Audemars Piguet Long Term Value

[dimag333]

I am very new to higher end watches, how do the AP hold their value over time. Like a Speedmaster is what it is, a Sub is what it is. Do the AP's tend to hold their value well longterm? I don't even know how old the brand is!

steve

[Jfbhd4]

You can look this up. Been discussed many times.

Buy ap, they are the best.


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[dimag333]

the reason I bring it up is I found some watches here that were way under what I thought, now they are smaller watches but still found it surprising

https://www.truefacet.com/watches/me...oryId%5B0%5D=8

steve

[Marciano490]

Originally Posted by dimag333

the reason I bring it up is I found some watches here that were way under what I thought, now they are smaller watches but still found it surprising

https://www.truefacet.com/watches/me...oryId%5B0%5D=8

steve

I wouldn't take those particular models to be at all indicative of AP as a brand. They've shown weakness the last few years, but are apparently cutting prices and production so perhaps better days are ahead in terms of value retention.

[dimag333]

Originally Posted by Marciano490

I wouldn't take those particular models to be at all indicative of AP as a brand. They've shown weakness the last few years, but are apparently cutting prices and production so perhaps better days are ahead in terms of value retention.

good to know, I am a daydate and gmt away from a roo but was wondering

steve

[Marciano490]

Originally Posted by dimag333

good to know, I am a daydate and gmt away from a roo but was wondering

steve

They're tremendous watches. Regardless of the resale. Buy used or buy smart and you won't have any issues. Or just enjoy the beauty and heft.

[masyv6]

Originally Posted by Marciano490

They're tremendous watches. Regardless of the resale. Buy used or buy smart and you won't have any issues. Or just enjoy the beauty and heft.

x2. Don't buy a mass produced watch for speculative pursuits

[sathwik]

Originally Posted by dimag333

good to know, I am a daydate and gmt away from a roo but was wondering

steve

I have a DD40 and a GMT II Two tone. I'm really considering trading them for 2 APs (2640st and 15400st). This is after entering the AP club with 15400or! They're from a different league, there's nothing like it!

[sssteel]

The brand is VERY old - founded in 1875 - and in the holy trinity of watchmakers! ;)

[dimag333]

Very good info for a newb!

steve

[ezinhk]

Depending on the model but in general AP, PP, Rolex tend to hold value better than the others.

[Defiancekofb]

Depends on the model, just like new Rolex, if you keep it for say 5 years or less then flip it, most likely you will lose money on it. AP is raising their MSRP of their pieces every few years, but the secondary market has been consistent. For instance a 15400ST is or was $17.8k, but I believe in Europe it was raised 5% or so ($18,690), but yet on the resale market it's been $12-13.5k depending on condition. It's all about the purchase price, if your buying from an AD, they should give you 10-15% discount easily. If you can get more than 15% kudos to you. Cost price for the watch is about $11.5k I think.

[NothingToSeeHere]

AP has only gone mainstream recently whereas literally everyone has known what a Rolex was for decades. I feel AP is a mainstream fad that will fade some once the trenders hop onto to something else. Both bell and Ross and panerai had their moments and have now settled some. I realize these are both totally different companies and there are a lot of variables but still

[Vipes]

Originally Posted by NothingToSeeHere

AP has only gone mainstream recently whereas literally everyone has known what a Rolex was for decades. I feel AP is a mainstream fad that will fade some once the trenders hop onto to something else. Both bell and Ross and panerai had their moments and have now settled some. I realize these are both totally different companies and there are a lot of variables but still

maybe you're confusing AP with Hublot.

[Andrés G]

Originally Posted by NothingToSeeHere

AP has only gone mainstream recently whereas literally everyone has known what a Rolex was for decades. I feel AP is a mainstream fad that will fade some once the trenders hop onto to something else. Both bell and Ross and panerai had their moments and have now settled some. I realize these are both totally different companies and there are a lot of variables but still

You forgot the smiley face. Please include it next time, so we all know that you're joking.

[mickyd329]

Originally Posted by NothingToSeeHere

AP has only gone mainstream recently whereas literally everyone has known what a Rolex was for decades. I feel AP is a mainstream fad that will fade some once the trenders hop onto to something else. Both bell and Ross and panerai had their moments and have now settled some. I realize these are both totally different companies and there are a lot of variables but still

You need to do some more research. I would hardly call AP a fad. Maybe you didn't know about AP until recently, but most of us did for a while? I don't know how you compare AP with B&R or Panerai. Both great brands in their own categories, but not at AP level.

[singe89]

Originally Posted by NothingToSeeHere

AP has only gone mainstream recently whereas literally everyone has known what a Rolex was for decades. I feel AP is a mainstream fad that will fade some once the trenders hop onto to something else. Both bell and Ross and panerai had their moments and have now settled some. I realize these are both totally different companies and there are a lot of variables but still

That first SS luxury sports watch from 1972 or the up sized version from 1993 is just at fad. Hahaha I do think AP has become more popular in the last 10 years as Rolex has become more and more common.

I will say AP made too many pop culture LEs a few years back but cutting dealer margin, going to boutique sales and restricting supply of popular models will lead to stronger prices in the secondary market.

