Are Audemars Piguet watches expensive?

　　Audemars Piguetis a Swiss national watch brand founded in 1881, and is one of the world's top ten watch brands. At the 10th Paris Universal Watch Exhibition held in 1889, Audemars Piguet's Grand Complication pocket watch was exhibited, receiving great acclaim for its exquisite design and achieving international fame, establishing a prestigious status for Audemars Piguet in the watchmaking world. So, are Audemars Piguet watches expensive? Let's take a look.

　　Explanation of Audemars Piguet watch pricing

　　(I) Audemars Piguet watches are expensive

　　Audemars Piguet watches are indeed very expensive, but there is no way around it; every Audemars Piguet watch is handmade. The factory produces over ten thousand watches a year, averaging only about forty per day, whereas other famous brands may produce tens of thousands daily. Due to the low production volume, the labour costs for over ninety craftsmen are very high, as are the costs for designers and moulds. As everyone knows, even for small production runs, a sufficient variety of moulds must be created. These are the fundamental reasons for the high price of Audemars Piguet watches.

　　Audemars Piguet has always championed the 'hands of a master craftsman'. On the back of every Audemars Piguet watch is the name of the craftsman who made it, which adds a legendary quality and a human touch to the timepiece. However, in today's industrialised world, consumers must pay for this humanity and legend—with money! This is the second reason why Audemars Piguet watches are expensive.

　　Although Audemars Piguet operates as a family-style manufacture, its marketing and advertising must be modern in cost. It must establish an international marketing network and pay high advertising fees. With an annual production of only over ten thousand pieces, the high costs dictate a high price point. Fortunately, its brand status aligns with this demand, and the unique handmade nature justifies the high price. From this perspective, the high price of Audemars Piguet watches is justified.

　　(II) The price range of Audemars Piguet watches varies greatly, from the cheapest at tens of thousands to the most expensive at tens of millions.

　　Of course, there are functional differences between a hundred-thousand-yuan Audemars Piguet and a multi-million-yuan one, but the multi-million-yuan watches certainly feature diamonds. Taking the one-million-yuan price point as an example: the value of a watch is primarily reflected in its functionality. Even for a famous watch, no matter how much marketing or packaging is involved, it is impossible to price a watch worth 50 yuan at 100 million. If it has diamonds, the price can be increased, but this does not mean the value of the watch itself has shifted. The high price of Audemars Piguet is not just about diamonds, as anyone can set diamonds. Audemars Piguet is expensive because it is handmade and, more importantly, it possesses many patented technologies, such as power reserve systems that maintain stable mechanical movement speeds, preventing the watch from running fast or slow due to the mainspring.

　　(III) Which price point of Audemars Piguet watches sells the most?

　　Hong Kong is the region where Audemars Piguet watches sell best. Every year, over 4000 watches are sold here, with those priced in the hundreds of thousands being the most popular. Audemars Piguet watches are expensive primarily due to handmade manufacturing, but more importantly, the timepieces produced by the Audemars Piguet manufacture are not merely instruments for telling time; they are selling tradition and unique craftsmanship. Customers buying Audemars Piguet are often pursuing status and taste. With this premise, any price for an Audemars Piguet watch is possible, and diamonds only help to realise that possibility.

　　The value of a brand can be immense, but this is an intangible element. As a craft, watchmaking provides significant scope for brand value. Let us pose a hypothesis: if Audemars Piguet stopped producing diamond-set watches, would its profits decline? Would its brand value diminish? I suspect not. Its primary profits are derived from the price range between one hundred thousand and several hundred thousand, which indicates that the profit driver is not the million or ten-million-pound diamond-set watches. When we discuss the Audemars Piguet brand, we speak more of its hand-craftsmanship, its minute repeater technology, and its power reserve technology, rarely discussing the quality of its diamonds, as that is not the essence of the brand.

　　(IV) Are diamond-set watches jewellery or timepieces?

　　They are, of course, still timepieces—still watches. Diamonds are added to watches because many customers, particularly women, enjoy them, as they are truly beautiful. However, adding diamonds merely increases the added value of the watch. Perhaps when describing the value of a watch, the role of the diamond overshadows the watch itself, but that is because diamonds are precious items. Precious items placed upon other precious items result in a high price tag; therefore, even when set with diamonds, an Audemars Piguet remains an Audemars Piguet. Before 1991, when diamonds were not yet incorporated into watchmaking, Audemars Piguet was already among the most expensive watches.

　　(V) What does diamond setting mean for Audemars Piguet?

　　First, it must be stated that Audemars Piguet is worthy of being accompanied by diamonds. Diamond-set watches place greater emphasis on exterior design, which is also a test for the brand. Beautiful design and perfect diamonds represent a highly sophisticated taste; in reality, jewellery is merely an enhancement of the watch's added value. If the watch itself is not excellent, there is no added value to speak of.

　　Having reached this point, I would like to recommend a best-selling Audemars Piguet watch. Interested parties, please add me on WeChat for enquiries.

　　Audemars Piguet Royal Oak Offshore Sports Watch 15703ST.OO.A002CA.01

　　Review:

　　The watch has a pragmatic and minimalist overall aesthetic, with 8 white gold screws on the stainless steel case highlighting a strong industrial style.

　　On the black grid-pattern dial, the hour and minute hands as well as the indices feature luminescence, ensuring you can accurately read the time even in darker environments.

　　The watch is paired with a rubber strap, giving it a highly sporty look.

　　Compared to the previous version, the angle of the hexagonal screws on the front is now more precise.

　　The printing and reflective effect of the date display are now more similar to the genuine article.

　　The dial and indices are identical to the genuine version, successfully recreating the beautiful, textured three-dimensional relief found on the original.

　　Summary: The Panerai replica watches I have recommended above are exquisitely crafted with guaranteed quality. Those wishing to purchase, please add WeChat for enquiries.

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