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Le Brassus

Vallée de Joux village that has been Audemars Piguet HQ since 1875; also home to APRP movement development.
What Will I Pay for an Entry-Level Audemars Piguet? Teddy Baldassarre
Audemars Piguet Jun 20, 2023

What Will I Pay for an Entry-Level Audemars Piguet?

If you are on a quest for the “cheapest” Audemars Piguet watch, it’s best to accept one truism right up front: that the cheapest AP is still going to be, for most, a major investment. When it comes to the most desirable Audemars Piguet watches, you can expect to lay out no less than five figures even for a pre-owned model, and new models are so highly in demand that even their already pricey MSRPs will prove to be a frustrating mirage for many prospective buyers, as those watches will regularly be marked up even higher on the secondary market. Nevertheless, in keeping with our previous guides covering Rolex and Patek Philippe, and in the spirit of every Audemars Piguet owner/collector needing to start somewhere, here are three entry-level options from three AP collections, with some details on what makes each one distinctive. (Whether those distinctions are enough to move you to buy one will be up to you and, perhaps, your financial advisor.) Audemars Piguet began making watches in 1875, when founders Jules Louis Audemars and Edward Auguste Piguet first registered the brand in Switzerland’s Vallée de Joux. Now headquartered in the town of Le Brassus, it remains one of the very few privately owned firms in the watchmaking industry, still in the hands of the Audemars family. Renamed Audemars Piguet & Cie in 1881, the company primarily manufactured movements for other firms in its earliest days, including Tiffany and Co., but later gained renown for milestones like t...

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Business News: Audemars Piguet Names Ilaria Resta CEO SJX Watches
Audemars Piguet Names Ilaria Resta CEO May 22, 2023

Business News: Audemars Piguet Names Ilaria Resta CEO

Ending months of speculation, Audemars Piguet (AP) has finally filled the role of chief executive officer after outgoing boss Francois-Henry Bennahmias revealed his intention to depart last year. The Le Brassus watchmaker famous for the Royal Oak just announced that the top job will go to Ilaria Resta, formerly the president at a privately-held fragrances giant headquartered in Geneva. According to the announcement, Ms Resta joins AP in August this year and officially assumes the chief executive role on January 1, 2024. Mr Bennahmias will remain to assist with the transition until the end of 2023. A thirty-year veteran of the brand, the flamboyant Mr Bennahmias quadrupled AP’s annual revenue during his tenure, with its sales last year hitting the CHF2 billion mark. His successor’s résumé, however, suggests the board might be looking for someone who understands branding on a global and mass-market scale. With a long and accomplished career in fast-moving consumer goods, Ms Resta’s background is unusual for the leader of a major luxury watch brand. She was most recently President of Global Perfumery & Beauty President at Firmenich, a Swiss firm that is one of the world’s largest fragrances companies and, like AP, family controlled. For over two decades until 2020, Ms Resta held a range of roles at Procter & Gamble, covering sectors ranging from laundry to hair care. “Her proven record of delivering results through a clear strategic thinking based on deep consumer...

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Audemars Piguet Debuts the Royal Oak Perpetual Calendar Blue Ceramic SJX Watches
Audemars Piguet Debuts Nov 3, 2022

Audemars Piguet Debuts the Royal Oak Perpetual Calendar Blue Ceramic

After rolling out the Royal Oak Perpetual Calendar in black and then white ceramic – making them the first all-ceramic Royal Oaks – Audemars Piguet put new colours on hiatus, until now. The Le Brassus watchmaker has just unveiled the Royal Oak Perpetual Calendar ref. 26579CS in blue ceramic, making it the first Royal Oak entirely in coloured ceramic (aside from black or white). Initial thoughts Though ceramic has long been a favoured case material at Audemars Piguet (AP), it is typically employed for certain components, usually the bezel, to create two-tone appearance. AP has rarely made entirely watches in ceramic until recently. Even now AP only has eight Royal Oak models entirely in ceramic, out of dozens of references in total. And of the eight, six are black ceramic. So the latest Royal Oak is special just because of the colour. Admittedly, the colour is not unique in watchmaking. And the all-blue aesthetic is certainly polarising. But an all-ceramic Royal Oak is always attractive in terms of look and feel, because the case and bracelet finishing is exemplary. More broadly, the electric blue Royal Oak perhaps captures the zeitgeist of contemporary watch collecting perfectly with its brash colour, unusual materials, and integrated bracelet – it is a watch of the times. It costs CHF129,000, making it more expensive than the equivalents in steel or titanium, but there’s nothing else quite like it, which helps make the price a bit more digestible. High-tech blue ...

