15400 Pricing and Availability

[oysterflexer]

AP newbie here
It seems like resale is close to 15400 boutique pricing. Can you find this brand new at the AD? I would assume no because of the strong resale values. Any veterans would like to shed some light.

Would consider buying this model used. But 18000 USD has really no significant depreciation (trending price).

[Kjp061987]

I’ve seen both a silver and black dial at the LV boutique in the past few months, and they can be had with minimal wait elsewhere. I’m actually a little surprised at the grey market prices for everything apart from the blue dial. I would be curious to know what they’re actually getting for them.


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[benlee]

Just dropped by AP boutique Singapore and Taipei recently. Both have no 15400s SS in stock. But I don't think they are hard to get.

[sya]

in Asian countries, no stocks. They are starting to emulate Patek/Rolex style of limiting supply of popular models, in this case for the 15400. no discounts in ADs. I was able to spot a silver dial in Japan back in March, but according to the AD blue and black hardly goes to the display set. They are already assigned to someone every time they get stock of it.

[Gravity]

There were a few in stock at the BH location a few weeks ago when I went to try a few on to see how the 41mm fit. I didn't inquire as to all of the variants since I was not looking for one but may be worth calling if you are set on going through a boutique.

[ncsub]

I went to the NY boutique recently and they had a black one in stock. They informed me that blue would be hard to get but they could get silver or rhodium in a month or 2. I walked through the diamond district on my way to the boutique and saw several 15400s in the windows. Most of the stores wanted the retail price. I couldn’t believe that those grey market shops wanted the retail price.

[AK797]

In most countries the AD wait will only be a few months so worth getting at retail. If you are quoted more than 6 months by many then I'd buy used.

[2nastie]

Hey bud, saw that you are in Ontario... there is surprisingly one sitting at the Vancouver AD right now (as of last week at least). Believe the price is around $26,000 CAD. Silver/White Dial. No discounts though.

[Bonobuds]

Don’t be crazy & pay above retail for a used watch. It is not that hard to acquire.

[oysterflexer]

Any idea if this 15400 secondary market bubble will burst anytime soon?

[AK797]

Originally Posted by oysterflexer

Any idea if this 15400 secondary market bubble will burst anytime soon?

Look to the Rolex and Patek markets, when and if they break so will AP.

[walds11]

Originally Posted by AK797

Look to the Rolex and Patek markets, when and if they break so will AP.

Agreed. I don’t think it will happen anytime soon.

[2nastie]

Originally Posted by oysterflexer

Any idea if this 15400 secondary market bubble will burst anytime soon?

These luxury markets are all dependent on the economy. If the economy falls so will luxury goods...

Might as well ask if the economy or housing bubble will burst...

[Tan]

I spotted one at the AD in Toronto a few weeks back, silver dial for $25,000 CAD. They seemed to be willing to discuss pricing, but I didn't pursue the deal to get into any specifics.

[ajw99]

They are around, but not many, if you're willing to call around to ADs. You will likely hear that AP manufacturing is on holiday for August but production and models to US begin flowing again in late-September / early October.

[oysterflexer]

Can't live without a deal. Gonna stick with my 116618 or 116688 plan... much better depreciation.

[s14roller]

Originally Posted by oysterflexer

Can't live without a deal. Gonna stick with my 116618 or 116688 plan... much better depreciation.

A "deal" is market dependent. How would you plan to get a deal on a 5711 or SS Daytona?

[GB-man]

Originally Posted by s14roller

A "deal" is market dependent. How would you plan to get a deal on a 5711 or SS Daytona?

Best have a ski mask

[Gravity]

Originally Posted by GB-man

Best have a ski mask

...and don't forget the bubblegum on the door latch as you enter

[2nastie]

Originally Posted by oysterflexer

Can't live without a deal. Gonna stick with my 116618 or 116688 plan... much better depreciation.

Everyone likes getting a “deal” but whether or not that’s a reality is all dependant on the market.

Sometimes getting a watch you specifically want is a deal in itself. The market dictates what a “deal” is.

You don’t go into the grocery store and try to get deal. You just pay what the price tags says. Same with most luxury goods like LV, etc. That’s what the market tells for those goods and watches are trending in that way. I think people are just too accustomed to discounts. And frankly the watch industry has been too generous in handing them out in the past. I like saving money as much as the next person, but I think it’s time for a change.

[SC11]

Originally Posted by oysterflexer

Can't live without a deal. Gonna stick with my 116618 or 116688 plan... much better depreciation.

I deal can be getting one at retail with certain models!

Also you are aware discounting does undermine value retention

[AK797]

Originally Posted by oysterflexer

Can't live without a deal. Gonna stick with my 116618 or 116688 plan... much better depreciation.

