quattro unearths a fascinating, little-known chapter in Audemars Piguet's history: its mid-20th century sub-brands, Audiguet and APCO. This post offers a rare glimpse into AP's strategy to diversify its offerings with more accessible timepieces during the post-war era. quattro's detailed presentation, complete with multiple examples and historical context, provides invaluable insight for collectors interested in the lesser-explored facets of Audemars Piguet's heritage.
In
1945,
Audemars Piguet launched two brands,
Audiguet (contraction of
Audemars Pi
guet) and
APCO, with the aim of providing
less expensive watches in parallel with the top-of-the-range models.
Their production was ceased by the end of the 1950s.
Let's have a look!
AUDIGUET ref. 302 - 34 mm case in 14K Yellow Gold - Caliber 47
This is the most gorgeous example I've found. Wonderful dial, lugs, everything.
Same model as above, but different case number: 26'962
credit: Christie's
AUDIGUET, pink gold french made case with reversible & removable lugs
The following example comes from the private collection of @thewatcham and it is very intriguing: the dial is unsigned and the case can rotate on its lugs.
The
caseback is
signed.
The case has been designed and made by
Arakel Mélick-Minassiant under the
maker mark Mélik-Watch Cie for the
lugs...
... and
Mélick-Minassiant for the case.
The
caliber 47 is also
signed.
credit: @thewatcham
AUDIGUET, no. 45, yellow gold case no. 1059 made for J.L. Roehrich, circa 1950 The last example I've found is this
lady's wristwatch.
credit: AntiquorumAND WHAT ABOUT “APCO”? The only
images I've found come from the book
Audemars Piguet by Gisbert L.
Brunner, Christian
Pfeiffer-
Belli, Martin K.
Wehrli and were very
kindly provided to me by
golden hands.
The book also includes this
lady's watch signed
Audiguet.
credit: Audemars Piguet
by Gisbert L. Brunner, Christian Pfeiffer-Belli, Martin K. Wehrli
To conclude this post, here are two documents which concern the brand Audiguet.
First, the original Swiss trademark registration for “Audiguet,” on 19 June 1945.
Next, the
Exhibitor list, XVIIIe Foire Suisse de l'Horlogerie, Bâle (Basel Swiss Watchmaking Fair), April 1948.
Audemars Piguet and
Audiguet appear as
separate entities.
I hope you
enjoyed the
discovery or
rediscovery of these two brands (the existence of which is mentioned in the
AP Chronicles) and some of their
watches.
Thanks for reading.
Best, Emmanuel