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Audermars Piguet Introduces the Royal Oak Offshore “Music Edition” SJX Watches
Audemars Piguet has just unveiled Jul 12, 2022

Audermars Piguet Introduces the Royal Oak Offshore “Music Edition”

A watchmaker with many a musician as brand ambassadors, Audemars Piguet has just unveiled a quintet of sports watches sporting a motif inspired by the digital display of a graphic equaliser, a piece of audio equipment used to vary the volume of frequency bands. Taking its inspiration quite literally, the Royal Oak Offshore Selfwinding Music Edition has the familiar tapisserie dial pattern but dressed up with the vertical lines of the display on a graphic equaliser. And in its fanciest form, the latest model renders the equaliser motif in colour gemstones that continue onto the bezel. Initial thoughts As with many of the brand’s more extravagant releases, the Music Edition is almost tacky but manages to pull it off. Decidedly modern and very much over the top, the colourful chequerboard is a fun, striking look that distinguishes the watch from every other Royal Oak, which is an accomplishment given the strength of the octagonal design. Traditionalists will sure disprove of the way the tapisserie dial has been reinvented, but it is certainly in keeping with the bold and adventurous style of the Le Brassus watchmaker. And that has its appeal in moderate doses. The secret to such over-the-top watches is to do it infrequently and as long as AP doesn’t repeat this often or regularly, the Music Edition is different and cool. The dial of the gem-set model is blue aventurine glass, adding another layer of sparkle to the watch Between the two dials available, the gem-set versi...

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An Industry Insider’s Take on François-Henry Bennahmias’ Success at Audemars Piguet SJX Watches
Audemars Piguet Long rumoured Jun 16, 2022

An Industry Insider’s Take on François-Henry Bennahmias’ Success at Audemars Piguet

Long rumoured and now official, François-Henry Bennahmias will depart Audemars Piguet (AP) at the end of 2023 after an 11-year reign as chief executive. An iconoclast who dared to voice out loud what many people were thinking, he turbocharged a brand that had been coasting and was gradually being edged out by more aggressive competitors. Over the last ten years AP has more than doubled its turnover and operating margin, while maintaining its exclusivity thus enhancing its attraction for customers and collectors. Often criticised for its dependence on a single product family – the legendary Royal Oak contributes makes up over 90% of turnover and even more of profit – the Le Brassus brand has been able to reinvent its flagship product during François’ tenure, turning it into an icon in watchmaking. But Bennahmias’ marketing and business plan owes less to genius than to common sense and a unique ability to unite his team. Brands are crafted by people The path to success for the successful (re)launch of the horological icon is straightforward in hindsight but it is all related to human factors. I am a firm believer in the fact that brands are made by people and not spreadsheets. In a luxury brand, the personality of the chief executive (or creative director) is key to the promotion of its values. A strong personality with character traits suited to a pro boxer, Bennahmias has a strong charisma that allows him to motivate his troops and lead from the front. He has ...

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Getting colour coordinated with the Audemars Piguet CODE 11.59 collection Time+Tide
Audemars Piguet CODE 11.59 collection Editor’s Jan 17, 2021

Getting colour coordinated with the Audemars Piguet CODE 11.59 collection

Editor’s note: Without a doubt, one of the hottest trends of 2020 was the sheer volume of coloured watches that were released. From pretty pastels to the range of rainbows, these colours were a welcome bright spot in a grim year. A certain Le Brassus-based brand joined in on the fun introducing the CODE 11.59 … ContinuedThe post Getting colour coordinated with the Audemars Piguet CODE 11.59 collection appeared first on Time+Tide Watches.

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Highlights: Complications at Phillips’ Hong Kong Watch Auction SJX Watches
Audemars Piguet MC12 one Nov 23, 2020

Highlights: Complications at Phillips’ Hong Kong Watch Auction

Taking place on Sunday, November 29, Phillips’ Hong Kong auction spans a wide range, including independent watchmaking, which includes the S.U.F Sarpaneva x Moomin prototype, as well as value buys (including a surprisingly well-priced Grand Lange 1 Luna Mundi). Here’s a look at a few standouts amongst the complicated watches on offer – particularly watches that might go under the radar. It includes the Patek Philippe ref. 5101R 10-Day Tourbillon powered by an under-appreciated but gorgeous movement inspired by the brand’s observatory chronometers, along with the Audemars Piguet MC12, one of the coolest complications in any shape but an octagon to leave Le Brassus. The auction happens on November 29  at the JW Marriott Hotel Hong Kong, while the catalogue and online bidding are available on Phillips.com. Lot 850 – Audemars Piguet Millenary MC12 Despite being overwhelmingly famous for its octagonal luxury-sports watch, Audemars Piguet has produced highly-complicated watches in other case styles. Amongst the most interesting is the Millenary C12, a cutting-edge watch when it was launched in 2006 and inspired by the Maserati MC12 supercar (which was based on the Ferrari Enzo). Equipped with a hand-wind chronograph movement with a tourbillon, the MC12 is unusual both mechanically and aesthetically. Most obvious is the oval case with a “bullhead” chronograph layout, with the pushers at one and 11 o’clock, which is usually associated with auto-racing chrono...

