AP just increased their prices

[Akacoke]

There was a thread here about AP price reduction recently. I guess AP probably saw it and said ok. Here is the price increase for people in that thread weren't anticipating.

[Gandor]

Got to subvert expectations, keep them on their feet.

[mrhanx]

~3% increase here in Singapore. Personally think it's reasonable compared to the increase from Patek ~8% and Rolex 4-6% earlier this year.

[matthew P]

How much did the 15550 increase in USA?


..Explorer & Spring Diver - I’m just here for the photos..

[jokerjacket]

Originally Posted by matthew P

How much did the 15550 increase in USA?


..Explorer & Spring Diver - I’m just here for the photos..

Think it went up ~1k. Was 26.5k last year I believe.

[rappvctrinity]

In line with expectations. I still will buy. For AP I won’t go grey.

[value.target]

Originally Posted by jokerjacket

Think it went up ~1k. Was 26.5k last year I believe.

I second this. about $1K for 15510 and 15550

[value.target]

I look forward to the day when the 41 mm RO is priced at $40,000 :)

yet, people still get it as it is a Royal Oak

[matthew P]

Thx Joker and Target


..Explorer & Spring Diver - I’m just here for the photos..

[Gandor]

pm jumbo at 80k+tax seems wild.

[VogelPhoenix]

Originally Posted by Gandor

pm jumbo at 80k+tax seems wild.

Yeah, by the time my turn comes for a 16202BA it may be $100k

[Halothane]

They need to just increase the RO prices and lower the Code/ROO prices imo. I mean it's pretty bad when Codes are already at 50% on the aftermarket and they are raising prices??

[messikens]

Originally Posted by Halothane

They need to just increase the RO prices and lower the Code/ROO prices imo. I mean it's pretty bad when Codes are already at 50% on the aftermarket and they are raising prices??

Totally agree... I dont see how this is currently sustainable for the market going forward.

Don't get me wrong, but a 15120OR is a very nice watch in my opinion (I am not a TOTAL code hater)... the issue I have though is they are trying to push a basic 3-hander PM for ~$35k + tax (!!!) with a crappy non-exchangeable strap. Compare this to a full bracelet 15510 at $27k and you're wondering why you'd ever want a Code...

[apandy305]

Originally Posted by Halothane

They need to just increase the RO prices and lower the Code/ROO prices imo. I mean it's pretty bad when Codes are already at 50% on the aftermarket and they are raising prices??

Just remember, raising prices doesn't always have to do with retail customers. It helps the brands in the close out business. This has nothing to do with the Swiss Franc. The brand realizes that they are starting to back up on massive amounts of Code stock, discontinued refs btw, and raising the retail even 3% helps them to close out massive amounts of inventory direct from the back door of the factory to huge grey market brokers. Even at 25 cents on the retail dollar the brands makes $.

[supernova]

Agree with the above, how a ROO on rubber is15% more expensive than equivalent RO chrono on bracelet is wild. ROO pricing has gone mad considering the demand. I do like them and hope to get one in future but it’s making getting at retail from my boutique a huge turn off rather than the secondary market.


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[VogelPhoenix]

Originally Posted by messikens

Totally agree... I dont see how this is currently sustainable for the market going forward.

Don't get me wrong, but a 15120OR is a very nice watch in my opinion (I am not a TOTAL code hater)... the issue I have though is they are trying to push a basic 3-hander PM for ~$35k + tax (!!!) with a crappy non-exchangeable strap. Compare this to a full bracelet 15510 at $27k and you're wondering why you'd ever want a Code...

Not sure why you pick the 15210OR to compare to the 15510ST. The 15210ST is $2.5k cheaper than the 15510ST, after the latest round of price hikes.

The PM Code is $3-5k less than the most basic PP calatravas or a PM Overseas or Americaine on a strap, and $10k less than a PM Aquanaut on a strap. Whether any of these prices make sense is one thing, but it's hard to argue that within the AP/PP/VC trinity the Code is not priced in line with the rest of them.

[Patekfinder]

$28,600 for a steel three hand RO? Outrageous. I bought mine 1550 blue dial from the boutique for $19k just 3 or so years ago. Another $9k for literally, nothing. The hubris with AP is unacceptable, especially when these watches haven’t changed at all.


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[ikincooper]

I just noticed a small UK price reduction. Seems the AP Diver has dropped from £27k to £26.4k.

I imagine other pieces have likely reduced marginally too.

Not sure if other had noticed this, hence sharing.


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[VogelPhoenix]

Originally Posted by ikincooper

I just noticed a small UK price reduction. Seems the AP Diver has dropped from £27k to £26.4k.

I imagine other pieces have likely reduced marginally too.

Not sure if other had noticed this, hence sharing.

UKP is up 6% vs CHF this year, maybe that's why they decided to throw our friends in the UK a bone.

[Aqua75]

Originally Posted by ikincooper

I just noticed a small UK price reduction. Seems the AP Diver has dropped from £27k to £26.4k.

I imagine other pieces have likely reduced marginally too.

Not sure if other had noticed this, hence sharing.


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Yes you’re right. Thanks for sharing this. Not sure if anything else has been reduced though (I had a quick look and it’s the only one I could see).

[Aqua75]

Originally Posted by Patekfinder

$28,600 for a steel three hand RO? Outrageous. I bought mine 1550 blue dial from the boutique for $19k just 3 or so years ago. Another $9k for literally, nothing. The hubris with AP is unacceptable, especially when these watches haven’t changed at all.


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Couldn’t agree more. I think they’re in danger of shooting themselves in the foot. Here it’s £24800 for the Royal Oak which is around 31000 US dollars I believe. I get that they’re trying to close the gap between retail and grey but it’s getting silly. Having said that the 5711 steel was around 27£ when discontinued if I remember correctly, and the VC overseas is currently £24100.

[Aqua75]

Also (seeing as I’m grumbling and drinking wine), the new blue offshore is only £1000 less than the Royal Oak yet shares the same movement (4302). But if you want a bracelet instead of rubber it’s £6000 extra. So what justifies the price tag? For comparison, the steel Aquanaut 5167 was around £5000 less than the Nautilus 5711 and the only real difference was the rubber strap.

[GW44]

Originally Posted by ikincooper

I just noticed a small UK price reduction. Seems the AP Diver has dropped from £27k to £26.4k.

I imagine other pieces have likely reduced marginally too.

Not sure if other had noticed this, hence sharing.


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Not the first time AP UK have reduced prices slightly due to FX changes Niki

Hope you are well buddy

[supernova]

Originally Posted by GW44

Not the first time AP UK have reduced prices slightly due to FX changes Niki

Hope you are well buddy

Not sure if it's FX related since all the RO and ROC are still the same price?

[GW44]

Originally Posted by supernova

Not sure if it's FX related since all the RO and ROC are still the same price?

So what has changed/gone down then please?

The 2 prior times in the last 2/3 years it was FX related though....

[supernova]

I’m not sure but I just checked the 15510st and 26240st and they are same price (only ones I remember previous price).

Someone above mentioned slight reduction in the diver which is a less desirable piece so it makes me think it might be demand related too.


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