Audemars Piguet Is Ruining Their Name.

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Audemars Piguet is one of the most renowned brands in the world, they got there with the help of their gorgeous (and sometimes, revolutionary) designs, their technical expertise, and their use of restraint when needed. Of course, they are adapting to modern times, like any good brand should, BUT...what happens when they go to far? Is THIS too far? Or are we just getting started?
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NOTE: there are NO giveaways in the comments section of this video

[@BobbyDazzler888]

VC has more class. Lange has more class.

[@neilmartin7776]

VC oozes class, mainly because they've never become the "must have" brand AP, PP or Rolex have. They've kept their identity and aura of mystique.

[@tv19463]

I find lange and vc (outside of the 1921) to be deeply tired and uninspired but that’s just me

[@alexxo7546]

@@tv19463 VC especially, uninspiring especially at the astronomical price point. Heritage alone isn’t enough for me

[@Sovnarkom]

There’s a lot of class in being an independent family owned business. VC and Lange are both owned by Richemont … a holding company that sells everything from pens to socks.

[@pilotstyle123]

I really think Christian is on the money with this one. AP have discovered a very profitable short term strategy by catering to this kind of watchbuyer but the long term consequences are yet to be seen.

[@cezar684]

Is called the Richard Mille tactic. Sell, or place your product on a celebrity and call it a limited edition.

[@ryana9783]

Great take guys. And showing the real artistic and unique offerings from other brands sheds more light on just how man-child these superhero watches are.

[@AcmeRocket]

Not to worry, they brought in a former SVP of hair care products to sortt things out. Her Shampoo background will prove invaluable.

[@TheChocoboWhisperer]

'B-but Disney and capesh*t are a huge market!' I look forward to the McDonald's x Audemars Piguet McRoyal Oak.

[@abl7632]

dont give them ideas...

[@Sur-Ron]

I used to work at a jewellers in London that used to be an authorised AP dealer (before they went boutique only) every single AP we sold came back multiple times because they didn't keep time! They are a brand that is all about style over substance! They were also an authorised Hublot dealer... None of there watches came back!

[@XHobbiesPrime]

Wow, that is sad to hear. Hublot made better watches than AP.

[@kdks7843]

@@XHobbiesPrime A jeweller told me that he had the least trouble with watches from A. Lange. This is followed by Patek.

[@watcheswithabdullah]

Literally made a rant video about AP just a few days ago. Couldn't agree more with you guys! I hope they get back to making 'truly' innovative watches that they're known for. Not these marketing stunts that make them look desperate above all else!

[@napaswar]

They did with RD#4, lot of complications with wearable size. Can we say it's innovation?

[@Ninja_Bryden]

I'm personally of the opinion that watches similar to this should not be relegated only to cheap brands. So long as the designs are well thought out and the craftmanship is still there, I honestly don't care. It's okay to have fun with a design every now and then.

[@twal89]

So good. Christian demonstrating an exceptional understanding of brand value, strategy and foresight. Don’t usually come here for this but your best take yet.

[@TheoandHarris]

Thank you my friend

[@staceygram5555]

Christian: says literally anything Michael: "waaaauw, interesting, fascinating, I see what you're saying, waaauw"

[@SuperYova]

If the Black Panther and Spider-Man designs were, say, handcrafted cloisonné -- I think it's fine for a brand such as AP to branch out. As long as the artistry is genuine, go for it. If laser engraved, eh.

[@TourbYourEnthusiasm]

Your French pronunciation was flawless! Kudos ... Going back to the heart of the matter, I think it's time we started lobbying for AP's Holy Trinity exit, a "trexit" of sorts. VC and PP are much ... MUCH ... higher in terms of horology. Make way for Lange!

[@cheapaudioman]

I had a 10 hour drive yesterday and spent nearly the entire time listening to your videos. Sublime channel. Your sponsored integrations are so authentic and I'm totally ripping off your vibe for mine. I think of Invicta when I see this watch. I could never afford one so I guess it doesn't matter.