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INTRODUCING: The Audemars Piguet Royal Oak Selfwinding Flying Tourbillon 41mm is a bridge between the past and the future Time+Tide
Audemars Piguet Royal Oak Selfwinding Flying Nov 18, 2020

INTRODUCING: The Audemars Piguet Royal Oak Selfwinding Flying Tourbillon 41mm is a bridge between the past and the future

If you’re a regular reader of Time+Tide, you’ll probably know that Audemars Piguet are well known for their skill in making tourbillons. This year alone, the Le Brassus-based brand has released a number of tourbillon watches, which we’ve covered here, here and here, but Audemars Piguet isn’t slowing down. Today the watchmaker announced the release … ContinuedThe post INTRODUCING: The Audemars Piguet Royal Oak Selfwinding Flying Tourbillon 41mm is a bridge between the past and the future appeared first on Time+Tide Watches.

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The liquid depth of Audemars Piguet’s Royal Oak Jumbo Extra-Thin with onyx dial is worth travelling to Japan for Time+Tide
Audemars Piguet s Royal Oak Jumbo May 18, 2020

The liquid depth of Audemars Piguet’s Royal Oak Jumbo Extra-Thin with onyx dial is worth travelling to Japan for

The Audemars Piguet Royal Oak is one of the most well-known watches in the world, but there are some references within the family that remain relatively undiscovered. While they are extremely rare, Royal Oaks with stone dials are as beautiful as you would imagine from the Le Brassus-based brand, with lapis lazuli and various other … ContinuedThe post The liquid depth of Audemars Piguet’s Royal Oak Jumbo Extra-Thin with onyx dial is worth travelling to Japan for appeared first on Time+Tide Watches.

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Pandemic Truths – François-Henry Bennahmias SJX Watches
Audemars Piguet Apr 30, 2020

Pandemic Truths – François-Henry Bennahmias

Audemars Piguet is one of the most recognised brands in haute horlogerie, but since François-Henry Bennahmias took over as chief executive in 2012, it has enjoyed turbocharged growth, with turnover more than doubling to over a billion francs in 2019. As the crisis hit, Audemars Piguet was still in the midst of executing some drastic strategic changes in the brand’s distribution and marketing – eliminating all third-party retail as well as pulling out from the SIHH trade fair. Has the crisis changed its plans? François-Henry Bennahmias answers our questions from his home in Nyon, a town 40 minutes to Audemars Piguet’s headquarters in Le Brassus (which just opens its new museum shaped like a glass spiral). Francois-Henri at home in Nyon How has this crisis impacted your business? All our manufacturing sites are closed; 85% of our stores worldwide are closed. So we are drastically impacted as you can imagine. 2020 will be affected in a substantial way. But with what our team have achieved in the past eight years, Audemars Piguet can weather the storm. Our financial health is good. We are able to keep every single employee around the world on the payroll. That is mainly what we have been working on: taking care of our people, of their health and of their jobs. In this regard, I would say that all is good! Obviously, the situation calls for a deep reflection on the “after”. Anyone who believes that we will go back to the normal we once knew is completely mistaken. ...

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The Audemars Piguet Museum is Complete (and Open) SJX Watches
Audemars Piguet Museum Apr 22, 2020

The Audemars Piguet Museum is Complete (and Open)

Announced in 2014 as part of a massive expansion of headquarters in Le Brassus, the Audemars Piguet museum is now complete, although the public will have to wait end-June 2020 to visit. The vintage-inspired Remaster01 Chronograph limited edition was launched last month to commemorate this very occasion. [Update June 25, 2020: The museum is now open to the public, with tickets required for admission.] Designed by Bjarke Ingels Group (BIG), the Danish architects responsible for Google’s new North Bayshore headquarters, the Musée Atelier Audemars Piguet is a low-slung spiral that gently rises out of the fields right behind the building Audemars Piguet has occupied since 1875. Inspired by a balance spring, the museum is almost entirely curved glass. A hundred and eight panels of structural glass support the steel roof that’s covered with a garden, blending into the pastoral landscape of the Vallee de Joux, the homely heart of Swiss watchmaking. The glass exterior is covered by a brass mesh to regulate temperature and light A spiral into the past and future Visitors to the museum will follow the spiral through the building – first clockwise towards the centre and then in the other direction to the conclusion – accompanied by some 300 timepieces dating from the 19th century to the present. At the centre of the spiral sit a selection of the brand’s grand complication watches, including the massive Universelle pocket watch from 1899. And appropriately, at the end of the...