[lapince]

Originally Posted by NothingToSeeHere

AP has only gone mainstream recently whereas literally everyone has known what a Rolex was for decades. I feel AP is a mainstream fad that will fade some once the trenders hop onto to something else. Both bell and Ross and panerai had their moments and have now settled some. I realize these are both totally different companies and there are a lot of variables but still

Are you not confused with Hublot? The RO was introduced in 1972, the ROO was in 1993, calling that a fad is funny, of course not everyone knows about AP, PP, RM and many other brands, WIS do and have for many years, the brand has been strong for a long time...

[AshAP]

Originally Posted by NothingToSeeHere

AP has only gone mainstream recently whereas literally everyone has known what a Rolex was for decades. I feel AP is a mainstream fad that will fade some once the trenders hop onto to something else. Both bell and Ross and panerai had their moments and have now settled some. I realize these are both totally different companies and there are a lot of variables but still

This is total bollocks.

[AK797]

Originally Posted by NothingToSeeHere

AP has only gone mainstream recently whereas literally everyone has known what a Rolex was for decades. I feel AP is a mainstream fad that will fade some once the trenders hop onto to something else. Both bell and Ross and panerai had their moments and have now settled some. I realize these are both totally different companies and there are a lot of variables but still

Nothing To See Here, guys.

[improviz]

Ignorant. Spend a bit of time researching the brand before you spout off nonsense like that.

[lapince]

Well certainly some models do, I have the 15300 blue dial, got it for 15.5k 5 months ago, totally unworn, thought I might have bought it too high, but when I looked at prices for new 2 months later, they were at 17.5-18, and now even used ones are at sale for more than what I paid for mine, same for the ceramic diver, I got a really sweet deal on it, basically paid 17 with 10 points discount and 15 tax refund, now they sell at around retail, of course both are discontinued and if you look at the prices for the titanium Schumacher about 2 years ago, I hesitated getting one but for 42 I thought there were more interesting pieces, now they sell for 58, so yes some AP's hold their prices quite well, even increase quite a lot, doesn't mean they all do, you need to choose well and get the best price...

Of course if you would have bought the previous ceramic ROO you would have done badly in terms of resale had you paid retail, AP lowered the price on the new by 10K, but the previous was overpriced, 20K more than the ceramic diver for a chrono module and a little more ceramic was crazy...

[Marciano490]

I mean, look, if you're talking about non watch folks he's not wrong. 9/10 people on the street wouldn't have heard of or recognized an AP before Jay Z and others made it mainstream popular. You can't deny that. Go to a grocery store and ask how many people know the brand; we're in a bit of a bubble here.

[AK797]

Originally Posted by Marciano490

I mean, look, if you're talking about non watch folks he's not wrong. 9/10 people on the street wouldn't have heard of or recognized an AP before Jay Z and others made it mainstream popular. You can't deny that. Go to a grocery store and ask how many people know the brand; we're in a bit of a bubble here.

Non-watch folks have heard of Rolex but 90% couldn't pick one out in a line-up if the name was covered, and just forget about all the other brands. It's only about WIS.

[improviz]

Originally Posted by AK797

Non-watch folks have heard of Rolex but 90% couldn't pick one out in a line-up if the name was covered, and just forget about all the other brands. It's only about WIS.

Same thing with other luxury items, purses for example… Far more people can pick out a Coach or a Gucci purse, but most of these probably haven't even heard of Hermés, etc.

[improviz]

The popularity of the watch pre-dates Jay Z. From what I read one of the first to purchase a Royal Oak was the Shah of Iran. Not exactly a bit player in the luxury department, and further, they could scarcely have charged 3300 Swiss Francs (10x the price of a Sub in 1971) for it –– which was a lot of money back in those days –– were they not in demand.

[AK797]

Originally Posted by improviz

The popularity of the watch pre-dates Jay Z. From what I read one of the first to purchase a Royal Oak was the Shah of Iran. Not exactly a bit player in the luxury department, and further, they could scarcely have charged 3300 Swiss Francs (10x the price of a Sub in 1971) for it –– which was a lot of money back in those days –– were they not in demand.

Audemars have also been popular with members of the British and Russian royal families. HRH Prince Michael of Kent, the Queen's first cousin, has had a vintage TT AP RO since the 70s.

[Marciano490]

You guys are talking about two different things. Nobody is disputing that really wealthy watch collectors have known about AP for over a century. Citing royalty is nonresponsive.

[lapince]

Originally Posted by Marciano490

You guys are talking about two different things. Nobody is disputing that really wealthy watch collectors have known about AP for over a century. Citing royalty is nonresponsive.

Where I am living the brand known by most is Hublot, everyone knows them, AP? Not so much if at all, maybe different in the US

[AK797]

Originally Posted by Marciano490

You guys are talking about two different things. Nobody is disputing that really wealthy watch collectors have known about AP for over a century. Citing royalty is nonresponsive.

No, the comments were implying that AP were a mainstream recent trend, and not one starting from the 70s as a sports watch, and the Royalty citings were to show they are not just known by the hip hop crowd.

Originally Posted by GB-man

I would say AP has more brand awareness in the US than hublot largely because they have been all over Hollywood and on the wrists of athletes and musicians alike. Hublot certainly competes with AP for this market with marketing dollars but AP is more prevalent on tv and in movies

I personally like a little brand awareness sometimes. Life's to short to always be on the low

Speaking of Hublot, there is a song out now where the rapper smugly condescends the line - It's a Hublow not a Hublott, not realising it's actually pronounced ooblow. Sums it all up really.