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This article combines current news with luxury watches. The images and content of this article are created based on AI.
Do you know Audemars Piguet, one of the brands known as "the world's three greatest watches" in the world of luxury watches? Even if you don't know the name, you may have seen the unique design of the octagonal bezel with screws on the streets or in the media. This is Audemars Piguet's masterpiece, the "Royal Oak." In this article, we will introduce the 10 recommended Audemars Piguet models selected by AI , while also discussing the appeal and latest trends of Audemars Piguet.
Audemars Piguet, a Swiss luxury watch manufacturer, is a long-established company founded in 1875, and is one of the few independent manufacturers still run by the founding family. In addition to craftsmanship backed by history and tradition, the company has always captivated fans with original designs and technology that are one step ahead of the times. In particular, the Royal Oak, released in 1972, shook the watch world with its innovative stainless steel sports watch, and remains an iconic symbol of the brand today, receiving overwhelming support.
Audemars Piguet is one of the world's three biggest luxury watch makers (the others being Patek Philippe and Vacheron Constantin), and yet it has an excellent balance between tradition and innovation. In recent years, the list price has been increased several times due to global inflation, but demand has not declined, and it remains difficult to obtain at authorized stores, and high prices are actively traded on the second-hand market. What is the appeal of Audemars Piguet that attracts so many people?
In this article, we will first unravel the modern design strategy that attracts young people, then unravel the secret story behind the birth of Audemars Piguet's iconic Royal Oak. We will then consider the investment value and wearability of 10 sports models, size trends including a "return to classics," and finally Audemars Piguet's future prospects and the evolution of luxury. So, whether you're a watch novice or a collector, please stay with us until the end.
Contemporary design that attracts a younger audience
In recent years, Audemars Piguet has been attracting attention from the younger generation due to the company's modern design strategy.
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One example is collaborations with pop culture. In 2021, the brand announced the Royal Oak Concept "Black Panther" Flying Tourbillon in partnership with Marvel, which attracted attention for its unique design that goes beyond the boundaries of traditional luxury watches. This was followed in 2023 by a model themed around Spider-Man, and the bold attempt to feature heroes on the dial has attracted a lot of attention from younger generations and comic and movie fans.
Also, don't miss the approach to music and street culture. The Royal Oak Offshore will be released in 2022 with a "Music Edition" featuring a graphical equalizer pattern on the dial, and the colorful and playful design has been popular with young people. Behind these casual and edgy designs, Audemars Piguet's skill is that they always maintain the dignity of a luxury watch.
Not only in terms of design, but also in their marketing strategies, they are conscious of the younger generation. They actively use social media such as Instagram to announce new products and share the brand's worldview through stylish videos, and they also focus on building communities at their salons, "AP House," which they have set up in various countries. Their efforts to provide a place of relaxation through coveted watches and deepen ties with the new generation of wealthy people match the modern luxury trend that values experiences over "things."
Furthermore, innovations in materials and technology are also key points that appeal to young sensibilities. Audemars Piguet has been the first to use cutting-edge materials such as carbon and ceramic in its watches. In recent years, the dial colors have also been updated to trendy variations such as green and light blue. The new theme for 2024 is "Shaping Materials," and the brand is challenging itself to "make fun watches" by combining vivid jewels and unconventional textures. These bold challenges are the reason why Audemars Piguet has captured the hearts of not only traditional fans who respect tradition, but also new generations.
The story behind the birth of Audemars Piguet's iconic Royal Oak
The Royal Oak is synonymous with luxury sports watches, but there is a little-known story behind its creation.
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In 1971, just before the opening of the watch fair, the management of Audemars Piguet at that time hastily planned an "innovative stainless steel sports watch." The person chosen to do it was the genius designer Gerald Genta. Genta responded to the unreasonable request to "come up with a design in one night," and he drew up a sketch in just one night. The design that was born was a bold one, with an octagonal case rather than a traditional round case, exposed screws, and a fine lattice decoration (tapestry pattern) on the dial. It is said that this was inspired by the screws on a diving helmet that he had seen as a child.
Thus, the Royal Oak Ref. 5402ST, which was announced at the Basel Fair in 1972, initially shocked the watch industry. Made of stainless steel, it was priced higher than solid gold watches at the time, had a large 39mm case, and had a casual design - it overturned the conventional wisdom of luxury watches. The name "Royal Oak" comes from an anecdote about a British naval battleship and King Charles II. The name was chosen because the design of the octagonal bezel is reminiscent of a battleship's porthole (a.k.a. a round window).