[@WineWatcher]

Love y’all, Can’t wait till I someday can meet y’all

[@chrishoeflinger5581]

Incredibly good points about which brand will be ones 'home'. Excellent perspective.

[@seattlegrrlie]

The hand build Cartier are amazing. Woodworking, hand painting, beautiful pieces of artwork. And then AP made ... that

[@Ilikeavocados822]

spot on! The only APs worth paying attention to are the vintage ones IMO. VC > AP

[@Marc-ty5sz]

Why when Rolex make fun pieces people went crazy and people hate on AP when they do the same? AP still got the great in-house movements, insane finish, why all the hate.

[@dr.kevinmoore8889]

Because rich black athletes and entertainers are likely to buy these watches and the people that comment on watches as well as those in the past who might buy watches from AP are racist?

[@napaswar]

As long as AP is creating highly technical watches like RD and Openworked, the creativity and entertainment from haute horlogerie to the niche market is acceptable according to the era. Like it or not, some young watch buyers say 2499, 5970 or VC are boring which they are not wrong to spend their bucks on s'thing fun,

[@josh.472]

Finally a commenter with common sense.

[@napaswar]

@@josh.472 ppl seems to have a very big issue with 251 from 50,000 pieces a year. cummon guys.

[@BWen3]

Not a huge AP fan. But How can 2 concept watches kill their name? Marvel/Disney is one of the biggest brands in the world. Why wouldn’t they want to work with them? I don’t think these 2 watches are gonna make people stop praying for a royal Oak. Lol

[@jonathanbonilla7683]

I see your point, but I can see really snobby people equating this to a " lowering of the brand". This company literally only deals with watch flippers and the elites. So an elite who believes that the RO on his wrest is related to some gag item might think twice. I personally don't think that will happen at all. They will keep pumping them out and there will probably be someone willing to buy it. But them branching out opens them up to such silly snobby criticism. They're are brands who never do this. But imo the only reason ap is as hype as it is has to do with the letters AP being so easy to fit into rap lyrics. Patek, GS, and Lange A Sohne, VC imo make better watches.

[@roycedot]

Disney isn’t one of the “biggest brands in the world.” Their market cap is $162b. Apple’s is $3 trillion. Walmart’s market cap is $430b. So should AP make a Walmart watch?

[@BWen3]

@@roycedot ever heard of brand image ? Market cap is not the only metric to determine how big a brand is. Nor is it the only way to determine if a brand is a good partner. It’s undeniable that Disney and Marvel are extremely popular brands. AP is not the first and certainly won’t be the last to work with Disney. And no, I doubt AP would align itself with a brand like Walmart. Lol I’m sure you can answer that ridiculous question yourself.

[@roycedot]

@@BWen3 yes brand image, which you didn’t mention and only mentioned “biggest brands”. Trying to back-pedal now and edit your reply to make some type of sense…

[@BWen3]

@@roycedot sure. You assumed by biggest brand I meant only market cap. Sorry for your have poor critical thinking skills. Edit: also, my conclusion was Disney partnership won’t stop people from trying to buy a Royal oak. Do you have a rebuttal for that? AP knows what they are doing. The elitist that hate this don’t make up enough of their customer base for them to care.

[@AM-hk3uw]

Guys, great conversation and you are exactly right 100%. I am a VC client (I own a few) - and this stuff matters. VC try to make every watch a thing a beauty for the ages. I do not want to be with a watch coy going down this line, I would take my $ elsewhere. What the brand/coy stands for is important to me. I don't like the flex culture etc etc. And your comments about Mr Genta - spot on.

[@jeffdj1975]

So when Rolex gets weird by printing colourful dots that should be weak right?

[@AbdallahMassoud1]

I think its unreasonable to classify and generalize a brand by one or two releases. AP is still AP. If this is an angle they wish to take on for their concept line, which targets a “less serious” approach to horology. So be it. Though, more thought into the design and mechanics could have definitely been made. Cant wait for the Hulk.

