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Maybe their marketing scheme means two, perhaps a Trilogoy of brands, can be very lazy as their marketing and goosing the secondary market is working just fine.
Change a dial to something see-through, or a green versus brown dial, and the watch product press lose their minds at the "brilliance'. Go from octa to square, but keep typical off-the-shelf bits as a properly shaped movement means they have to, you know, get back to work and create something new. To be fair, being lazy is working just fine for certain retail brands.
Be lazy, the sheeple are buying it, and perhaps, overpaying for the hype. Why change being a cheap and lazy manufacturer in 2026 if it still works for profiteering and you can hype the auctiins.
Maybe, just maybe, the horology industry needs 'better' press members who call out.........
Thankfully, we do have truly independant watchmakers who are crafting very unique movements. Multiple times.... If lil ol' "we make 420 timepieces a year" MB&F can do it with their small, tiny budget, what is the Big Box Store Brand excuses?
Again, maybe, just maybe, the horology industry needs 'better' press members who call out.........
When AP was still AP and not the Royal Oak company
Since Nicolas just posted a John Schaeffer… Having been passionate about horology for more than three decades, I have retained an extensive archive of catalogs dating back to the mid-1990s. Recently, I revisited an AP catalog from 1996/1997—nearly thirty ...
Maybe their marketing scheme means two, perhaps a Trilogoy of brands, can be very lazy as their marketing and goosing the secondary market is working just fine.
Change a dial to something see-through, or a green versus brown dial, and the watch product press lose their minds at the "brilliance'. Go from octa to square, but keep typical off-the-shelf bits as a properly shaped movement means they have to, you know,...
What we might find regrettable as watch enthusiasts, the AP shareholders certainly do not
Call it whatever you want - The Royal Oak Company, Kevin Hart and Friends Watches, etc. - as long as people line up to pay double and triple for octagonal bezel watches, AP will keep making them. I have a Gubelin AP catalog from 1979 or maybe 1980. You sh...
Thanks door reminding us of some of AP’s great models.
They are trying to balance out their collection with the Code, but there certainly doesn’t seem to be the same diversity of case shapes as they use to have. All the best, Jon
Nice information! I see my AP! Wow. It was cheap!
Sadly, I don't own an AP Royal Oak. I'd really like to see what the fuss is all about!
very interesting, thanks!
The Sonnerie was quite a bit more expensive then! Best Andreas
Agreed!
Just an amazing repertoire and library that exceeds many of today's independents and more interestingly, today's AP model catalogue in terms of sheer technical prowess and innovation. My recent catch of the Jules Audemars (which was later than this catalo...
Indeed! A more interesting period
But I'm not sure POP Swatch is a way out of the monoculture