Nico at AP house

[Ashj52]

Interesting video I just came across:

https://youtu.be/00BREVuJAIo?si=NdBb7v_HGb5-3x-R

[crispyness87]

I'm kinda surprised that AP did this. Pleasantly surprised.

AP never takes the ordinary/predictable path, from their recent releases to the way they market themselves/engage with the outside world. They are polarizing for sure, but I can deal with curveballs, so I like this approach.

[Bazil]

AP are desperate, and now leaning on people like Nico .. he’s funny, but very wacky, AP know him and John Mayer have a big fan base so what better way to try and revive themselves ..
Why else turn to a grey dealer ?

[Audevache]

Really no insights from that particular discussion.

This really feels like AP just finally hired a junior social media manager who decided they finally need to do some influencer marketing.

My wife recently got a lot of content in her instagram feed from random fashion influencers being invited to AP events particularly around the RO mini launch.

I’m not saying brands like AP shouldn’t use this kind of marketing, but the implementation feels a bit amateurish so far.

[Ashj52]

I wish they had actually taken some proper macro shots of the pieces.

[brandrea]

One of the more annoying You Tube personalities IMHO, although he does present himself better in this video than in many.

I wouldn’t want to associate my brand with folks like him, but what do I know

[SRG89]

Smacks of desperation from them IMO - I'm not watching the video as I have yet to hear anything from Nico that I have found insightful, educational or thought provoking. I also find it strange that they welcome grey dealers in such a way.

If a grey dealer like Trotters, Kettle Kids etc. walked into AP House they wouldn't be sold a watch by nature of what they do for a living. However it seems enough YouTube followers and you're golden?

[Broadbear]

Funny how all watches shown were ROs with no mention of other lines


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[Lemarp]

Originally Posted by SRG89

Smacks of desperation from them IMO - I'm not watching the video as I have yet to hear anything from Nico that I have found insightful, educational or thought provoking. I also find it strange that they welcome grey dealers in such a way.

If a grey dealer like Trotters, Kettle Kids etc. walked into AP House they wouldn't be sold a watch by nature of what they do for a living. However it seems enough YouTube followers and you're golden?

This. So many threads about AP blacklisting people who sell their watches but then invite one of the best known grey dealers in. So is selling to grey's now embraced by AP?

Don't get me wrong, I find Nico entertaining. It's just a bit of a confusing.

I've been a long supporter of the brand but the strategy of trying to force a Code down your throat to get another RO and the immense chasing of influencers as part of their marketing campaign is tiring.

[codecow]

Nico is funny. It’s interesting to me that’s the market they want to cater to, but clearly they’re less serious than they used to be with the concept character watches and crap like that (no offense if you like those).

Stuff like the mini quartz Royal Oaks or that hideous new archive watch show they’re taking risks and doing things people wouldn’t expect.

[SRG89]

Originally Posted by codecow

Nico is funny. It’s interesting to me that’s the market they want to cater to, but clearly they’re less serious than they used to be with the concept character watches and crap like that (no offense if you like those).

Stuff like the mini quartz Royal Oaks or that hideous new archive watch show they’re taking risks and doing things people wouldn’t expect.

I actually like the new Remaster I think it's a cool watch, something you don't see everyday.
The issue for me is price - maybe would have bought if in steel

[messikens]

Hate to say it but seems like AP is losing the plot on this. The guy is one of the more annoying folks on YT and shouting an eff-bomb every 20s while posting "reaction vidz" is hardly a sign of credibility and seriousness.

Add to that no discussion of other lines, no historic / catalog pieces / no closeups but fawning over hype model yet again.

Him basically trying to ingratiate himself to AP to get a white QP smacked of desperation and trying to ride the celeb wave of "deserved allocations".

AP apparently just found out about social media marketing and handed the assignment to their intern. Waiting for Anthony Farrer to be their next guest...

[Vince_76]

A lot of recent missteps by AP imo.

Still love the brand but they’re on thin ice so to speak. If market trends continue I think they’ll feel the most pain among their peers (PP/Rolex).

[Paul C]

Originally Posted by Ashj52

Interesting video I just came across:

https://youtu.be/00BREVuJAIo?si=NdBb7v_HGb5-3x-R

I liked it. Thx for posting.

[dauster]

Originally Posted by SRG89

Smacks of desperation from them IMO - I'm not watching the video as I have yet to hear anything from Nico that I have found insightful, educational or thought provoking. I also find it strange that they welcome grey dealers in such a way.

If a grey dealer like Trotters, Kettle Kids etc. walked into AP House they wouldn't be sold a watch by nature of what they do for a living. However it seems enough YouTube followers and you're golden?

I enojoyed this brand new ferrari breaking down in monaco - entertaining video :)

[Apdl]

I think this will generate more buzz for AP, Nico, while polarizing is very knowledgeable and I feel very well respected by the "every man" watch community

[Akacoke]

I was genuinely surprised when I saw this interview last night. Wondering what make AP decided to invite a watch reseller.

