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OK... please read my full reaction
Yes, we have loved AP. Yes, AP has been thus far amazing. Yes, AP 15202 is an icon. Yes, many AP watches are icons... and exquisitely finished.
If we can take a moment to move past these obvious acknowledgements.... which are sort of like saying YES Bennahmias has been a great General...
But... what if Bennahmias wanted to cash in on something really cheesy and cynical... like AP collab with Chuck E Cheese? Why not? It would be very profitable... why hesitate?
You get where I'm going...
This reminds one of a leader who has run out of ideas... looking for a way out of a problem of some kind... one we may not know of...? and is greedy as hell without shame? Or is inexplicably broke? Desperate? None of the above? But just inexplicably inappropriate and a traitor to the legend he has been entrusted with? All/none of the above? A move like this a mystery to 'us' on the outside.
We as collectors and observers may never understand...
AP and MARVEL??? Hmmm... The French Laundry... and McDonalds?? Hmmm... Rolex and Hasbro?
WHY.
Will it make money? Yep.
What if it were FOOD rather than Comic books/movies?
AP meets KFC? AP meets Chipotle? AP meets Popeyes? How is it different?
This is gross. Sad. Wrong.
Like so many things of this nature... the stunningly cynical nature of it will result in big money, and many people will say --Genius.
Man... with all my skepticism and criticism regarding Thierry Stern ... he would slit his wrists and do a 'Triple Lindy' to his suicidal death in shark infested waters... before ever doing this.
That goes thrice for Rolex. This is why Patek and Rolex tower above them all. Can you imagine?????
This will be remembered, and whether AP makes gazillions off this or not... it's cheesy as hell... greedy as hell... it's SO disheartening and out of character for one of the 3 Sisters... that it makes me want to dump my 15202.
Available on the marketplace
Audemars Piguet announces collaboration with Marvel
2021 will begin a new collaboration between AP and Marvel, the character-based entertainment company. ...
This could be a mistake...
...comic books have become increasingly political in the past few years. I, for one, don't give a damn what superhero wears an AP. Maybe that's just me. How about concentrating on making great watches? Novel idea, I know...
I honestly neither see nor understand the connection. From a franchise standpoint, imo, the story arc has run its course and the brand is likely on a downward trajectory. The demographics are different.
Marvel is hardly a brand one associates with luxury or watches. What am I missing?
No worse than 'End of Days'
In other words: I don't like it at all, but I can't pretend it's a new low for AP!
In general I'm not a fan of film collaborations...
but I admit that, the more appealing I find the film the more forgiving I am of the collaboration! Note about my peculiarities here: I LOVE the use of recognizable watches as props in films. Bruce Wayne wearing a Reverso, for example, is for me a great, t...
Here we go with 2 Marvel LE RO's ;-)
The uniquely purple "Thanos" RO... Plus the special green "Hulk" RO... (Original photos off the internet, mockups done with Photoshop just for fun!) While I can't see anyone actually wearing the Thanos RO, the green Hulk RO is curiously appealing... ...
And people wonder why Rolex and Patek keep standing out amongst the crowd.
I would expect this from a publicly held entity looking to meet shareholder expectations.
You’ll wonder. Collaborations have been trending for a while now.
Many more big brands will follow and cater to a big crowd of new riches.
I would've fired Bennahmias for CODE
and I would certainly recall him for this. AP, please become a grown-up again. Cheers Marc
Yes, I noticed that. He comes across very bafoon-ish...maybe I'm too harsh, but I just don't like how insensitive
this CEO is to AP's heritage and horological equity. Just compare AP's complicated pre-war pieces to this Marvel non-sense now. How grossly apart and away from its own DNA, simply incongruous! A drunken sailor with a huge ego...
I was watching it live as I always have CNBC on... I was squirming throughout the whole interview
and could not believe what was coming out of his mouth... Sarcastically smirking at how could anybody doubt his genius and his golden child named Code.. Anyway, I'll try to find it if it's possible...
I wonder what the owners of AP are thinking...
He has done a few things right though when it comes to the distribution of AP watches. I remember when you could buy the RO with the 3120 movement with a discount of 20%. They managed to close that even before the hype around the RO and Nautilus exploded....
A bit audacious mixed with pop culture...
As with other brand decisions by AP, they have taken a bit of a bold, polarizing step which can be seen idiotic or brilliant. I think personally there is great potential here - the whole Marvel brand has equity across many diverse generations and backgrou...
Those who know the CEO know what to expect of AP
Let's just be diplomatic and carry on. I, as many, made years ago the right decision to avoid AP and I will stick to it.
Where would Urwerk be today without Iron Man?
The kids who fell in love with Robert Downey Jr's Iron Man in 2008 are now the youngest and most fervent Urwerk clients. Put it another way: With Tony Stark and his Urwerk UR-110 out of the picture, James Rhodes and Audemars Piguet are ready to step in, s...
OK... please read my full reaction
Yes, we have loved AP. Yes, AP has been thus far amazing. Yes, AP 15202 is an icon. Yes, many AP watches are icons... and exquisitely finished. If we can take a moment to move past these obvious acknowledgements.... which are sort of like saying YES Benna...
Great post. I agree.
AP is trying to profit from the superhero fad that had been gaining momentum over the last 5 years. Many of these media companies have made billions of dollars as a result. I think AP want to cash in. They are moving away from their core competencies whic...
Thanks cpbmd
Upon reflection, I probably over reacted but such is watch-passion. We 'believe' so much in a brand and its history especially, and we love the watch itself so much... that we forget it is all a 'mere' business with cold business concerns, which can be an...
While I think I definitely overreacted (and thought it possible and not unjustified to find myself banned the next morning),
reading your March 21 post gets me agitated all over again. There just seems to be no supervision at Audemars Piguet. The Disneyfication - Marvelization sounds too grandiose, something Bennahmias might like - of one of the foremost watchmaker's 145-year h...
I get it. But I’m really looking forward to what they have for us April 10
I’m expecting (hoping for) something where the Marvel relation is understated and artistic. I love this community but sometime we kill the bird before we have even seen it fly😂. Or seen it at all for that matter. ...
You have a point but for me the sh$$bird has landed already
with the announcement of the association. That bird I've seen alright. Cheers Marc
Yes you’re right
Not very purist that relation. Audemarvel Piguet. But hey watch me if there is not going to be at least one pleasant surprise in there. With the new chrono movement I hope.
Interesting that so many hate the idea of AP collaborating with marvel but it’s genius ...
So the idea behind the marvel AP collaboration is a way longer strategy than just 2020 or 2021 If you want massive heritage and very careful then Patek is your best choice. If you want something to never change then it is Rolex But think about AP with the...
Such a wrong move from AP
So AP and McDonalds are both collaborating with Marvel? I am sure the AP Cpncept would look great next to a happy meal