When the Royal Oak was first released, it was met with mixed reviews due to its novelty and high price, and it is said that sales in the first year were only a few hundred. However, its innovative nature gradually gained recognition, and it gained support as a new-age luxury watch that combined elegance and sportiness. Other companies followed suit, and this led to the creation of a succession of luxury sports watches, such as Patek Philippe's Nautilus (1976). Since the success of the Royal Oak, Audemars Piguet has established a global reputation and status, and it has now grown into a flagship model that accounts for the majority of the company's sales.
Since then, the Royal Oak has continued to evolve, developing a wide variety of variations such as thinner models, the introduction of new materials, and the installation of complex mechanisms. In 2022, it will celebrate its 50th anniversary, and a limited edition model with a commemorative special rotor will be released, providing a lot of buzz at each milestone. The Royal Oak, which is always ahead of the times while still preserving the essence of its original design, is an indispensable symbol when talking about Audemars Piguet.
Investment value and wearability of the top 10 sports models
Audemars Piguet's sports models, especially the Royal Oak, are highly regarded as "assets that can be enjoyed while wearing them." Here, we will look at the investment value and wearability of 10 models carefully selected by AI.
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First, let's look at why Audemars Piguet watches are said to have high asset value. The biggest factor is the low production volume and high demand. With an annual production of around 50,000 units, supply is limited despite demand from wealthy people around the world, making them extremely difficult to obtain at authorized stores. They are always in short supply on the second-hand market, and some models are traded at premium prices several times the list price. The sports model "Royal Oak" is particularly popular and maintains a stable high resale value.
However, it would be a waste to just display an expensive watch as part of a collection. Another appeal of Audemars Piguet's sports models is that they are comfortable to wear and can actually be enjoyed on a daily basis. They are loved as "luxury watches for everyday use" thanks to their highly practical materials such as stainless steel and titanium, their waterproof performance sufficient for daily use, and above all, their design that combines a sophisticated sense of luxury with robustness. Their design is easy to match with both suits and casual wear, so you will not only enjoy the satisfaction of owning them as an investment, but also the joy of wearing them every day.
Now, let's take a look at the top 10 models.
①Royal Oak A Series Ref.5402ST
Model Overview
The first Royal Oak Ref. 5402ST, born in 1972, was an innovative piece that revolutionized the concept of luxury watches with its 39mm diameter x 7mm thick ultra-thin stainless steel case, octagonal bezel, hexagonal screws, and integrated bracelet. With its petite tapestry dial, high robustness, and ultra-thin Cal. 2121 movement, it has made its mark in watch history as the originator of "luxury stainless steel sports" that gave stainless steel high-end value. Although it was considered unorthodox at the time of its release, its industrial aesthetics and light wearing comfort had an immeasurable impact on subsequent brands.
Market price
In recent years, the number of watches in circulation has drastically decreased, and at auctions in Japan and overseas, a complete set of unpolished early A models has sold for over 100 million yen. In Japan, later models are expected to sell for 8 to 12 million yen, while early models and models with all accessories are expected to sell for over 15 million yen. The clearer the original dial and back cover engraving, the greater the premium, and the rarity of these watches is increasing year by year.
Recommended points
It is the symbol of the title of "One of the Three Greatest Watches in the World" and the ultimate collector's piece that combines design, story, and rarity. The thin case fits on the wrist of the wrist just as well as the current model, and is versatile enough to look good in business situations. As the vintage market is becoming scarce, it is also a solid long-term asset, and just owning it gives you a special experience of touching the origins of the Royal Oak.
②Royal Oak “Jumbo” Extra-Thin Ref.16202ST.OO.1240ST.01
Model Overview
The latest "Jumbo" has been revamped to mark the 50th anniversary of the Royal Oak's birth in 2022. The 39mm x 8.1mm thin case is equipped with the newly developed in-house movement Cal. 7121, which provides a power reserve of 55 hours and a quick-change function. The traditional "Night Blue, Cloud 50" dial features the AP logo at the 6 o'clock position, and the 22K rotor with the 50th anniversary engraving can be seen from the back cover. This is a complete Royal Oak that follows the original DNA in every detail while updating antimagnetic and precision to modern standards.
Market price
The final official retail price was about 4.35 million yen, but it was almost impossible to get one in a boutique. Immediately after deliveries began, the price soared to over 15 million yen, and it is still fluctuating between 10 and 12 million yen today. Those equipped with the 50th anniversary rotor have a high premium, and depending on the condition, there are cases where they are sold for around 13 million yen. With the end of production of the previous generation Ref. 15202ST, demand is concentrated and there is a chronic shortage of supply.