[@alanwong5688]

Fantastic video, and totally nailed it! It's everything I wanted to rant about plus more

[@talhamughal1739]

Blancpain has metiers d'art watches with enamelling and miniature painting in their villeret cases. Correct me if I'm wrong. Above all, Breguet has the rose engine guilloche techniques on their watches which is a hallmark in high horology.

[@jessedewey2167]

They're giving fossil vibes with the marvel line.

[@luisdelaroca6314]

I think ap is very nervous about post royal oak hype future, and the 11.59 seems like it’s not working.

[@oyster_3694]

This is a move I'd expect from Seiko 5!

[@stuckonthe405]

Genta put Disney characters on his watches. Spiderman would be the least of his concerns. Thing is hideous.

[@TheJohnnyViewer]

Couldn't agree more. Great take guys.

[@Devin_78]

2 things. First, we always talk about these brands taking themselves too seriously, then we bash a one-off. Secondly, the market for comics/cards is huge. These will be worth millions in 10 years. I dont like it, but I also don't care. It won't effect AP's legacy one iota.

[@timetraveler_0]

Well IT'LL affect ap lol. This video is a proof of change in opinion. I was thinking of picking up a royal oak but now I'm not sure about the future of this brand and hence I don't feel safe with my money. I found the music edition cheap too, it was a clear money grab.

[@alexxo7546]

@@timetraveler_0 one less on the waiting list then

[@junkyardog6621]

Handpainted dial - animal series. Birds, fish, reptiles, mammals, eg

[@mikelitoris2516]

In my opinion the Black Panther watch with this purple was fresh, new, crazy, different but the Spiderman looks like a Happy Meal Toy Watch Concept.

[@florianlipp5452]

You are asking what Gerald Genta would think about this watch? I think he would approve of it. He's the guy who made Mickey Mouse watches - how could he not love a Spiderman watch?

[@TheoandHarris]

To make a Mickey Mouse watch isn't a sin, but turn the royal oak into a Mickey Mouse watch (in my opinion) is

[@BobbyDazzler888]

@@TheoandHarris…Ap.

[@geralddorrian100]

Yeah..couldn’t agree more

[@pedroaochoa]

Imagine your great grandchildren inheriting your Spider-Man watch? 😂

[@kdks7843]

🤣🤣🤣

[@brianwca]

Great points. I think a big part of how offensive this is lies in the price. If they did this at $60k it'd be awful, but wouldn't be so obviously a money-grubbing attempt to create a "hype" watch.

[@horologyenthusiast8523]

Nice content!

[@anacquiredtaste3582]

Agree

[@cias8602]

Spiderman brand is not Marvel owned, it’s Sony. Stan Lee sold the rights to Sony, who made a very lucrative franchise and after that the Marvel Universe came to light.

[@funNactive1]

-Move over Invicta, AP is after you again. 😅🤣😂 -Holy Trinity card revoked! -I'll definitely make a judgment of anyone wearing this watch, it isn't good.

[@justinsaunders4068]

Titanium, forged carbon, or any sort of experimental material, the sort of material Patek and Vacheron would shy away from normally is what AP should be gunning for. Not icons of the average 13-year-old.

[@TheRacerRich]

My theory: a few years ago swiss luxury brand Caran d'Ache released marvel themed luxury fountain pens. They were not well received. To help them out, fellow Swiss AP released these because you know what goes great with you Ap marvel?a marvel pen

[@BabakAzarian]

You know I'm not a fan of the AP marvel watches at all but I feel like wearing a watch like that brings up a new level of flex. As watch social media is growing more and more, people with disposable money are moving away from iced out watches. Wearing a watch like this basically could signal that: I have the money to afford this watch as my 10th or 50th watch of my collection; I understand horology well enough to be in the AP's VIP list; and I care so little about what people think of me that I can wear a toy watch like this and still pull it off.

