AP price increase in Jan 2020

[NYG1121]

Originally Posted by drhk

Maybe interesting to know how F. H. Bennahmias in an interview in February drew the perspective of AP on the watch market (AP will make 45.000 watches in 2020):

"We are eight billion people on the planet. So, there are around 80 million very wealthy people. Let’s divide this by four to have the top wealthiest people on the planet, 20 million. Last year, around 600,000 mechanical watches were made at top price. As you can see, there is a huge potential."

https://swisswatches-magazine.com/bl...ry-bennahmias/

Lol. This is not how it works. I hope AP doesn’t find out the hard way

[ksing]

Originally Posted by Tomas Eriksson

15500st.oo.1220st.02 22,200€
15202ba.oo.1240ba.02 60,100€
26480ti.oo.a027ca.01 29,100€
26470or.oo.a002cr.02 44,200€

If the 15202ba is now 60,100 Euros, does that mean also that the 15202or is also now 60,100 Euros? Since the same model AP watches are usually same price for rose gold and white gold, if I'm not mistaken.

[olever90]

Bit too much in my opinion. Lets see if it will impact them in the long run. The entry point into AP may have priced out some buyers

[dpj17]

The optics of this are terrible. Now? Seriously? Not only are they still releasing new models during a global pandemic that has seen millions upon millions of people lose their jobs and hundreds of thousands of human beings die, they are raising the goddamn prices? I'm sorry guys, but look at how Rolex is handling this and take note, they will come out of this on top. Totally tone deaf and down right offensive to make up on lost margin and close out dog shit Code Line to make a buck.

[Sg6067]

Originally Posted by dpj17

The optics of this are terrible. Now? Seriously? Not only are they still releasing new models during a global pandemic that has seen millions upon millions of people lose their jobs and hundreds of thousands of human beings die, they are raising the goddamn prices? I'm sorry guys, but look at how Rolex is handling this and take note, they will come out of this on top. Totally tone deaf and down right offensive to make up on lost margin and close out dog shit Code Line to make a buck.

A person who is currently unemployed shouldn’t be shopping for an AP anyway .
Did Rolex have a price decrease or giveaway I’m unaware of?

[dpj17]

Originally Posted by Sg6067

A person who is currently unemployed shouldn’t be shopping for an AP anyway .
Did Rolex have a price decrease or giveaway I’m unaware of?

Sean, you are clearly not aware of much. I waste not my time explaining what optics are with you young man. At least you have Bliss.

[chiscott_29]

Originally Posted by dpj17

The optics of this are terrible. Now? Seriously? Not only are they still releasing new models during a global pandemic that has seen millions upon millions of people lose their jobs and hundreds of thousands of human beings die, they are raising the goddamn prices? I'm sorry guys, but look at how Rolex is handling this and take note, they will come out of this on top. Totally tone deaf and down right offensive to make up on lost margin and close out dog shit Code Line to make a buck.

Hey, I don't agree with it either. But, AP is not Rolex.

Here's the facts for now: As long as AP keeps production somewhere between 40,000 and 50,000 watches, they can pretty much do whatever they want as demand far outreaches supply. The reality is there isn't a model they make that isn't being sold to customers at full MSRP, or being passed out the back door to a dealer at full MSRP.

AP doesn't deal on the margins. They sell exclusive watches to people that generally speaking aren't making their decisions based on a few thousand dollars. If Customer A says "I'm no longer interested", they can call Customer B and the watch will be taken in 10 minutes.

Will this last forever? Is this a good long term strategy? Who knows. All I can say with relative confidence is nothing lasts forever.

[Sg6067]

Originally Posted by dpj17

Sean, you are clearly not aware of much. I waste not my time explaining what optics are with you young man. At least you have Bliss.

All due respect, you’re on a luxury watch blog speaking to price sensitivity. I think you may be the one in need of perspective.

[SMD]

Originally Posted by dpj17

The optics of this are terrible. Now? Seriously? Not only are they still releasing new models during a global pandemic that has seen millions upon millions of people lose their jobs and hundreds of thousands of human beings die, they are raising the goddamn prices? I'm sorry guys, but look at how Rolex is handling this and take note, they will come out of this on top. Totally tone deaf and down right offensive to make up on lost margin and close out dog shit Code Line to make a buck.

[NYG1121]

My next AP purchase will be in 2 years when these "price increase" models are trading for 40% off again in the used market. Just like old times. We will see how they get their clientele to spend that kind of money for a new one when that is the reality again. Market always dictates price.

[dauster]

Originally Posted by Sg6067

All due respect, you’re on a luxury watch blog speaking to price sensitivity. I think you may be the one in need of perspective.

I don't feel so strongly about it but 2nd price increase in 6 months is kind strange, especially amidst a global pandemic. Luxury watch sector or not and it's not like the customer base likely suffers tremendously right now but still have to agree it's not a good look... but maybe I am just salty I can't get my promised 15500 - 1st world problems for sure :)

[Benzsiam]

I don't think it's good image for AP if they are the only brand that increase the price twice a year especially during the recession/depression.