Recommended points
The "Jumbo" Extra-Thin has a new movement without compromising the aesthetics of the original. With a moderate size of 39mm and a thickness of around 8mm, it is extremely comfortable to wear. As a model that symbolizes the brand, it has a high status and is also excellent for preserving assets. It is a practical watch that can be used for a long time, but it is also a versatile player that can shine as the main piece of a collection.
③Royal Oak Automatic 41mm Ref.15500ST.OO.1220ST.01
Model Overview
The standard model of the Royal Oak released in 2019. Equipped with the in-house movement Cal. 4302 in a modern case with a diameter of 41 mm and a thickness of 10.4 mm, it achieves a long power reserve of approximately 70 hours and a high beat of 28,800 vibrations per hour. The Grand Tapisserie dial, which does not include a second scale, improves visibility and the case back is see-through. The well-balanced size makes it suitable for a wide range of occasions, from business to casual.
Market price
The final domestic list price was about 3.3 million yen. The supply from authorized stores is limited, and the difference in dial color is clear for used products. The blue dial is about 7 million yen, and the gray and black dials are about 6 million yen. Although it has calmed down slightly from the peak in 2022, it remains strong, remaining about twice the list price.
Recommended points
It combines the Royal Oak feel of Genta DNA with the visibility and presence of a 41mm watch. Equipped with the latest movement, it has improved accuracy, durability, and maintainability, making it a versatile watch that can be used both on and off the job. It is also more affordable than other models, making it one of the best choices for your first Royal Oak.
④Royal Oak Chronograph 41mm Ref.26240ST.OO.1320ST.01
Model Overview
The latest chronograph model with a renewed movement to celebrate the 50th anniversary of the Royal Oak. The 41mm case is equipped with Cal. 4401 with flyback function, and the vertical clutch and column wheel provide smooth operation. The blue dial is sporty and elegant with subdials of the same color, and the commemorative rotor can be seen from the sapphire case back.
Market price
The original retail price was about 4.4 million yen. Not many are on the market, and since it is equipped with a 50th anniversary rotor, it is traded for 8 to 9 million yen. The blue dial is particularly popular. While the Ref. 26331ST, which uses the old movement Cal. 2385, is in the 6 million yen range, this model is equipped with the latest movement and commands a premium.
Recommended points
A high-level fusion of the functional beauty of a sports chronograph and the elegance of a Royal Oak. The in-house flyback movement ensures peace of mind with future maintenance. At 41mm, it is comfortable to wear, and the dial layout with excellent visibility is perfect for everyday use. It can also be expected to be a stable asset.
⑤Royal Oak Double Balance Wheel Openwork Ref.15407ST.OO.1220ST.01
Model Overview
Released in 2016, this model features an artistic skeleton dial. The 41mm stainless steel case is equipped with the coaxial double balance Cal.3132, which improves accuracy and stability by reducing posture differences. The fully skeletonized structure on both sides highlights the gray base plate and gold-colored double balance. To ensure visibility, the hands and indexes are coated with black PVD, achieving a balance between design and practicality.
Market price
The list price is about 11 million yen. As annual production is very small, the used market price is stable at about 20 million yen. The black ceramic Ref. 15416CE has been sold for over 35 million yen. While the supply is limited, there is high demand worldwide as a mechanical work of art, and prices are expected to rise in the long term.
Recommended points
A one-of-a-kind watch that allows you to see the three-dimensional skeleton and the movement of the double balance. Despite being 41mm, it has a strong aura and boasts an outstanding presence as a collector's piece. Due to its rarity, the resale risk is low, fulfilling the desire to own it and preserving your assets at the same time.
⑥Royal Oak Perpetual Calendar Ref.26574ST.OO.1220ST.01
Model Overview
Introduced in 2015. Equipped with Cal.5134 in a slim 41mm x 9.5mm case, this is a full-featured perpetual calendar with date, day of the week, month, leap year display, week number display, and moon phase. The harmonious Grand Tapisserie dial and see-through back symbolize the fusion of sports and complex mechanisms.
Market price
The list price is about 8.1 million yen. For pre-owned models, the blue dial is priced at 15 to 17 million yen, and the silver is slightly lower. The black ceramic Ref. 26579CE is priced at over 30 million yen. Prices have remained steady in recent years due to the demand for complicated watches and supply restrictions, and the risk of price collapse seems low.