Buy the watch not the price, and I own a 618.

[PugLife]

i searched through marketplace on this forum and found 15400's listed from like 2013. the prices people were asking for were a lot lower back then (around $13k). really wish i had been in the market back then haha. i'm assuming the retail price was always the same so not sure why the gray market prices have come up so much since then.

[sya]

Originally Posted by PugLife

i searched through marketplace on this forum and found 15400's listed from like 2013. the prices people were asking for were a lot lower back then (around $13k). really wish i had been in the market back then haha. i'm assuming the retail price was always the same so not sure why the gray market prices have come up so much since then.

from where i am there was a 10% price increase this year.

Also, the SS supply shortage of Rolex, PP has also been passed to AP. I am not sure if that is due to rising demand, or limiting supply, but stocks have been hard to come by, thus leading to significant price increase in grey market.

[GB-man]

Originally Posted by PugLife

i searched through marketplace on this forum and found 15400's listed from like 2013. the prices people were asking for were a lot lower back then (around $13k). really wish i had been in the market back then haha. i'm assuming the retail price was always the same so not sure why the gray market prices have come up so much since then.

They were going for 12k BNIB if you go back a year or so more.

AP has taken serious measures to axe their AD network that was known for discounting. You use to be able to get 25% off on APs no problem. Those days appear over.

[wiswrist]

Originally Posted by GB-man

They were going for 12k BNIB if you go back a year or so more.

AP has taken serious measures to axe their AD network that was known for discounting. You use to be able to get 25% off on APs no problem. Those days appear over.

Definitely true. The relatively rapid increase in 15400 prices has a little to do with the general Rolex situation but mostly the height of the economy and AP's transition to an almost solely boutique sales model. The ADs providing watches at an aggressive discount to the gray market are pretty much gone.

I was at an local family owned AD yesterday and they are loosing the AP line in a few weeks. They are down to their last 4 pieces.

I would love a $13K 15400 right now, but in the long run I'd prefer the brand to be stronger and have to pay list at a boutique (with everyone else).

[ewdi]

In my town (Nagoya, Japan) - Big retailer like Takashimaya has closed down their AP section as they are not getting anymore inventory. Matsuzakaya, another large AC has 2 piece left and were told there wont be anymore pieces incoming. This is starting to get frustrating for many consumer. I have to go to Tokyo Ginza boutique to see decent selections.

[rolexbrand]

For a used watch or a brand new watch ?

[Vaxe]

I remember buying my 26470 at 25% off, and at the time used Jumbos were $19k, 15400 $11k (and collecting dust). This was only 2 years ago.

I’ve been eyeing the 44 Ti ROO and the steel Openworked, but until they offer something new - movement or nuance changes, I’m not going to pay into scarcity. Same stance for every brand out there doing this - MSRP or no dice. And if MSRP went up, I’ll pass on the reference.

Originally Posted by rac10000

Definitely true. The relatively rapid increase in 15400 prices has a little to do with the general Rolex situation but mostly the height of the economy and AP's transition to an almost solely boutique sales model. The ADs providing watches at an aggressive discount to the gray market are pretty much gone.

I was at an local family owned AD yesterday and they are loosing the AP line in a few weeks. They are down to their last 4 pieces.

I would love a $13K 15400 right now, but in the long run I'd prefer the brand to be stronger and have to pay list at a boutique (with everyone else).

[T3F]

Originally Posted by ewdi

In my town (Nagoya, Japan) - Big retailer like Takashimaya has closed down their AP section as they are not getting anymore inventory. Matsuzakaya, another large AC has 2 piece left and were told there wont be anymore pieces incoming. This is starting to get frustrating for many consumer. I have to go to Tokyo Ginza boutique to see decent selections.

Similar story in the U.S. The only AD in Northern CA got booted, meaning that those living in the Bay Area have to fly to LA if I want to see anything. DC area is the same -- no more ADs, have to fly up to NY or down to Miami.

From an ownership perspective, I appreciate that they are making moves to make the brand stronger. However, from a buyer's perspective, it's really frustrating and turning me off of the brand. I am considering buying a Royal Oak Offshore Chrono, but need to make a special trip to even try one on. As with most people considering buying a watch, I am looking at buying one of a few different watches, the others being JLCs. Given there are multiple JLC dealers nearby, there's a good chance that I go into one of them, like the watch, and pull the trigger without ever trying on the AP, as it's a hassle. I hope that AP figures out a way to resolve this issue, either by adding more boutiques or some more creative solution (e.g., if they started doing online sales, maybe they'd ship you a demo watch).