[@suigong3841]

How about the watch makers’ watch maker

[@Surfkid16]

Wake up, AP didn't design this watch for the Ivy League. They designed it for hip-hop artists and basketball players.

[@djadd487]

Theo & Harris keeping it 100%. I mean, what grown man would wear this watch.

[@ryand4533]

I collected comic’s especially marvel my entire childhood. I would have collected watches had I been born in a wealthy family. Marvel doesn’t “look cheap” it is cheap. It’s meant for blue collar/poor children. If I some how make a bunch of money I would buy a Royal Oak. Never in a million years would I buy a Marvel AP it looks like a Hublot! I don’t care what it’s made of or how long it took to make, nor do I care about the complication. It looks like a watch that would be free in my cereal box.

[@zillsburyy1]

its turning into another fashion watch

[@thegraciefighter102]

Great video. Disappointing how many watch influencers who are clearly in AP’s pocket have been raving about this watch

[@jokeassasin7733]

AP made a Hublot style watch.

[@LION_and_the_LAMB]

Looks like Spiderman lost the use of his legs in college... but not his enthusiasm for spandex.

[@aminealadem]

Before calling AP stupid think of this strategic move that created a hype among Genz's. There is a new wealth among those younger generations and none of them are thriving to get any VC's or PP. I think it's a brilliant move !

[@jeanzx6r616]

Dont be sorry, your "métiers d arts" was great! Just say it the way you did with more confidence, you ll sound like real frenchies 🥖 Thanks for sharing guys :)

[@Maino88]

AP has always been one of those brands I've aspired to own. Recently, I feel this less. Mainly due to gimmicky garbage fad shite like this. Thanks for saying it out loud.

[@fakenewsisthenews3542]

Invicta makes a Spiderman watch.

[@TheKillWizard]

If I want a cartoon character on my watch I won’t spend more than $200.

[@nathanmagnuson2589]

Hilarious the price that AP is charging when the spiderman isn't even really handcrafted. Watch has dumpster fire aesthetics too.

[@jamesmullett5404]

You keep comparing them to hublot, but in this case they are more in line with invicta.

[@MACtheVILLAIN]

“We heard you like Marvel in your marvel…”

[@TT-xl2td]

Finally someone not lording these cheesy pieces just coz there’s AP written on it. If it were a timex everyone would be shitting all over it

[@DiegoMartinez-cx4lr]

very Kendall Roy. Very.

[@marcn8750]

First of all, there is no such thing as the “Holy Trinity”. Next, AP pushes the envelope. Royal oak to offshore. Starts starts slow and then gets adopted. The AP problem is their success with basically one model. They know they need to get a new identity beyond the RO. The biggest laugh to me is Rolex. Ask any Rolex fan boy, and the revert to market prices as defense of the watch. They don’t talk about the watch itself … as there is not much to talk about. Best wishes from Singapore

[@dragon14297]

What watch is Christian wearing?

[@almeladze]

Wow! Zeron actually didn't tick me off today 😅 he actually spoke da truth lol😂

[@Skibz93]

I disagree. I respect AP for doing the cola ration. I have no issue with using comic based art in a watch, and encourage AP, and would love if anime and the like could be done on a Patek or VC . I just don’t like the output by AP. Imagine if Patek made an enamel dial with art from Studio Ghibli.

[@kennguyen7326]

They pretty much budlighted themselves

[@jshwck4210]

"I can't have Kermit one day of the month on my date wheel, or a Spiderman watch, i am a serious person. I only wear Rolex because men with more interesting stories to tell carried them during their wars/adventures/exploits." ~somebody insecure

[@philr3381]

These things remind me of something Invicta would do

[@ryanjofre]

I hope and prey that Ralph Lauren gave you that obnoxious lime green Polo for free!!!

