AP - Why all the Marketing Gimmicks ?

[DK3]

Many people would consider AP and Patek to be the top watch manufactures.

Why does AP do so much limited editions and link with Athletes and events. Why can't they just let their watch stand by itself like Patek or Vacheron. APs are amazing watches and I fell all of the hype marketing lessens the brand.

The other day I saw an interview with Theiry Stern and he said, "we just want to make great watches with no gimmicks". It is true the Patek markets its company name, but it does not try to make each watch as a "fashion or hyped out" piece. AP seems more and more like Hublot to me these days. I am not referring to the style of the watch, but how they market themselves to brands such as Ferrari, Grand Prix, Swiss sailing team, athletes, etc.

I don't want an athletes name on the back of my watch. I think it is clear why we don't see Royal oaks and Royal oak offshores selling at auction houses for increased prices. Collectors want timeless pieces that are not based solely on the hype of the day. I wonder what would happen to AP if they stopped making hyped up watches and let their watches stand on their own? I think they would be respected more and others may say their sales would drop significantly.

Anyways, I don't want to seem disrespectful but it is frustrating to see such a great watch company with so much great history and pedigree act the way it does.

[koz123]

AP is perhaps my favorite brand, but the thing I hate the most is all the gimmicks they do. Reminds me of Hublot, I'm not a fan of it.

[simongpaez]

Love them but I have to agree a little bit on that one, i would rather see them as a brand on its with some ambassadors but not the name of the athlete on the watch, personally I wouln't buy it, specially in the 50k range

[kilyung]

With a new CEO maybe things will change.

[yyzpam]

I STRONGLY agree. I hold AP in a different league then Hublot, but the next time I see a Shaq edition, I'm going to scream !

I dont see anything wrong in aligning your brand with a FEW select sports and worthy brand ambassadors but to have 'special editions' that are really not that special seems to cheapen the image a bit.

[Shikar]

OP you have hit the nail on the head.

For a long time I stayed away from AP for purely that reason. It seemed like a gimmicky brand till you all finally convinced me of its pedigree.

Regards.

[FremStar]

Originally Posted by DK3

Many people would consider AP and Patek to be the top watch manufactures.

Why does AP do so much limited editions and link with Athletes and events. Why can't they just let their watch stand by itself like Patek or Vacheron. APs are amazing watches and I fell all of the hype marketing lessens the brand.

The other day I saw an interview with Theiry Stern and he said, "we just want to make great watches with no gimmicks". It is true the Patek markets its company name, but it does not try to make each watch as a "fashion or hyped out" piece. AP seems more and more like Hublot to me these days. I am not referring to the style of the watch, but how they market themselves to brands such as Ferrari, Grand Prix, Swiss sailing team, athletes, etc.

I don't want an athletes name on the back of my watch. I think it is clear why we don't see Royal oaks and Royal oak offshores selling at auction houses for increased prices. Collectors want timeless pieces that are not based solely on the hype of the day. I wonder what would happen to AP if they stopped making hyped up watches and let their watches stand on their own? I think they would be respected more and others may say their sales would drop significantly.

Anyways, I don't want to seem disrespectful but it is frustrating to see such a great watch company with so much great history and pedigree act the way it does.

Well said...

[Submarino]

Never dare to compare AP with Hublot. They just want to associate the brand to a lifestyle and image. Without all the ambassadors AP would still be what it is but perhaps just a little less popular among savvy watch collectors.

I've owned APs since 1998 and back then there were no ambassadors. I still feel the same way about the brand.


Sent from my iPad using Tapatalk.

[Hairdude1]

Well said!

[JorgeB]

Totally agree with you. That's why I see the original Royal Oaks with different eyes than the Offshores, while i'd love to own a ROO, they dont take my sleep because of the things you have described. While the RO's well, thats a whole other story

[kilyung]

Doesn't bother me at all. I just tune it all out. Besides I get APs that I like, not what I think is popular or limited/special/valuable.

[AshAP]

Originally Posted by kilyung

Doesn't bother me at all. I just tune it all out. Besides I get APs that I like, not what I think is popular or limited/special/valuable.

+1

[Submarino]

Originally Posted by kilyung

Doesn't bother me at all. I just tune it all out. Besides I get APs that I like, not what I think is popular or limited/special/valuable.

X2


Sent from my iPhone using Tapatalk. Watches are the new currency!

[psv]

PP will forever be the conservative choice (just look at their popularity among financiers).

AP used to be fairly conservative until they changed their strategy with the release of the Royal Oak Offshore series which was a very bold statement and they created a strategy with ambassadors and various limited editions in collaboration with stars of various sorts. Needless to say, the popularity and dare I say hype you are seeing around the brand today is in large thanks to that strategy (otherwise half of us wouldn't know about them...). Love it or hate it, it is part of their brand identity and image.