Recommended points
A rare model with a sporty exterior and a full-fledged perpetual calendar. The slim design means you can wear it on any wrist, and you can enjoy the complex mechanism in your daily life. With limited production and high asset value, this is a practical complication that is suitable for long-term ownership.
⑦Royal Oak Offshore "Beast" Ref.25721ST.OO.1000ST.01
Model Overview
The first Offshore debuted in 1993. Its unusually large size of 42mm x 15mm earned it the nickname "Beast." The blue mega tapestry dial and rubber pushers emphasize its ruggedness. The movement is Cal. 2126/2840 ( Jaeger-LeCoultre Cal. 889 + chronograph module), which is highly reliable.
Market price
On the second-hand market, it sells for 3.5 million to 5 million yen. Unpolished, mint condition watches complete with box and warranty have sold for over 5 million yen. With the release of the 25th anniversary reissue model Ref. 26237ST.OO.1000ST.01 , it was brought back into the spotlight, and prices have been gradually rising over the past few years. Early models command a large premium.
Recommended points
The origin of offshore watches and a symbol of large sports watches. With its impressive looks and historical significance, it will make you a talking point just by owning it. It is still reasonably priced compared to how difficult it is to obtain, making it the perfect introduction to Audemars Piguet.
8. Royal Oak Offshore Diver Ref.15710ST.OO.A002CA.01
Model Overview
A full-fledged diver with a 42mm stainless steel case and 300m water resistance. The inner bezel that can be operated with the crown at the 10 o'clock position, the black mega tapisserie dial, and the black rubber strap emphasize the sportiness. Equipped with Cal.3120, it boasts a power reserve of approximately 60 hours.
Market price
The list price is about 3 million yen. Used black dial models are priced between 2.5 million and 3 million yen. The same model in green and yellow colors is less common and costs over 3.3 million yen. The premium is relatively low and price fluctuations are moderate.
Recommended points
It has high waterproof performance and visibility, while maintaining the luxury of the Royal Oak. It looks great at summer resorts and sports scenes, and its rubber specifications make it sweat-resistant. Its affordable price range makes it an attractive entry-level sports model.
⑨Royal Oak Concept Lap Timer Ref.26221FT.OO.D002CA.01
Model Overview
This 221-piece limited edition model was created in 2015 as the brainchild of F1 hero Michael Schumacher. It features a 44mm forged carbon case and black ceramic bezel, as well as Cal. 2923, which allows continuous lap measurement with a split-second chronograph. The futuristic design and pusher give off a motorsport vibe.
Market price
Used cars are extremely rare, and depending on the condition, they fetch between 20 and 25 million yen. Serial numbers related to Schumacher and unused cars are even more expensive, with some examples fetching nearly 30 million yen at auction.
Recommended points
The world's first mechanism and ultra-limited production make this watch extremely rare. Made of forged carbon, it is lightweight, durable, and comfortable to wear for long periods of time. As an icon that embodies the fusion of watchmaking technology and F1, it is a dream watch that any collector would want to own at least once.
10. Royal Oak Offshore "End of Days" Ref. 25770SN.OO.A001KE.01
Model Overview
This watch was produced in a limited edition of 500 pieces in collaboration with the 1999 movie "End of Days." The 42mm black PVD steel case, yellow luminous Arabic indexes, and Kevlar Velcro strap are reminiscent of military gear. Schwarzenegger wore it in the movie, which caused quite a stir.
Market price
In the second-hand market, it fluctuates between 4 and 5 million yen. Some watches with box and limited edition certificate have sold for over 6 million yen. With the reissue of the black ceramic Ref. 6420CE.OO.A005VE.01 in 2023, the rarity of the original has been brought back into the spotlight, and the market price is strong.
Recommended points
A pioneering collaboration between AP and Hollywood. The unique color scheme of black PVD and yellow is still fresh today, and goes perfectly with street fashion. The rarity and story of this limited edition of 500 pieces makes it perfect for collectors who want something different.
"Classical Reversion" and Size Trends
The next thing to look at is the size trend of wristwatches. In recent years, there has been a trend called "return to the classics," and even in the world of luxury watches, we can sense a resurgence in the trend toward smaller diameters.
*Image is for illustrative purposes only.
In the vintage era, men's watches were generally around 30 to 36 mm in diameter. Therefore, in 1972, the 39 mm diameter "Royal Oak" was considered "huge", but since then, watches as a whole have continued to get larger. Since the 1990s, over 40 mm has become the norm, and in the 2000s, the "big and thick" boom was in full swing, with 42 to 44 mm models like the " Royal Oak Offshore " and 47 mm models from other companies appearing.
