Audemars Piguet Archives - The Truth About Watches

September 10, 2020 Robert Farago

LVMH Bails, Kering Cuts – Coronavirus Watch 36

“They hoard their most desirable watches for their own boutiques, force less popular pieces on their partners and price them in such a way that the only way to shift them is out of the back door on the grey market.” That’s watchpro.com‘s Rob Corder’s take on the war between watchmakers and retailers. No question: the watch industry is in turmoil. And not just at the sharp end. LVMH is bailing on their deal to buy Tiffany & Co. . . .

September 9, 2020 Robert Farago

AP Code 11.59 – Dead Model Walking

“After a rather controversial initial impression and some noise in the collecting community, Code 11.59 by Audemars Piguet is now finding its way in both AP’s collections and in the heart of collectors,” monochrome.com asserts, without a shred of evidence. The website introduces the latest addition to the Code 11.59 family: the Flying Tourbillon Chronograph. A timepiece that’s “here to show you the brand’s skills.” Fair enough but . . .

August 16, 2020 Robert Farago

Audemars Piguet to Retailers: FOAD – Coronavirus Watch 33

“We are going to [see a] dematerialisation of retail,” Audemars Piguet CEO François-Henry Bennahmias pronounces in an interview with WatchBox. “I don’t need four walls to sell you a watch tomorrow.” (No word on how Audemars Piguet dealers feel about their dematerialisation.) According to watchpro.com, Bennahmias’ bet on online/home visit sales is based on . . .

August 13, 2020 Franz Rivoira

Patek Philippe Rules – Here’s Why

Swiss horology has a Holy Trinity: Patek Philippe, Vacheron Constantin and Audemars Piguet. They’re also known as the New King, the Old King and the Young Prince. While this doesn’t provide a complete picture of modern haute horlogerie, it’s true: Patek Philippe rules . . .

May 30, 2020 Robert Farago

Which Watch Industry Brands Will Die? – Coronavirus Watch 22

Watch Industry Braces For Historic Downturn HoDinkee proclaims. That’s like saying a car crash victim lying by the side of the road is bracing for impact. Dude, the downturn is here. Last month, Swiss watch exports fell by a staggering 81 percent. There’s no sign of a “revenge shopping” recovery. The real economy is in the tank. Ho’ writer Joe Thompson offers us a piercing glimpse into the obvious, then shares the following eye-opening prediction . . .