[huncho]

nvm

[VogelPhoenix]

Originally Posted by Akacoke

I was genuinely surprised when I saw this interview last night. Wondering what make AP decided to invite a watch reseller.

Well, Austin Chu, aka Horoloupe aka Wristcheck's co-founder, was FHB's BFF.

[Napaswar]

AP marketing direction would be love or hate from different point of view here. Travis, Nico or others in the future would be controversial among watch enthusiasts.
However, when I check feedback on social media or influencer platforms (even on AP channel), they've been working well and got hype. Some amplified the brand, some could be new clients. IMHO, I like it and it's fun to see new people coming to the industry more and more.

Yeah, many folks and my friends may not like current direction of AP when you put the terms "Exclusive", "Elegant" or "Traditional" but at least they don't follow PP, Rolex, VC, Lange and work on the slogan that breaking the rules. At least, Many of their product are still cool and sought after among collectors.

PP and Rolex marketing directions are not bad at all but we've been with their tricks for decades and feel a bit boring sometime (I'm not a dad and don't want to keep it for next Gen nor Athlete to get crown). I'm not here to judge right or wrong they have done. Let's see the sale volume, price per sale or numbers at the end of each year.

Btw, I like Nico because he's fun making me laugh and his knowledge isn't bad at all.

[In-N-Out]

Originally Posted by VogelPhoenix

Well, Austin Chu, aka Horoloupe aka Wristcheck's co-founder, was FHB's BFF.

While I don’t like Austin much either (mostly bc he’s a nepobaby and tried to convince everyone he’s some self made man during an interview with Wei Koh), he still added some value to the brand and to the industry with his company. He’s also way more professional than Nico. I’ve defended AP throughout all the questionable collabs bc that’s something they’ve done for decades now, but this is very questionable indeed.

Some fat, annoying child who recently fabricated a rivalry with TraxxNYC and even had a boxing match with him to gain attention….actually gets rewarded by receiving attention from AP? Very odd indeed

[AEV]

His channel is probably the biggest in terms of subscribers among all watch YouTubers.
Not a big fan of him, I occasionally watch some of his videos. He has been very supportive of AP but at the same time said that AP doesn't want to sell him watches.
I am surprised to see they invited him.

[SRG89]

Originally Posted by AEV

His channel is probably the biggest in terms of subscribers among all watch YouTubers.
Not a big fan of him, I occasionally watch some of his videos. He has been very supportive of AP but at the same time said that AP doesn't want to sell him watches.
I am surprised to see they invited him.

They do sell him watches though. He was in AP House last year and picked up a music edition offshore. It's on youtube too.

[1st amg]

Originally Posted by dauster

I enojoyed this brand new ferrari breaking down in monaco - entertaining video :)

I followed this for a while, he is having a hell of a time with the warranty work

[chris242]

AP is trying hard to stay relevant after the major market turn..


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[edo]

Originally Posted by Audevache

Really no insights from that particular discussion.

This really feels like AP just finally hired a junior social media manager who decided they finally need to do some influencer marketing.

My wife recently got a lot of content in her instagram feed from random fashion influencers being invited to AP events particularly around the RO mini launch.

I’m not saying brands like AP shouldn’t use this kind of marketing, but the implementation feels a bit amateurish so far.

These influencers are around AP almost two years, and they are far from random... it's pretty upscale niche not a influencer with a 20% code for Tommy Hilfiger watch so roi is not that easily calculated...

[lucasalce]

Nico is also a watch enthusiasm which cannot be said for many dealers on youtube.
The interviewer seems to like Nico's content with comment spoking his biggest gripes: aftermarket diamonds. I'm sure they want mention hublot if it was not on AP's official account. :P

[vliberman]

Originally Posted by Apdl

I think this will generate more buzz for AP, Nico, while polarizing is very knowledgeable and I feel very well respected by the "every man" watch community

His knowledge spans what sells today vs. not.. there are truly knowledgeable second hand dealers like people featured on Menta, TickTocking and many others… this is cheap shot of crack into directionless bloodstream of formerly great brand

[GW44]

Originally Posted by SRG89

Smacks of desperation from them IMO - I'm not watching the video as I have yet to hear anything from Nico that I have found insightful, educational or thought provoking. I also find it strange that they welcome grey dealers in such a way.

If a grey dealer like Trotters, Kettle Kids etc. walked into AP House they wouldn't be sold a watch by nature of what they do for a living. However it seems enough YouTube followers and you're golden?

100% agreed

Rather odd move by AP.

[supernova]

I’m definitively not a fan of Nico, actually his style annoys the hell of out me. But he does have a big following and his vids do get a large number of views. I do understand the clientele AP are trying to reach out for more, the younger and “influencer” type of of following, which brands like Rolex and PP don’t want to go for.

Also feel the current AP marketing team is a legacy from the FHB era, whether they will survive much longer under Ilaria Resta’s reign is also to be seen. But once sales and “hype” is high then I guess they’re doing their job.


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