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Audemars Piguet

I didn’t like the Code 11:59 collection the first time I saw the CAD drawings

 

I didn’t like it when I saw the first press release photos and I didn’t like it the first time I saw it in the metal - or for the second time, or the third time. And I still don’t like it today.

I guess I hold horological grudges. I associate the collection with the over-the-top marketing hype that preceded the launch and AP’s promise that this was the next sure-fire iconic piece. It’s like when someone tells you it’s the best film in a decade but when you see it, even if it’s a decent enough film, you feel misled. You feel you were promised an emotional journey that the product didn’t deliver upon. And that’s my real issue with this collection. Watch collecting is less about tangible products and more about our emotional connection to them. And I am struggling to separate the actual watch from the visceral negative reaction I had to the marketing hype. Shame.

NickO




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