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The Audemars Piguet [Re]master01 Selfwinding Chronograph is like a remastered classic on vinyl, played on crystal clear modern speakers and turned up to 11 Time+Tide
Audemars Piguet [Re]master01 Selfwinding Chronograph Apr 6, 2020

The Audemars Piguet [Re]master01 Selfwinding Chronograph is like a remastered classic on vinyl, played on crystal clear modern speakers and turned up to 11

In what we hope will be the first of many watches to be unveiled in these dark times, Audemars Piguet has recently released their latest model. Called the Audemars Piguet [Re]master01 Selfwinding Chronograph, this new piece is actually a reinterpretation of one of the Le Brassus firm’s early 20th-century watches. In no way is this … ContinuedThe post The Audemars Piguet [Re]master01 Selfwinding Chronograph is like a remastered classic on vinyl, played on crystal clear modern speakers and turned up to 11 appeared first on Time+Tide Watches.

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RECOMMENDED WATCHING: The Audemars Piguet Code 11.59 explained Time+Tide
Audemars Piguet Code 11.59 explained Feb 2, 2020

RECOMMENDED WATCHING: The Audemars Piguet Code 11.59 explained

At the beginning of last year, the famed Le Brassus-based watchmaker Audemars Piguet released their first totally new collection in decades, the Audemars Piguet Code 11.59. It is safe to say that the release got people talking, with an outpouring of expression on social media articulating many people’s disappointment with the collection, blaming it for … ContinuedThe post RECOMMENDED WATCHING: The Audemars Piguet Code 11.59 explained appeared first on Time+Tide Watches.

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Hands-On With The New Nivada Grenchen × Le Petit Poussoir F77 Polar White MK1 Limited Edition Fratello
Nivada Grenchen × Le Petit Poussoir May 11, 2026

Hands-On With The New Nivada Grenchen × Le Petit Poussoir F77 Polar White MK1 Limited Edition

Sometimes, you don’t want a color or a fancy finish on your dial, and occasionally, the second version isn’t always better than the first. That must be exactly what Ludovic Barrois from the French watch publication Le Petit Poussoir was thinking. That’s probably why, with his friend Guillaume Laidet, he released the Nivada Grenchen F77 […] Visit Hands-On With The New Nivada Grenchen × Le Petit Poussoir F77 Polar White MK1 Limited Edition to read the full article.

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The Louis Erard Le Régulateur Esprit Flinqué in Grey – a Worn & Wound Collaboration, Revisited Worn & Wound
Louis Erard Le Régulateur Esprit Flinqué Apr 22, 2026

The Louis Erard Le Régulateur Esprit Flinqué in Grey – a Worn & Wound Collaboration, Revisited

Late last year, we launched one of the most ambitious limited edition collaborations we’ve ever undertaken: the Louis Erard x Worn & Wound Le Régulateur. Developed over the course of three years, the project began with a concept from our side that pushed beyond anything we had done before. Realizing that vision required extensive R&D; to bring it to life at the highest possible standard, but the result was something truly distinct. Our goal with collaborations is always to create something unique, something special, and in this case, the outcome was a watch that stood apart from anything else. Layered, elaborate, provocative, and even a touch challenging, it’s a design that holds its own in even the most esoteric collections. the Worn & Wound x Louis Erard collaboration from 2025 Because the design itself was so original, and the execution so involved, it felt unfortunate for its life to be limited to just the 99 blue models of the initial release. During development, Louis Erard explored several alternate dial colors, some of them quite unconventional. While the design translated surprisingly well across these variations, there was something compelling about the restraint of the grey version that ultimately set it apart. Yes, grey and black are often the safe choices, but here, the result feels anything but typical. Zach Weiss’ Design from the 2022 pitch deck Now known as the “Le Régulateur Esprit Flinqué,” the design set out to rethink the regulator display w...

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Flying Six IWC Pilot’s Watch Le Petit Prince 20th-Anniversary Editions Fratello
IWC Pilot’s Watch Le Petit Apr 20, 2026

Flying Six IWC Pilot’s Watch Le Petit Prince 20th-Anniversary Editions

To mark two decades of collaboration with the estate of Antoine de Saint-Exupéry, IWC introduces five Pilot’s Watch models in the Le Petit Prince collection, available in 5N gold and steel. The collection spans multiple case sizes and complications, ranging from 36mm to 43mm, and includes both time-only and chronograph executions. The sixth novelty in […] Visit Flying Six IWC Pilot’s Watch Le Petit Prince 20th-Anniversary Editions to read the full article.

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