[@SpacesuitWill]

We only need one Jacob and co

[@AbeKWest]

A big reason people like AP is because they want to feel like rappers/athletes/movie stars when they aren't. This watch is made for rappers/athletes/movie stars and nobody else. That target will love this watch and then people will continue to want to buy AP because all the celebrities wear it. I think the Black Panther was a better execution of this idea, but this set of Marvel watches is very in line with the *massive* market that Richard Mille is dominating. Whether you personally like it or not, to pretend that 6-figure complicated watches made for rappers aren't working right now is ridiculous. AP and Richard Mille are killing it.

[@michaelh8275]

Unless you’re a MASSIVE marvel fan this watch is only for the dealers and the flippers

[@fakenewsisthenews3542]

Hey, can we request that they make Deadpool?

[@Unknown-fl7dj]

I love AP. I own vitage dress pieces to modern Royal Oaks from the brand. I loved the Royal Oak when hardly anyone else cared. It is safe to say that I am an AP fanboy. However, I hate this gimmicky crap.

[@JoeyJiggles]

AP is not the Holy Trinity anymore. They lost that shit a long time ago. Patek, Vacheron & Rolex. Yes, Rolex.

[@ryanyu102]

Personally I think AP is turning to be a one trick pony compared to the other high horology watches. While I do like the Code 1159, they are mostly selling Royal Oaks and versions of the Royal Oak, nothing more. I think the spiderman watch is just their attempt to pander to a wider mass audience rather than those who are in the niche market of watch enthusiasts. Still It doesn't detract that the spiderman watch looks like it came from invicta rather than AP, at least for me.

[@LuxuryRealEstatePanamaCity]

AP design says more about us as consumers then about them as a watch brand ...

[@timetraveler_0]

So if a house is unlocked you will go rob it and blame the owner for leaving it open?

[@abl7632]

pronounciation was reasonably well

[@francisdelacruz6439]

Hublot is the cheap Richard Mille. Not AP.

[@theguild42]

Come on, why so serious?! The rich people love jokes, fun and smile just like us. I love the Black Panther and I hope I will own it one day. Respect AP for their wiliness to leave the comfort zone (even Rolex and not Tudor released Emoji watch). And you are totally wrong about Hublot ... They don't have 200 years horological history but they added more innovation the recent years than Blancpain, Tudor or Longines

[@jordandavies68]

Incredible 🙌🏻nice to see these major watch brands houses finally having a bit of fun as well as their classy/elegant pieces. Everyone said black panther would be a flop… lol 🤷🏻‍♂️. Wait until they release more characters and everyone goes bat shit crazy to get the full set. We slated AP, Rolex for these little boring nuance changes year on year. AP go completely out the box and Rolex release the OP bubbles and day date emoji and people skate them. The watch world wanted out of the box😂People need to realise watches can be worn for “fun” they are and extension to someone’s personality. Nowadays there’s KZbinrs in their 20’s earning more than major bank CEO’s this will have a market! It’s not everyone’s taste it’s probably not a lot of peoples taste just enjoy it for what it is and MARVEL at the horology….

[@rogerbooth8127]

Well said guys. I have no idea what a supposedly 'luxury' brand would do something as crass as this. It would be fine for a $200 dollar brand like Swatch or G-Shock but not the likes of AP.

[@savagegentleman3775]

This is horrible. One hit wonder brand has no new talent there. Reruns with accessories.

[@TommyRibs]

I don’t know if they are ruining their name. AP is pretty awesome.

[@loweewolwed9834]

Actually they're not. They still have some of the highest factory guarantee service repairs in the industry and its been like this since I trained to be a WOSTEP watchmaker back in 2001-2004.

[@therinsig]

Kick AP out of the holy trinity. Add Lange.

[@alexxo7546]

Won’t happen

[@rolfo8601]

I enjoy the ultra-modern aesthetic that AP has been embracing in recent years, to be honest.

[@kart182]

I think they make that point in the video. AP is different from the other two because modernity is in its DNA. But Spiderman?