[BgJoe79]

First I would say that I am new to the brand got my first ap diver an love it and I would never compare it to hublot the history of the company is in a whole other level. I love watches an we all live in a society of status an hype but I think you should buy what you like whether it's a $10 dollar watch to $1 million its all preference I guess just buy what you like I don't like to follow all that hype with athletes an celebrity's ap is a great watch

[orangedial]

I wouldn't compare AP with Hublot. AP ROO is always the pioneer in the large sports watch category, with an iconic design anchored on the legendary RO. In many ways, I feel that Hublot is a follower instead, and somewhat overdoing it. Personally, I'm not against the idea of associating the branding with ambassodors or successful personalities or institution. But how it is done is a different matter. For those limited edition AP ROO, eg. Montoya, RB2, JT, MS, EOD, Legacy, even Shaq, etc. you don't see any sign of the association on the dial or casing, but only at the case back which is not 'in the face', unlike many of the Hublot's limited editions. I feel that AP's implementation of LE is rather trendy with daring use of different materials and colours, but subtle in a way that it doesn't shout 'limited edition' even with close inspection on the wrist. AP does have a series of very established regular production ROO, such as the Diver, Themes, Panda, BB, Volcano, Safari, Navy, 44mm, etc. for consumers who enjoy more subtlety. Together with those LE, AP has provided a great variety of ROO to cater for many different tastes and needs. With its subtle implementation of the LE, I don't find it cheapens the brand. Instead, it inspires more design ideas and some even form future design trends (like black from EOD, case and pushers of Montoya, etc). I believe with the new CEO, AP will see some fundamental change to consolidate it's ROO lines. And with ROO coming to its 20th anniversary, I certainly hope to see more exciting additions to its regular production line.

[Rolex Freak]

Originally Posted by kilyung

Doesn't bother me at all. I just tune it all out. Besides I get APs that I like, not what I think is popular or limited/special/valuable.

Exactly.

[singe89]

Totally agree. Love AP for the rich history and great design. I don't personally don't like all the LEs as well as many of the spokes people and ambassadors. I like the look of the LEs but dont like how they are tied to athletes, drivers, celebrities, countries, etc. However there are some great ambassadors like Rory Mcilroy. I do like watching golf to see what AP he is wearing.

[koz123]

I don't think I'm comparing I said it reminds me. To be honest I really find nothing worth liking in Hublots line, but to each his own.

[iLLGT2]

Originally Posted by kilyung

Doesn't bother me at all. I just tune it all out. Besides I get APs that I like, not what I think is popular or limited/special/valuable.

Agreed..
What's great is the really thorough aficionados still buy from the brand, just the exquisite pieces that aren't mainstream and true to it's horology..

Then there are the sportier more LE/flashy gimmicky pieces or whatever you want to call it, caters to a different crowd, but still sophisticated IMO!

I do agree SOMEWHAT! I do think AP is headed away from all of that though, or at least toning it down, I hope!

[dddrees]

Originally Posted by psv

PP will forever be the conservative choice (just look at their popularity among financiers).

AP used to be fairly conservative until they changed their strategy with the release of the Royal Oak Offshore series which was a very bold statement and they created a strategy with ambassadors and various limited editions in collaboration with stars of various sorts. Needless to say, the popularity and dare I say hype you are seeing around the brand today is in large thanks to that strategy (otherwise half of us wouldn't know about them...). Love it or hate it, it is part of their brand identity and image.

Great point.


We'll just have to hope they won't let it get to the point where it does more harm than good.

[Alvinbmx]

perhaps AP just want a naming for their new watches? Instead of simply putting a number to a new model, having a name for it will be better.

[TSW]

Doesn't bother me at all, However some of the named LE's will never be in my collection.

[mb23]

Also doesn't bother me, I think it's all part of today's marketing. That said, a little less wouldn't hurt!

[jenniferjanef]

IMHO Such marketing has its draw backs.. For example, I am a formula one fanatic. I love AP's RBII limited edition however, because it is named after RB, I will never own one. I find Rolex is doing a much better job in marketing.. HAGWE.. Cheers! ... James.

[Soly20]

IMHO I would rather not have all these celebrity names on the watches. For example, If I like the RB2 design, I would never buy it because I really don't like Rubens as a GP driver. That sort of puts me off the watch, eveN if the design is nice. As for the LE country names watches, like Singapore etc... I wouldn't want a watch with the name of another country, than one that I can relate to, on my wrist. A watch is a very personal item, you have to really like everything about it in order to wear it on your wrist. Adding an external factor, like a celebrity or a country, will limit the degree to which a person is willing to wear it.

[ticketmaster123]

I would never buy a watch with someones name on it either.

Each to their own I guess.

[montres1]

I agree with OP, following other watch forums(assume you guys also do) from time to time you can only see AP press releases in which they signed another big shot in sports as their brand ambassador, don't want to sound harsh, AP is my favourite, but they should focus on horology innovations(changing dial colour isn't one) and things which made them in top 3.

[Cru Jones]

some of it is a little crass and doesn't strike me as worthy of a top-3 watchmaker, but, if it works for them, it works for them.

even patek isn't immune, though.....it advertises in Time magazine, right next to Longines.

[boursachi]

absolutely no care for names or celebrities or any of that
i never owned one with a name though, but if the GP was named Schumacher or anything else at the time, it would still be the same watch

for example the SB is an awesome ROO 42mm, and to me abbreviating it to "SB" is a lot cooler and makes a lot more sense than going with a reference number or serial (sorry ROs!)
that said, i have zero care for SB as a racing driver in this example

what i dislike is how APs appear in pop culture, but personally i know why i love the brand so at the end of the day it makes absolutely no difference to what it is

just my 2 cents