AP Is Not In The Top 3 Anymore For Many WIS

[DK3]

I was speaking with a group of WIS friends and we all agreed that AP is not in the top 3 watch brands anymore. The fact they need to constantly try to attach endorsements of celebrities to each special edition, the fact that they need to call their watches like the grand prix special edition when it is nearly 10% of their annual production, and the fact they need to reduce prices indicates that the brand is no longer one of the great brand names. They have become desperate to sell a watch and it is only getting worse.

They are not in the same league of Vacheron or Patek. For example, it is hard to find any Patek watches when you visit dealers and they have twice the annual production. Vacheron has sold out their annual production at the first few days of the SIHH show the past couple of years.

AP is nowhere in their league of Patek or Vacheron. Although they have complicated watches any brand can hire an independent watch brand to make a grand complication or a tourbillion.

AP under years of bad management, snobby attitudes, marketing gimmicks, and poor service has become undesirable by many WIS. Check out watch forums the past year many people have felt AP is no longer the brand name it used to be.

It seemed that AP is attracting many people that only want the royal oak shape as a status symbol like those that want a shinny rolex as an attempt to show status. It appeared to our small group of WIS that many serious collectors have given up on AP and unfortunately feel like they are in the same level of Hublot now days.

Anyone should by any watch that makes them happy, but AP will not hold any value and is doubtful you will every see AP selling at any auction houses in the future. They have become a fashion brand and are no longer one of the brands (please do not confuse BRAND with the WATCH). For example, rolex makes great watches but is not considered in the top 3 brands. AP has nice watches but so does everyone. The brand name is what investors and collectors consider placing a watch in the top three and AP does not have it anymore. It seems it is now only Patek and Vacheron.

Lastly, if you have an AP watch and love your watch that is great. AP watches are great watches despite their brand name not being what it used to be. I am certain that I will never buy an AP watch again and many WIS feel the same way.

Anyways, this post is not meant to offend anyone personally so please take it as just thoughts by a group of WIS getting a chance to reflect about the watch industry. It is nothing more than an opinion and it is OK if you disagree. If you love your AP watch nothing changes that so enjoy it.