Target audience of AP

[RUK]

Wanted to run an observation by the group here. I've been a fan on the Brand and the quality of the watches and movement finishing for a while but something is keeping me away.

I've started to notice younger and younger aged gentlemen wearing APs. Mostly Rubber Clad/Offshore and few Royal Oaks. The marketing too has gone heavy on sports,and social media. Also seeing virtually no adverts or launches for the non Royal Oak line or dress watches which is a shame.

Has AP changed things around when it comes to the target audience?It's a superb brand and watch maker,but it feels like more a fashion icon/status symbol in last few months to years.




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[Watch This]

All I can add is that as an ardent watch enthusiast it seems AP is enjoying a surge of popularity. Not unlike Panerai did over the past few years. AP is experimenting with new materials and edgy designs. No longer your dads watch brand.

[Lordofrolex]

Yes it's a little younger. Also rappers and athletes are very into the brand which influences the young crowd. I'm 28 and I love AP debating of getting one really soon.

[Watch This]

My son is 22. He thinks Rolex is cool, Panerai is very cool, and AP is off the charts amazing.

[locutus49]

I'm 66 and like the original Royal Oak design. The rubber bands and all are too young for me.

[habanos]

I love them and I am just past my mid 20's. The RO 15400 will be my next acquisition as I have admired the RO for quite some time. I find the history of the brand to be extremely interesting and the design itself is simply amazing to me, especially the tapestry dial.

In regards to the younger generation gearing towards them, my theory lies with any other "luxury" brand as they see displayed with artists and athletes. It's something to strive for and they want that. AP is doing a very good job on product placement but their marketing it seems still stays consistent to its past marketing.

[s14roller]

Keep in mind that people with large disposable incomes are getting younger. Same reason why gold watches which may have been "old man" watches as we were growing up, are getting more popular.

[Muzz]

Lots of AP owners I know are heavier in the RO side versus the ROO side like myself. Age groups seem to be 20s- 50s in my circle.

[Ravager135]

I think the major difference is that Rolex is a tool watch brand that has become luxury whereas AP was always a luxury brand that is now making tool watches. The result is that Rolex will never be in the same league as AP when it comes to finish. Why should they? Rolex owners love that the Submariner they wear today is just a slightly better finished version of what Bond wore. AP, on the other hand, always excelled in finish and style. Their Dive and ROO lines aren't as versatile as Rolex but are certainly a different level for a younger generation who chooses sport over dress more often than not.

[masterkiller]

AP went a bit crazy a while back but I think they have cooled down with LEs nowadays, wich is a good thing! It absolute dilutes the brand in the long run!

[fai9al]

AP used to be really all about the LE's in the past (kinda what Hublot is doing these days) However, as Martin mentioned above, they have cooled down with that and returned to their roots. In SIHH 2016, we will see a new "classical" line released and the Jules Audemars will be discontinued.

[Cru Jones]

this has been going on for several years now, but, they apparently are taking a step back from the edge.

[bayerische]

34, and it's my favorite brand.

[cervantes]

Originally Posted by Cru Jones

this has been going on for several years now, but, they apparently are taking a step back from the edge.

Yup!

[benlee]

AP target a relatively younger crowd compare to the other top tier brands. I am not so young anymore but AP is hands down by fav brand, as evidence in my collection. Just love the finishing and the feel on the wrist.

[jrs146]

Originally Posted by benlee

AP target a relatively younger crowd compare to the other top tier brands. I am not so young anymore but AP is hands down by fav brand, as evidence in my collection. Just love the finishing and the feel on the wrist.

I agree you can't top the finishing and feel that AP creates. It's a work of art.


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[masterserg]

Long end of 40's and favorite brand.

[Peterandwatches]

AP has two lines (nobody cares about the Jules and Millenary collections), so it's RO/ROO.

Regarding the RO, I prefer the 5711 over the 15202, and I'd probably take a modern Rolex over the 15400, since it's just way too big. I would consider a 15300 through.

Regarding the ROO, I like the look of the ceramic divers, but otherwise, they generally are too big, and don't have that classic look. I just can't see the Safari being in style in 20 years, let alone passing it down to my children, and that's something important to me.

I also think it's knock that nobody cares about their vintage pieces, unlike Patek and Rolex. I do think they're cool as a brand, and I do want a 15300, but they are not my favorite overall brand.

[AK797]

Celebs/sports stars/rappers/new money once they have some cash usually start with Rolex, then move on to AP and Hublot, and then on to PP and RM. After a while even Lange will be in the firing line. It is only a question of money so I really don't worry about it any more.

[Abdullasaif]

Originally Posted by fai9al

AP used to be really all about the LE's in the past (kinda what Hublot is doing these days) However, as Martin mentioned above, they have cooled down with that and returned to their roots. In SIHH 2016, we will see a new "classical" line released and the Jules Audemars will be discontinued.

[slaughterer]

I disagree with those who say the old LE ROOs diluted the brand. Past LEs were a showcase of creativity, and, while there were some misses, there were some grand achievements. By comparison, the new ROOs are a bland set and a regression in adventuresomeness and daring.

[Jack Cassidy]

AP is for the young, smart and hip. For this target audience it is clearly the perfect brand - supplementing Rolex.

For the slightly more mature audience PP or ALS is better.

In your:

20's: AP or Rolex

30's: AP or Rolex

+ 40's: PP, ALS or Rolex

[texex91]

Originally Posted by Jack Cassidy

AP is for the young, smart and hip. For this target audience it is clearly the perfect brand - supplementing Rolex.

For the slightly more mature audience PP or ALS is better.

In your:

20's: AP or Rolex

30's: AP or Rolex

+ 40's: PP, ALS or Rolex

Late 30 to 40's: RM

But really no science to any of it...people of all ages buy all brands.

[agsstructures]

Really just a fan of the classic royal oak line. All the other stuff is way to big/flashy for my wrist and lifestyle.

[masterserg]

Originally Posted by Jack Cassidy

AP is for the young, smart and hip. For this target audience it is clearly the perfect brand - supplementing Rolex.

For the slightly more mature audience PP or ALS is better.

In your:

20's: AP or Rolex

30's: AP or Rolex

+ 40's: PP, ALS or Rolex

Nonsense.

[Lange1]

In my own I think AP isn't specific target young audience, it just because they can afford own AP and PP. For me AP design more like sport and elegance in the same categories that why it makes the brand is more interesting.


Enough is Not enough !

[Hairdude1]

Originally Posted by bayerische

34, and it's my favorite brand.

SAME!

[111forza]

Sorry not buying into this age thing APs my favourite brand
I Love the history of the company / the finishing/quality of their watches love the feeling of having an AP on my wrist also not bothered if rappers and athletes are occasionally seen wearing them (they also wear blinged up rolex's) .
As regards the jules and millenary collections personally I think they're beautiful/elegant watches
BTW I also really love ROLEX

[masterkiller]

Originally Posted by Peterandwatches

Regarding the ROO, I like the look of the ceramic divers, but otherwise, they generally are too big, and don't have that classic look. I just can't see the Safari being in style in 20 years, let alone passing it down to my children, and that's something important to me.

But the ROO line has been in production since 1993 so it has over 20 years and still as popular then ever so it should count for something, it Will be and already are a classic in my book...

[jdkrut]

I'm 42 and AP is my favorite brand. AP combines modernity with history with the highest level of watchmaking. No other manufacture does that.