Audemars Piguet Marvel Watch Discussion — WatchProSite Forum Digest

Hackworth · 2021-04-11T07:25:20Z

Explore the Audemars Piguet Royal Oak Concept 'Black Panther' Flying Tourbillon. Collectors debate its design, market strategy, and impact on AP's legacy.

Hackworth

WPS member · Audemars Piguet forum

65 replies21761 views2 photos

Hackworth's candid review of the Audemars Piguet Royal Oak Concept 'Black Panther' Flying Tourbillon ignited a passionate debate among collectors. His initial impressions from the Shanghai launch event, questioning the aesthetic choices and the brand's strategic direction, serve as a critical starting point for understanding the community's diverse reactions to this polarizing timepiece. This article synthesizes the key arguments and insights from the ensuing discussion, offering a comprehensive look at the watch's reception.

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Was invited by Shanghai AP to their AP x Marvel launch event & party and got a chance to see the watch in the flesh (steel?), and I have to say AP may have f*cked up big time on this one. The Marvel partnership seems strange and literally "cartoony". Having just acquired a few concepts and tourbillons lately looking at this watch and partnership something just does not feel right in the gut of the AP owner and lover.

The black-purple color combo is on the distasteful side, but what's the worst is the numerals and tachymetre ring - looks truly like something out of a McDonalds happy meal. And the choice of Marvel Hero seems quite random - perhaps the horrible color combo could've been avoided with something like Thor? Black Panther also has a rather politically (correct) backdrop carrying a "woke" theme (I guess that's a thing these days?)

And of course, they got the local celebrities to shill and compliment the watch but their facial expressions were hardly convincing. I understand perhaps AP calculated the market size of the Marvel fanbase, but also perhaps the Marvel fans with enough moolah to buy this watch may have good taste actually? We'll know after a few months to a year after reference prices start surfacing on Chrono24.

- Hackworth

Key Points from the Discussion

The watch's design, particularly the hands and color scheme, was seen by some as a 'middle finger' to loyal customers, pandering instead to a celebrity-driven market, potentially diluting AP's established brand image.
AP's strategy of appealing to new, younger, and more diverse audiences, including through celebrity endorsements, is crucial for the long-term viability of the mechanical watch market, preventing it from dwindling with new generations.
The unexpected geographic distribution of high bids for the Black Panther watch, particularly from China and Germany where the movie's box office performance was not exceptional, suggests a targeted appeal to the US fanbase, similar to Richard Mille's strategy.
The Black Panther watch, by mashing modern cultural elements and upsetting traditionalists, echoes historical precedents set by Gerald Genta's Royal Oak and his whimsical dial designs, suggesting a continuation of a 'punk artist' approach to horology.
The passing of actor Chadwick Boseman, who portrayed Black Panther, could significantly increase the watch's collectibility, especially given AP's renowned finishing and the watch's bold, 'funky' aesthetic which aligns with current trends.
Despite its polarizing design, the Royal Oak Concept 'Black Panther' is a technically impressive piece of horology, representing years of planning and board-level sanction, distinguishing it from past 'hideous excesses' and positioning it as a special edition, not a regular production model.

The Discussion

MichaelC

Apr 11, 2021

Thanks for the live photo.

I have now owned and enjoyed AP over 20 years. The brand has done many daring things over that period, and this collaboration is the latest. I have 0 interest in comic related things, but am not offended with this creation at all. Does not diminish the brand for me, does not change my opinion on the ones I have. I just can't relate to the "end of the world for AP" opinions over this collaboration. The good news for those who are utterly disturbed, they can list their pieces for sale and in some

Cpt Scarlet

Apr 11, 2021

I would like to echo the sentiment...

Many owners will enjoy owning this watch and why not, variety is the spice of life.

Hackworth

Apr 11, 2021

I agree Michael 100%

I think it's one thing to vent about negative feelings about this collaboration - but to "dump" the brand is definitely over-reactionary. The Marvel partnership as a one-off thing will not hurt the brand in any way. However if they continue making poor choices that AP fans react negatively to ... then that's another matter. I think having AP hear voices of their most loyal owners is a good thing

MichaelC

Apr 11, 2021

Lost in all of the negative comments are some incredibly cool features on that watch.

The corner ribbing, the guard assembly, the numerals and clean tach. This watch could easily be rendered with a more common AP type dial and people would go crazy for it. I never saw the BP movie, but I would enjoy seeing this carved detail up close. I'm sure from AP's standpoint, they did not make a poor choice. They made a business decision and good or bad they will deal with it. I agree the opinions of loyal owners are important, but there sure are a lot of new AP experts on the forum. I don'

als1678

Apr 11, 2021

The nautilus yacht "owned by Thierry Stern" was as fake of a news item as it gets.

Back to the topic, nobody can argue with the commercial success Francois has brought to AP. By looking into the future and ignoring the past, not without a cost. The fact that one has a choice to not own AP is not a defence of everything that they do. Also cool details do not make a watch, it is about everything coming together. I am not shocked by the marvel collaboration, it is natural step in the journey of making AP a mono product brand. Not easy doing the same over and over again, and yet o

SALMANPK

Apr 11, 2021

The ribbing on the lugs indeed is super cool. By the way I recommend you do watch Black Panther, great movie...

as for the watch, Fun Piece, out of my league though, Congrats to the Lucky Owners. PS: Remember how people reacted to the Shaq, Jay-Z, a collab with a Japanese martial artist, and even Arnold's baby mama scandal. Reeks of elitism and superiority complex bordering on full Narcissism and Playah Hatin. Hate the Game Son.

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