FHB’s legacy discussion

[In-N-Out]

What are some of the positives and negatives that he will be known for? And your overall grade?

Positives:
1) Opening up boutiques and phasing out AD’s
2) Embracing collabs with Hip Hop, Hollywood, and athletes to broaden the audience to the younger generation (although some of them are arguable terrible)
3) RD#4; what a masterpiece in engineering and artistry
4) CODE 11.59…mocked by all upon release, but AP didn’t give up. Latest releases with the starwheel and SS chrono have turned the discussion drastically and quickly and many collectors want a code in their collection. Unthinkable scenario even 2 years ago. Huge future for the code imo

Negatives:
1) inconsistent client experience across boutiques worldwide. Some have a world class experience, others are treated like trash. AP is better than most, including PP and Rolex, but still needs improvement
2) inconsistent policy regarding selling / flipping. Very frustrating to see heavy hitters hit the grey market days after release that presumably went to VVIPs who probably didn’t get banned. Need some real and consistent banning for flippers regardless of their spend history
3) Ladies collection. AP is far behind PP, Rolex, and Cartier when it comes to ladies pieces. Bucci collabs were great, but there needs to be another line for ladies. 38 CODE may or may not be enough…
4) Still no dress pieces. It doesn’t get serious until you have leather as JM would say.
5) AP is still known as a one watch company. I don’t think the brand marketing did a good job to change this perception. It’s an unfair and inaccurate thing to say, since ROO and CODE are great lines, but people still believe it. One can argue that Rolex uses the same case design for all their watches as well, but AP gets slammed the most for using the iconic octagonal case in many of their lines.

Overall a solid A- for me.

[edo]

FHB did a mic drop as his last move in AP, Francois out... like he is late Kobe Bryant... Guy really rode the wave of the cult of celebrity and incorporate it as the main driver of a swiss brand...

[Mr.GL]

I think he and his team have done a fanstatic job on Code 11.59 .Aesthetically, they have improved a lot. The recent codes are hot.

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[AEV]

Pros:

AP coverage service - first of its kind in the industry
Expanded production facilities and volume over the years
CPO program - albeit it will be launched only next year, it has been in the works for many years. Will wait and see how it looks, but I think it will be more customer centric compared Rolex
First in-house flyback chronograph, which I also listed in the cons...one could argue company with such heritage should have done it much earlier

Cons:

QC: Flyback chrono movement not perfected...though there is no real info of impacted units which can be in the low single digits % of overall production.

A+ from me...his vision of the industry and what is trendy outside of it and the bold moves to change the retail network and launch the Code really stand out.

[srvrf]

I don’t doubt that boutique only helped them but it does make it harder for collectors who aren’t near the select major cities.

Like many, I questioned the Codes and didn’t think they offered anything special, especially at their price points. But some of the newer models and seeing them in person has changed my mind.

I guess to truly know, you’d have to know where AP was before he took over and now. But I’m guessing AP is in a much better position now because of his leadership.


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[Wcdhtwn]

Originally Posted by srvrf

I don’t doubt that boutique only helped them but it does make it harder for collectors who aren’t near the select major cities.

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I agree. I was ready to make a move into AP and went to the local AD only to learn they lost AP and now had to go to Dallas to the boutique there. And knowing I’d be waiting years to get one, no thanks…

[Mr.GL]

Originally Posted by Wcdhtwn

I agree. I was ready to make a move into AP and went to the local AD only to learn they lost AP and now had to go to Dallas to the boutique there. And knowing I’d be waiting years to get one, no thanks…

Sorry to hear that. Why don't you give AP a chance, drop them an email and indicate your interest .

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[In-N-Out]

Originally Posted by AEV

Pros:

AP coverage service - first of its kind in the industry
Expanded production facilities and volume over the years
CPO program - albeit it will be launched only next year, it has been in the works for many years. Will wait and see how it looks, but I think it will be more customer centric compared Rolex
First in-house flyback chronograph, which I also listed in the cons...one could argue company with such heritage should have done it much earlier

Cons:

QC: Flyback chrono movement not perfected...though there is no real info of impacted units which can be in the low single digits % of overall production.

A+ from me...his vision of the industry and what is trendy outside of it and the bold moves to change the retail network and launch the Code really stand out.

I actually forgot about the AP coverage service. great add-on and helps us save a decent amount of money per year. one complaint is why we can't have it activated at POS...I feel the most vulnerable when picking the watch up and walking to the car from the boutique...need to activate it which takes a few days

[Uppersouth]

FHB has been a one-of-a-kind CEO. His time in the US prior to ascending to the throne, opened his eyes to new, untapped markets, that led to the Arnold and JayZ collaborations. Although I’m not a fan of most of the collaborations, they certainly brought in business the brand hadn’t seen before and created a new generation of aspirationalists.

His dynamic personality and personable demeanor had the watch media clamoring for interviews and his cell number in the contacts list of A-list celebrities around the world. His marketing genius and business savvy led AP to surpass Patek in revenue and positioned the family owned business to remain successful beyond his tenure.

Proof that if your trick (Royal Oak) is good enough, a one trick pony can win the show!