Audemars Piguet Royal Oak Five New Models

Key Points from the Discussion

• The collaboration with 1017 ALYX 9SM is a curious decision, given there was an unofficial, similar aftermarket iteration in 2021 that sold out quickly, followed by another colorful version with Charaf Tajer of Casablanca.
• Removing the textured dial, a key element of the Royal Oak's iconic design, is a questionable choice. Many collectors are unfamiliar with 1017 ALYX 9SM, suggesting AP might be targeting a new customer demographic, potentially alienating traditional enthusiasts.
• Some collectors feel AP has 'lost the plot' and is 'ruining' the Royal Oak by overdoing it, comparing the brand's current direction to Hublot and longing for the pre-2015 watch market.
• While the minimalistic dial is acceptable, the chronograph function on some new models is considered absurd. The 41mm dual-tone Royal Oak is appreciated, with a wish for similar regular models, but a preference for only minute, hour, and second markers.
• The new releases are seen by some as a strong flow of creativity, inspired by the subtle fashion of the 1017 ALYX 9SM designer, indicating a positive reception among certain segments.
• The brand's focus on celebrity and influencer collaborations, including TikTok stars, suggests a strategy to target a new, younger audience, which may not resonate with established collectors.