AP New Pricing System in 2022?

[AperolSpritz]

This is total nonsense.

First, this "suggested price" mention or whatever it is people read into as such a major change in AP's way of doing business, has been there for ever (at least in Europe). And you see this absolutely everywhere. Probably a legal thing.

Just checked Patek - under the price it says : " *Suggested retail price taxes included. Prices may be subject to alteration at any time and do not constitute a contract."

In any case, doing this would be suicidal for AP. There might be a short term upside but then what? This price increase is a kind of self-fulfilling prophecy. People buy them because they increase in value and as they increase in value more people buy them and because of that even more people buy them. But what if there stops to be a reference price? What happens next?

The hype will fall. No one is going to bother buying codes or offshores. People (much fewer) will focus on only desirable pieces. I have 6 APs but would never a single second in my life consider buying grey at current prices.

From a business perspective, AP is now certain to offload its production for say at least the next 10y (and increasing prices by 10% each year). Which business can say that? And with 80% gross margins. Sure they leak some grey premium but that is the cost of fueling this incredible machine of desirability that keeps them running and creates the effect I mentioned above. They would be absolute fools to break this momentum.

On top of that, Chrono24 is not a stock exchange. Who is going to set the price. Do we have any idea of how many of these grey transactions are real B2C trades and not just flippers or greys moving stock between each others. What is the real price? vs. Marketed price. etc.