[@BobbyDazzler888]

@@kart182fair enough but leave the toys for kids

[@kart182]

@@BobbyDazzler888 that’s what I’m saying

[@SdotThompson]

Black Panther watch Spiderman watch (Miles Morales, who is afro latino. Not insignificant) Girl boss CEOs All at a time where, as you said, AP could basically sell dogshit. Perfect company for the agenda driven take over.

[@iamcassilis4085]

hip hop industry is ruining it

[@josh.472]

Long time AP fan here. This does nothing to ruin their name… you don’t like this? Buy something else. All the idiots (those that can afford it) bashing this watch would take a royal oak tomorrow if offered at list. AP’s catalogue is as massive as it is extensive, you could decide to go back and collect before any point where you thought they took the wrong direction and still put together a fantastic collection of watches. One of the best watch brands in the world with the freedom to do whatever they want.

[@timetraveler_0]

Are you trying to protect your investment? Because this watch looks cheap af. Yeah dumb rapper and rag to riches athletes with low self esteem will throw their money at it because it's AP and it'll get them external validity. What's next? Batman? Kermit the frog?

[@justinklein2982]

That watch is a cheesy ghay marketing ploy for the lowest brow consumer out there; one with far more money than sense or taste. Think; professional athletes, sheiks, nouveau riche “ballers,” or grossly overpaid actors.

[@josh.472]

@@justinklein2982 nice way to bring in $30m+ in revenue.

[@justinklein2982]

@@josh.472 On that front, I can’t argue. They certainly sell what they make, let’s just hope this kind of marketing doesn’t tarnish their brand in the long run. I’m a fan, and would find it sad if that happened.

[@josh.472]

@@justinklein2982 FHB's objective the last few years, when it came to AP's big ticket "hype" watches has been to put them on celebrities, athletes, musicians alike to garner attention for the brand! The core collectors are going to keep collecting the brand and the people who believe the brand has been tarnished aren't really fans anyway so good riddance.

[@thorodinson376]

Can't really compare this to Omega and Bond. That is just a watch he wears, this looks like a toy.

[@brownmcpherson5724]

AP. One trick pony.

[@markoon139]

Youre very shortsighted thinking most people buy watches because of horology. People buy them as extensions of themselves and because it solves an emotional need/desire. Hublot is fantastic at catering to those people

[@TimothyKasch-fm7bn]

AP is pure trash now. Last several years have become an embarrassment. Rubber bezels, camouflage bands, eq dials, awful concept watches, offshore keep getting worse and worse. This brands value will be dying soon

[@nicholaschiesa4869]

The royal oak company shouldnt be part of the big 3. I said what I said

[@dr.kevinmoore8889]

I can't disagree with your take on this more strongly. AP defines it's own success and no amount of staid, unimaginative and racist deconstruction can change that.

[@horologyenthusiast8523]

I feel less and less desire to get an AP as years go eversince the Blackpanther.. you cant expect someone to take you seriously at work when you have a spiderman watch on 😅

[@michielroskam3877]

I mean rolex did disney and dominos logos......

[@horologyenthusiast8523]

@@michielroskam3877 Rolex prices isnt really at the 100k range, so its fine if you want to waste money there.. AP is on the 100k and above range.

[@TheRacerRich]

That French was so bad I thought it was Russian. Does AP have any history with enamel? I feel like van cleef could have actually made this look like art.

[@TheoandHarris]

I bet you were Russian to type this comment

[@vianouche1]

I am french and that french pronunciation was very good...

[@TheRacerRich]

​@@vianouche1 maybe it's my phone speakers, but "d'art" sounded like "da" in a Russian accent.

[@TheRacerRich]

​@@TheoandHarris man, of course Theodopolis read my comment and replied before I edited to add something meaningful

[@kristopherrobin7069]

This episode is brought to you by Moroccan Oil

[@flipmode45]

AP=Finicky Fug Dogs