Understanding the Investment Value of Audemars Piguet Watches A Collectors Guide to Growth

Audemars Piguet (AP) is one of the “Holy Trinity” of luxury Swiss watchmakers, alongside Patek Philippe and Vacheron Constantin. Known for pioneering designs, impeccable craftsmanship, and exclusivity, AP watches have carved a significant niche in the luxury watch market. For collectors and investors, understanding the factors that drive the investment value of Audemars Piguet watches is essential. This guide will dive into what makes AP watches valuable, examine models with strong resale potential, and discuss the factors that impact investment growth.

Table of Contents

1. The History and Legacy of Audemars Piguet
2. Factors That Drive the Investment Value of AP Watches
3. Top Audemars Piguet Models for Investment
4. Understanding Market Trends for AP Watches
5. Why Audemars Piguet is a Strong Long-Term Investment
6. Conclusion

1. The History and Legacy of Audemars Piguet

Founded in 1875 by Jules Louis Audemars and Edward Auguste Piguet in the Vallée de Joux, Switzerland, Audemars Piguet has always been a family-owned brand. The brand’s legacy is built on horological innovation and the creation of highly complex movements, such as perpetual calendars, minute repeaters, and tourbillons.

One of the most significant turning points for AP was in 1972, with the release of the Royal Oak—a model that would become iconic in the luxury watch market. Designed by the legendary watchmaker Gérald Genta, the Royal Oak defied conventions with its octagonal bezel, exposed screws, and integrated bracelet. The Royal Oak’s bold design and innovative use of steel as a luxury material cemented Audemars Piguet’s reputation as a pioneering watchmaker and created a new segment within the industry.

2. Factors That Drive the Investment Value of AP Watches

Understanding the factors behind the investment potential of Audemars Piguet watches can help investors make informed decisions when adding these timepieces to their collections. Here are key factors that influence their value:

1. Brand Reputation and Heritage

AP’s standing as one of the Holy Trinity of Swiss watchmaking brands assures a consistent high level of demand. Their watches represent an elite level of craftsmanship, innovation, and timeless design, which appeals to luxury consumers and collectors.

2. Scarcity and Exclusivity

Audemars Piguet produces around 40,000 watches annually, a relatively low number compared to other high-end brands. This limited production ensures exclusivity, which directly drives up demand and value. AP models, especially in limited editions, tend to appreciate in value due to this scarcity.

3. Iconic Models and Unique Designs

The Royal Oak and its variations are some of the most recognizable designs in luxury watches. The Royal Oak Offshore collection, a bolder version of the original, also appeals to collectors. AP is known for pushing design boundaries while maintaining heritage, creating iconic timepieces that retain or increase in value.

4. High-Quality Craftsmanship and Technical Innovation

AP’s commitment to using top-tier materials and innovative techniques ensures that each watch is a masterpiece. Intricate complications, such as tourbillons and perpetual calendars, often found in their models, elevate both the desirability and value of these watches.

5. Celebrity Endorsements and Pop Culture Influence

Audemars Piguet has become a favorite among celebrities and athletes, which significantly boosts its image and appeal. Public figures like Jay-Z, LeBron James, and Serena Williams are known to wear AP watches, especially the Royal Oak, which increases the brand’s cultural cachet and desirability.

3. Top Audemars Piguet Models for Investment

When it comes to investing in AP, certain models are recognized for their strong resale value and potential for appreciation. Here’s a look at some of the top investment-worthy models from Audemars Piguet:

1. Royal Oak

The original Royal Oak is the backbone of AP’s investment portfolio. Both vintage and current models are sought after by collectors, especially those with stainless steel cases and blue dials. Limited editions or discontinued versions, like the Royal Oak Jumbo, are especially desirable.

2. Royal Oak Offshore

Launched in 1993, the Royal Oak Offshore is a larger, more rugged version of the original, often featuring chronograph complications. The Offshore appeals to modern buyers who prefer a bold aesthetic, and it holds its value well, with certain models appreciating significantly over time.

3. Royal Oak Perpetual Calendar

The Perpetual Calendar models are renowned for their complexity and beauty. They include additional features like the moon phase, day, date, and month indicators. This model appeals to serious collectors, and due to its limited production, it has substantial resale value.

4. Royal Oak Tourbillon Extra-Thin

The Royal Oak Tourbillon Extra-Thin combines a sleek profile with one of horology’s most coveted complications, the tourbillon. This model is not only an aesthetic masterpiece but also a feat of engineering, making it highly attractive to collectors and investors.

5. Code 11.59 by Audemars Piguet

Though controversial at launch, the Code 11.59 collection represents a modern departure from AP’s iconic Royal Oak lineage. It features an innovative design and complex movements, appealing to those looking for something unique. Early indications show it may gain value as a future collectible.

4. Understanding Market Trends for AP Watches

The secondary market for Audemars Piguet watches has been robust, with certain models selling for well above their retail prices. Understanding current market trends can help collectors anticipate potential price growth and make informed investment choices.

• Increased Demand for Pre-Owned AP Watches: Pre-owned luxury watch markets, including those for Audemars Piguet, have grown considerably over the past decade. Certain models, especially limited editions, have shown appreciation rates of 20-50% over their retail prices.
• Rising Demand in Asia: AP’s popularity is surging in Asian markets, especially in China, where demand for high-end luxury goods continues to grow. This demand has driven up prices on the secondary market, contributing to the investment potential of AP watches.
• Shift Towards Vintage: Vintage Royal Oak models have become increasingly popular among collectors who appreciate the classic designs. As these vintage models become scarcer, their prices tend to appreciate, making them sound long-term investments.

5. Why Audemars Piguet is a Strong Long-Term Investment

Several key factors make Audemars Piguet a solid choice for those looking to invest in luxury timepieces:

• Steady Appreciation: Audemars Piguet watches have historically appreciated in value over time. While not every model sees the same rate of increase, sought-after models like the Royal Oak typically retain or grow in value.
• Resale Value: Audemars Piguet’s limited production and high demand mean that their watches maintain strong resale values. Even in economic downturns, AP’s market value tends to stay resilient.
• Legacy of Quality and Craftsmanship: Audemars Piguet’s commitment to creating high-quality timepieces ensures that each watch will stand the test of time. This reputation for excellence strengthens the brand’s value and appeal to future generations.
• Global Recognition and Prestige: AP’s status as a top luxury brand ensures that its watches are recognized and valued worldwide, making it easier for investors to find buyers and realize potential profits.

6. Conclusion

Investing in Audemars Piguet watches is about more than just financial returns—it’s an appreciation for fine craftsmanship, heritage, and design. The brand’s limited production, iconic designs, and high demand among collectors make it a prime choice for those looking to invest in luxury timepieces. By choosing sought-after models and keeping an eye on market trends, investors can enjoy both the pleasure of owning a beautiful timepiece and the potential for significant long-term appreciation.

For collectors and investors alike, AP watches represent a unique blend of luxury, history, and investment value. With its iconic Royal Oak and other meticulously crafted models, Audemars Piguet continues to offer unparalleled quality and style, making it an enduring choice in the world of luxury watch investments.