AUDEMARS PIGUET: RETAIL PRICE INCREASE 2021 JAN
Audemars Piguet has been full of surprises, after increasing its retail price 2 times in 2020! They have done the unexpected and increased the retail price yet again in 2021, giving us a New Year surprise.
For the first part, we will be covering non-other than the iconic Royal Oak. On average, the price increase percentage-wise is about the same as the increase back in July 2020; an average of a 5% increase.
The steel Royal Oaks increase ranges from about 5% as mentioned before with the exception of the Royal Oak Steel Perpetual Calendar 26574ST, which recorded a jaw-dropping 15.85% increase. However, this is expected especially with the increase in demand for the Perpetual Calendars in the Royal Oak line.
Very surprisingly, the increase this time round all fall within an average of 5% despite the different materials. We foresee that the gold pieces especially would increase much more, for the brand to maintain their margins with the rise in gold prices over this Covid19 Pandemic.
It is readily apparent that Audemars Piguet is following in the footsteps of Richard Mille with the scarce readability and the frequent increase in retail prices.
Note: Price in these infographic is in SGD.
Next on to the Audemars Piguet Royal Oak Offshore, the Royal Oak Offshore is a beefed-up version of Gerald Genta’s original design, catering to the rise of big bulky watches. The increase in retail price so far seems that what Audemars Piguet has implemented is an average Universal 5% increase in retail price.
So far the ones with a slightly higher increase are the newly released offshore 26405CE in blue and green, with a 5.21% increase.
The Royal Oak Offshore hasn’t been as popular as they were back in 2012, due to the over-saturation release of limited edition Offshores. AP has learned since and with the unavailability and popularity of the Royal Oaks, we think that it would trickle down to the Royal Oak Offshores, as seen in brands like Rolex, Richard Mille, and Patek Phillipe.
Lastly, we will be covering the latest additions to the Audemars Piguet lineup, the Code 11.59, and the [Re]Master.
As discussed in our previous posts, the increase seems to be mostly standardized to about 5%, even with the models with less demand such as the 11.59. When it was first released, the Code 11.59 was not well received except for the Code 11.59 perpetual calendar 26394OR.
The [Re]Master also increased by about 5%, as Audemars Piguet likes to reinforce that it is a remaster and not a reissue of the old ref 1533. With a beautiful dial and a unique two-tone contrast of rose and white gold on the case.
For more information, visit:
www.audemarspiguet.com