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In 1972, Audemars Piguet launched what has since become the company’s signature - the Royal Oak, designed by the now legendary Gerald Genta. It was the first stainless steel luxury sports watch, and was considered to be a very risky move at the time. Skeptics could not imagine such a high price-tag on a stainless steel watch. The risk paid off and the Royal Oak was wildly popular, and today accounts for over half of the company’s total sales.
The Royal Oak took its name from three warships of the British Royal Navy that sailed between 1802 and 1939. The naval theme is evident in its porthole shaped bezel and sporty design. Its characteristic octagonal shape, steel edges and prominent hexagonal screws have made it famous, and are a perfect mix of power and style. In 1993, the company released an update to the phenomenon called the Royal Oak Offshore (pictured here), which is a larger and more complicated version of the original, designed for more extreme sports. With new models every year, the Royal Oak is still one of the most sought-after watches in the marketplace.
Audemars Piguet is still a family-run business, and they would argue that this is the key to their success. As a company, they guard their reputation and their product very closely. The brand’s integrity has been an important factor in its longevity and has also helped keep the prices stable in the secondary market. Print this post