However, the wind has been changing in recent years. As vintage watches become more popular among watch enthusiasts, more and more people are choosing smaller sizes for comfort and elegance. Audemars Piguet has responded to this trend by expanding its range of small-diameter models. In 2020, a 34mm model was added to the Royal Oak Automatic, and men are now choosing sizes that were previously considered for women. In addition, the Royal Oak Offshore, which was previously mainstream at 44mm, has been downsized to 43mm in the latest generation, and the design has also been designed with wearability in mind.
What's even more noteworthy is that technological advances are making advanced mechanisms possible even in small watches. In 2022, the 37mm model of the Royal Oak "Jumbo" Extra-Thin was equipped with a tourbillon, and complex mechanisms that were once only possible in large cases can now be enjoyed in small diameter models. Across the industry, for example, other brands have announced new 36-38mm sports models one after another from 2023 to 2024, and "downsizing case sizes" was also a topic in the Watches & Wonders 2025 trend report.
The reason behind this reevaluation of "classical" sizes is the change in the values of watches themselves. People are reconsidering sizes that are not just big and flashy, but also fit comfortably on the wrist and do not tire the wearer even when worn for long periods of time. Small diameter models are easy to maintain dignity in business situations, and also have a unisex appeal that makes them suitable for sharing with women. The sophisticated design that Audemars Piguet has cultivated is not lost even in small sizes, and it still shines on the wrist. This size trend is expected to continue in the future, and manufacturers will expand the options for users by offering a wider variety of sizes.
Audemars Piguet's vision for the future and the evolution of luxury
Finally, let's think about the future of Audemars Piguet. Under the leadership of new CEO Ilaria Resta, the company has made it clear that it is respecting its traditions while also making bold changes.
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Audemars Piguet, which will celebrate its 150th anniversary in 2025, is accelerating its efforts with an eye on the next 100 years. One of these is further innovation in products. As symbolized by the theme of "Shaping Materials" announced for 2024, the company is actively pursuing new materials and developing unexpected designs. For example, the latest new product is a ceramic "Royal Oak" in the traditional deep blue color "Night Blue, Cloud 50," which has attracted attention for its fusion of classic elements and futuristic technology.
At the same time, the brand's role as a luxury brand is also evolving. Rather than simply making rare watches, the brand is also focusing on expanding its network of directly managed boutiques and digital strategies as a measure to properly convey that rarity. Audemars Piguet has already scaled back sales at authorized dealers and is building direct relationships with customers at its own boutiques and membership salons. This allows the brand's worldview and values to be shared more deeply, and it is approaching the wealthy in an era in which "consumption of things" is shifting to "consumption of experiences." In addition, the brand continues to disseminate culture through its support of art and music, and is notable for providing a brand experience that goes beyond the scope of a simple watch manufacturer.
Consideration of the environment and society will also be an important theme in the future. Audemars Piguet has the Audemars Piguet Foundation, which works to protect the natural environment in Le Brassus, where the company was founded, and has been carrying out CSR activities such as reforestation for many years. As luxury brands are expected to take on increasing social responsibility, this attitude will likely have a strong appeal to the next generation of customers. It is expected that the company will also actively tackle issues facing the entire watch industry, such as sourcing materials with sustainability in mind and making manufacturing processes more transparent.
What remains unchanged in this outlook is Audemars Piguet's spirit of "combining tradition and cutting -edge contradictions." The company is unique in its pursuit of the ultimate in super-complex mechanisms and artistic decoration while incorporating them into practical sports watches. While flexibly responding to market trends and trends, its passion for uncompromising craftsmanship will remain unchanged. Audemars Piguet will surely continue to surprise and delight us in the future. It will continue to be a brand to keep an eye on in terms of new product announcements and management policies.
summary
Audemars Piguet is a rare brand that combines traditional quality with an innovative design spirit. From its modern approach that attracts young people to the timeless masterpiece of the Royal Oak, its model lineup that combines asset value and practicality, and even its changing size trends that lead the industry as a whole, and its vision for the future, Audemars Piguet is always at the center of attention. Even those who are new to luxury watches will find it very appealing, and even experienced collectors will find many points that will make them fall in love with the brand all over again.
As the definition of luxury changes with the times, Audemars Piguet has kept up with it and stayed one step ahead of it. This attitude is the reason why the brand has been loved for nearly 150 years, and it will continue to be a strength of the brand in the future. Take this opportunity to experience the depth and charm of the Audemars Piguet brand. The art and passion condensed into the small world of a wristwatch will surely resonate with you.
