Audemars Piguet: Retail Price No Longer Shown

oyster case · 2021-12-13T18:06:12Z

Audemars Piguet's shift to 'price on request' sparked debate among collectors. Explore the reasons behind this change and its impact on the luxury watch market.

In a 2021 post that sparked significant community discussion, WatchProSite member oyster case observed a shift in Audemars Piguet's online retail strategy: the replacement of MSRP information with 'price on request.' This change prompted oyster case to question its implications for transparency and accessibility, particularly for collectors in markets like Canada. The ensuing discussion explored potential reasons behind this move and its broader impact on the luxury watch market.

I had seen mention that AP replaced msrp information with price on request. A visit to the website confirms this. Do other countries also show this? I’m a little confused 😕 as I kinda want to know the retail, even if there’s nowhere to buy in Canada 🥲 Any thoughts on this approach?

Key Points from the Discussion

Initial speculation suggested Audemars Piguet might be implementing a new sales strategy allowing authorized dealers to set resale prices based on market value, potentially mirroring grey market rates. This was quickly recanted as misinformation.
The actual reason for the 'price on request' change was attributed to new EU regulations, rather than a shift in AD pricing strategy.
The practice of hiding prices is not unique to Audemars Piguet and has been observed across many brands, allowing them more flexibility to react to market fluctuations, as seen with significant price increases on models like the F.P. Journe Elegante.
Even brands like Rolex have occasionally displayed 'price on request' for certain pieces, though it's less common for their high-volume steel sports models.
Some members view this strategy as a move by large brands like Audemars Piguet and Patek Philippe to maximize profits from their customer base.

The Discussion

mdg

Dec 13, 2021

They probably will just do a credit check...

...on potential customers and charge accordingly : )

FabR

Dec 13, 2021

I heard they pull Experian but I’m at 8/6, 23/12 and LOL/24, so I might have to garden a few more months…😎

[PS: Probably a joke nobody outside of the US can understand…another one of my pretty serious “collections” is credit cards!😂]

oyster case

Dec 13, 2021

Haha 😂 any “hand crafts” credit cards?

FabR

Dec 13, 2021

Not yet, but my dog has been allocated some amazing unique pieces...;-))

oyster case

Dec 13, 2021

Haha 😂 that’s one of the cutest dog pics I’ve seen, you’ve made my day FabR!

LiftAngle51

Dec 13, 2021

Price on request

I see it many times at many brands. I guess it give the brands more freedom to anticipate what the market will do. For example a F.P Journe Elegante quartz. A few years ago the watch was around Today E47000. No wonder they want to hide prices.

Audemars Piguet: Retail Price No Longer Shown

Key Points from the Discussion

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