshore Diver is basically the same as the Scuba but with different hands & date disc background is black instead of white. Cheers, Anthony...  

I actually like the details of the Diver very much! Subtle but key differences... TM

never new of the database of stolen watches....

Very interesting and informative. I have loved AP's for many, many years. I distinctly remember seeing my first stainless Royal Oak at a jeweler in Paramus, NJ and being mesmerized by the simplicity and beauty of the design. I really enjoy reading about t... 

What's your favorite model? Which sees the most wrist time? TM

I have always held the Royal Oak line in the highest regards and own a Royal Oak chronograph in stainless. To me,, these models are the Heart and Soul of AP, all others are spin offs of these iconic watches. I also own a Edward Piguet chronograph in rose ...  

shooter!...  

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POV, I'm not sure I buy his views on LEs and non-favoring of any one line... to me, there is a lot of emphasis on the ROO and LE ploys and I will add that from a sales POV, I guess one cannot blame them.

Hi, I know many/most of the knee jerk reactions towards Limited Edition ROOS, and some of them I have tried (mostly futilely) to explain that the LE's are to celebrate specific anniversaries, special events, etc (as Mr. Merk said) and that AP has tended t... 

some of my thoughts on your interview with the AP gentleman and not wanting to delve into it further as it is just my view which is probably only right for me . I also take the stand that others have theirs and I respect that. I personally don;t subscribe... 

Hi, Arthur, " I'm not sure I buy his views on LEs and non-favoring of any one line... " read to me like you were questioning the sincerity of Mr. Merk's words and their meaning, not that your opinion of the situation differed from his, as a matter of opin... 

On the clarification, I rather not as some of my reasons for not being a ROO ro PAM fan have no horological grounding and are based on weird idiosyncracies which cannot be the norm. The horological reasons.. well... I'm still struggling with horological t... 

I'm with Arthur on this. If ROO makes up more than 50% of the company's $ and if the LE's are raking in all that money, why bother to stop there? In as far as AP is concerned, I am an outsider but the impression I get is that AP is milking ROO for what it... 

um...what's the difference between the Survivor and Grand Prix and JPM and RBII... okay, these are seriously different models, even if with similar/same movements. Certainly far more different than various PP models with the same movement, or LUC, or VC, ... 

I have followed AP over the years and own just one. Mine is the iconic RO E-series with silvered waffle dial in ss with bracelet and "AP butterfly" deployant. As a matter of fact, it is my daily wear watch, despite my original concerns of scratches and da... 

It's simple, really. People sell their grandmothers to get hold of a new LE Offshore in the hope of making a quick buck by flipping it. Then new LEs come out, sometimes with only small variations on the watch to which they have pinned their investment hop... 

ThePuristS (and PuristSPro) has always been very much against that sort of mentality - "please keep the door open long enough for me to get in, then slam it shut to anyone else behind me." :-( Cheers, TM

Thanks Mr Merk and Dr Mao for the insights and sneak peeks. Although I knew such an interview was coming, I didn't realise the amount of information in it, if one teases out the material! The original 'rotating bezel indicator' watch was a Limited Edition... 

you sideway compliments really hit hard!

Thanks for the interview Thomas! (I have a big grin on my face when looking at my wrist these days ) Cheers, Anthony This message has been edited by AnthonyTsai on 2010-05-12 20:52:28

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the reason for that big grin on your face is pretty... BADA$$! Diver - sorry, see my comments to Respo above. TM

There were some very interesting and difficult questions asked. Many of the questions are some of the boldest questions that could be asked that are in the back of the minds of many PuristS who are concerned about the purity and history of this highly rev... 

Hope to see an AP on your wrist some day! TM

And very interesting reading about his thoughts on how AP weathered the storm during the financial crisis. And very cool sneak peak at the AP Diving watch. Can't wait to hear more details. Thanks TM. Regards, ED-209

The US market for AP wasn't hit too bad for too long, and is well recovered year on year (kudos, AP NA!) There are some markets that continue to lag, but they were not "top markets" even before the crisis. So all in all, AP weathered the storm pretty well... 

Cannot wait to see the 40th anniversary RO. Hope it is a Jumbo LE. JerryW

I have high hopes for the 40th!

