Quote:
Originally Posted by ajw45
AP is cranking out watches. Cheapening the base time and chrono movements has unlocked their way to 70k+ units / year. Also, unlike say PP that has a range of models within their total production, AP is like 95% RO and because they are all boutique sales, you know they are being sold at MSRP. MSRP is like gravity on these, there's nowhere to go on the above MSRP secondary prices but down. Add in a strong dollar in overallocation to the US market and I'd be inclined to wait at a boutique than buy over MSRP grey.
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My understanding is that AP make around 45,000 watches a year but in 2020 that fell to 38,000 due to covid, so last year (and maybe this) they were playing catch up. I can see the business sense to increase production to satisfy ‘part’ of the demand, but never to fulfil ‘all’ the demand.
Going from 45,000 to say 50,000 seems realistic and possibly doable. Going to 70,000+ as you say would be unrealistic and take years. That’s nearly a 60% increase.