One of the oldest brands in the luxury sector, and certainly the oldest to have stayed in the family for multiple generations, Audemars Piguet has enjoyed a rich history navigating the fields of innovation and tradition.
First founded in 1875, the brand holds a number of iconic launches and unique creations under its belt (or watch strap, if you will), including the first minute-repeating movement watch in 1892, and the first ever skeleton watch designed and launched in 1934.
While some luxury brands on the timepiece and accessories market are famous for their logo or brand name, Audemars Piguet is just as likely known for its most notable release – the Royal Oak collection – which first hit the market in 1972 and gave the brand a huge boost in the industry.
But where did it all begin, what makes Audemars Piguet such a notable and high-level luxury brand, and how does the brand retain its loyal customer base and prestigious market presence?
Where Did Audemars Piguet Begin?
The origins of the Audemars Piguet brand lie in Le Brassus, Switzerland, where the company remains to this day. By keeping the brand very much in the family, Audemars Piguet has remained grounded in its roots and in what catapulted it to the forefront of the luxury market in the first place.
Stripping the brand right back to its origin, Audemars Piguet is the culmination of two minds, two experts, and two friends, who came together to create something new and unique. Audemars was the revolutionary who knew all about watch movements and the inner workings of a timepiece, while Piguet specialised in the regulation of these movements and their accuracy. Together, their skills allowed them to break boundaries and constantly seek out new and innovative ways of bringing timepieces to life for their customers, with the rich history of the brand spanning standalone campaigns and drives, as well as countless high-end collaborations.
The formula employed by Audemars Piguet combines generations of skilled and experienced watchmakers, timeless and exquisite designs and aesthetic looks, and the highest level of precision to create watches that withstand the test of time.
To quote Jasmine Audemars, the Chairwoman of the Board of Directors:
“At Audemars Piguet, we constantly challenge ourselves to push the limits of craftsmanship. Endowed with a strong spirit of independence, we proudly own our roots and territory, daring to combine precision and creativity.”
It’s these final words that really capture what it means to be a leading luxury brand in today’s market – and which underpin the reason behind Audemars Piguet’s brand success over the past 140+ years. Despite sitting firmly in the watchmaking industry, Audemars Piguet is well attuned to the aesthetic design of its pieces and to what delights and inspires its customer base. Tradition and artistic innovation are explored in every timepiece, while only the finest tools, skills, and techniques are employed to bring the pieces to life.
What Makes Audemars Piguet Such a Popular Luxury Brand?
When considering a luxury and high-value watch or timepiece for your own collection, there are a few notable brands that will likely spring to mind. So, what separates Audemars Piguet and makes it such a viable investment as well as a timeless styling option?
For one thing, Audemars Piguet is known for creating the finest and most exquisite timepieces, both with regard to design and movement – something that will come as no surprise once you start to consider the skills held and honed by its two founding partners. Everything you will read about the history of this brand brings you back to the way that both founders were committed to launching new and daring designs and projects, constantly pushing boundaries and breaking through the ceilings of what had been done before.
Of course, we must also acknowledge the common tropes of luxury design and marketing – that is, the balance between limited supply and high demand, and the connection between Audemars Piguet and a revered celebrity and A-list audience. Whenever a brand is favoured by the rich and famous, demand spikes as buyers look to own their own slice of the brand. What’s more, when demand outweighs supply to such an extraordinary extent, the pool of buyers for every single timepiece is huge and pushes the price skywards – thus making Audemars Piguet not just highly coveted and in demand, but also an excellent investment opportunity.
Finally, and following on from the former point, it’s important to recognise the waning number of stores that offer, stock, and sell Audemars Piguet timepieces – with the brand ceasing collaborations and partnerships with retailers across the world. This only makes it harder to find and get your hands on an authentic Audemars Piguet wristwatch, again driving and feeding that unrivalled demand.
Is Audemars Piguet a Future-Proof Brand to Invest In?
To date, Audemars Piguet has enjoyed incredible success in its 140+ year history – but is it a brand worth investing in today?
When compared with other luxury watchmakers and brands, Audemars Piguet stands out in the way its entire history has been dedicated to creating something fresh, new, and unique for the market. Never one to shy away from innovation, every Audemars Piguet watch pushes boundaries insofar as the mechanics and inner workings, while always retaining that timeless sense of style for the wearer to enjoy.
You need only look at the immense popularity of the Royal Oak watch, first released in 1970 with a 50th anniversary edition released in 2020, to see how future proof this brand is. The first Royal Oak watch not only met the high-level design expectations of customers but also delivered a sports design and waterproof case, perfect for everyday use.
If you’re looking to invest in an authentic Audemars Piguet timepiece, then the best place to shop is through a reputable reseller in your local area. These resellers are experienced in identifying, authenticating, and valuing original luxury goods, with an ever-changing roster of stock available to browse online and in store.