Two things in the article that really got my blood pumping: - a new AP diver; - celebrating the 40th anniversary of the Royal Oak! How EXCITING! Thanks for the wonderful post, TM! I enjoyed reading your interview very much! Cheers, Daos

2012 will be a pretty spectacular year, I suspect... TM

Will AP make a truly special 40th anniversary Royal Oak or just engrave the caseback or dial to commemorate the occasion. Thank you Dr. Mao for the interview of Mr. Merk.

the 40th Anniversary Royal Oak will be quite a bit more than that... Thanks for your participation, BClair57! TM

for posting...... interesting about the 40th anniversary...... but, as a comment, his response on the limited editions is not entirely convincing.... (however, AP is a company and wants to profit... there is nothing wrong with that....) cheers

what sort of comments on limited editions would be "entirely convincing?" Completely seriously, without any irony or sarcasm, I am sincerely interested in the unspoken and underlying thoughts on the whole LE subject. Obviously it is a topic resting on som... 

although, I would like to clarify that my views are entirely subjective..... Limited editions, in my view, should be exactly that.... a watch that is a limited number and is not manufactured again..... Also a limited edition should be really much lower, i... 

I really appreciate the effort to try to explicate the assumptions to someone who may not agree, but may not disagree either! but who is really interested in understanding the reasons behind. The funny thing is, I have no problem with people simply saying... 

Just want to send a few messages to Mr. Merk. 1. The non-ROO/RO stocks at retailers here are not moving satisfactorily (at least in the eye of the retailers). 2. Mr. Merk said: "There would be no secondary market if there would not be a strong primary mar... 

are lucid and succinct. I certainly can't speak for Mr. Merk (though I believe he will see all these comments) but based on what I know of "street level" conditions worldwide, "1. The non-ROO/RO stocks at retailers here are not moving satisfactorily (at l... 

last point is quite interesting and as you suggest a great new thread.... I would suggest, as it is your idea, to start it in HoMe.... It would generate a great conversation.. cheers

most likely will have to wait till next week. Thanks, TM

I agree and disagree to some of your points. 1. ROO/RO is certainly the iconic model for AP. Based on the past experience, AP pay too much attention in "promoting" ROO/RO, so do all the watch forums, with no exception. At times, I wonder whether the brand... 

Limited time right now, but "1. ROO/RO is certainly the iconic model for AP. Based on the past experience, AP pay too much attention in "promoting" ROO/RO, so do all the watch forums, with no exception. At times, I wonder whether the brand has seriously t... 

I agree, this is a problem "all brands wish they had." But when they have it, it is a problem nonetheless! I would parse the subject into two narrower categories, though - 1. secondary markets as limited to so called "NIB" (new in box) being sold, at, bel... 

Well, I'm a bit deceived, as I hoped there was something revealed about a re introduction of the Starwheel... Do you have a scoop to share with us, Thomas? Best, Nicolas

ding ding ding ding ding ding ding ding ding ding ding ding

Any Dong in this army of dings? Best, Nicolas This message has been edited by amanico on 2010-05-13 20:03:46

AP Starwheel? Sometime in the near future? Yipeeee!!!! Regards, ED-209

A great read, thanks for sharing.

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making this a top notch interview. Thanks to you Dr. M and hats off to Mr. Merk for having the passion to share his watch with fellow collectors while traveling, there must be more stories in those encounters--hope to hear them at a dinner sometime ;0). B... 

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It is very interesting and informative. Thanks to Mr. Merk too. Like others, I wonder what would the 40th anniversary of the RO be like. Goh

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Some interesting points made. - SJX

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...and thanks to all forumners for the fascinating debates generated from it. I personally was intrigued by AP's new corporate line (well, it's new to me - I hadn't heard it before): Tradition, Excellence, Audacity. This is a great summation of AP's speci... 

deserve credit for not shying away from also asking the more difficult ones. Good job. On the issue of your questions a.,b. and c. I don't think he really answered your question c. As I read it, you were asking a question about the "free rein" speculators... 

That was a very interesting interview. I'm looking forward to seeing what AP has in store for us this summer.