A lots of people have plenty money to buy whatever the price is, but they might not like to support that greed.

[Sg6067]

Originally Posted by dauster

I don't feel so strongly about it but 2nd price increase in 6 months is kind strange, especially amidst a global pandemic. Luxury watch sector or not and it's not like the customer base likely suffers tremendously right now but still have to agree it's not a good look... but maybe I am just salty I can't get my promised 15500 - 1st world problems for sure :)

That guy has been overtly grumpy on many recent threads. Just figured I’d play devils advocate since he was clearly looking for an argument. I disagree with his assertion that Rolex has the moral high ground for delaying their 2020 releases.

I agree with you that a second increase in 6 months is strange. Supply and demand I suppose. I’d imagine they are actively aligning their pricing up market with Patek.

[dauster]

Originally Posted by Sg6067

That guy has been overtly grumpy on many recent threads. Just figured I’d play devils advocate since he was clearly looking for an argument. I disagree with his assertion that Rolex has the moral high ground for delaying their 2020 releases.

I agree with you that a second increase in 6 months is strange. Supply and demand I suppose. I’d imagine they are actively aligning their pricing up market with Patek.

pandemic has made people particularly sensitive these days. the 6007 PP new release thread has members complaining about people voicing their opinion like Mr Stern is part of their family.

[kaiserphoenix]

Originally Posted by dpj17

The optics of this are terrible. Now? Seriously? Not only are they still releasing new models during a global pandemic that has seen millions upon millions of people lose their jobs and hundreds of thousands of human beings die, they are raising the goddamn prices? I'm sorry guys, but look at how Rolex is handling this and take note, they will come out of this on top. Totally tone deaf and down right offensive to make up on lost margin and close out dog shit Code Line to make a buck.

I don't understand. The stock market is basically in all time highs, or at least pre corona levels already, Chanel, Hermes etc have all increased prices I believe.

The 2 markets are not correlated at all so I dont get your point....

[cascavel]

The U.S. Treasury just handed out $625 Billion through the PPP. In order to lay hands on that money one had to have an attorney, a banker and an accountant already in place. Who has that kind of professional support, the local Bodega owner? No, wealthy business owners. What are they going to do with the money? They are going to buy homes, cars, boats and, yes, luxury watches.

[eskiserkan]

I dont care if they double the prices since there is no watch to buy :) Sorry for the 11:59 & ROO buyers.

[rumnyc]

Originally Posted by eskiserkan

I dont care if they double the prices since there is no watch to buy :) Sorry for the 11:59 & ROO buyers.

Not a bad idea. Double the price and half production!


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[MF_FM]

I am pretty sure it’s world wide, I did also received a message from Hong Kong AP boutique there will be a price increase in July ��

[macrowatch]

Originally Posted by MF_FM

I am pretty sure it’s world wide, I did also received a message from Hong Kong AP boutique there will be a price increase in July ��

Across the board?

[MF_FM]

Originally Posted by macrowatch

Across the board?

the sales didn’t mention it will be on all models for the increase, he did say it’s going to be increase in July, since there are rumors on the increase, that’s why I would trust his info

[Jutch]

Interestingly, prices on the website are now only available upon request.

[Timelessness]

Just called my boutique, the 15500ST is now S$30,300 (Up from S$28,700) and 15450ST is now S$28,700 (Up from S$27,100)

Price increases were applied to all models across all collections both steel and gold. Even CODE 11:59 prices were increased. Judging from what I was given I'd reckon it's about a 5-6% increase.

P.S. I can't recall the last 3 digits of the previous price before increase as they removed it from the website so I could be wrong but the first two digits are definitely right hahaha. Does anyone remember the exact price in SGD?

P.S.S. All prices are in SGD. Info from the Liat Towers boutique.

[wei915]

Any news about the new prices for 26331st and 15202st in Singapore?


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[barracuda28]

Originally Posted by Jutch

Interestingly, prices on the website are now only available upon request.

Weird, just saw this as well on the site.


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[Jacobson]

Originally Posted by Jutch

Interestingly, prices on the website are now only available upon request.

That’s usual on day of price increase.

[Timelessness]

Originally Posted by wei915

Any news about the new prices for 26331st and 15202st in Singapore?


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They were increased too, you can call up the boutique for the exact price.

[eiesh]

Originally Posted by wei915

Any news about the new prices for 26331st and 15202st in Singapore?


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I changed currencies to GBP and below were the displayed prices.

Prices for 26331ST = £26,200
15202ST = £25,100

Not sure what they were before July 1st.

[Newbie@SIN]

Originally Posted by Timelessness

Just called my boutique, the 15500ST is now S$30,300 (Up from S$28,700) and 15450ST is now S$28,700 (Up from S$27,100)

Price increases were applied to all models across all collections both steel and gold. Even CODE 11:59 prices were increased. Judging from what I was given I'd reckon it's about a 5-6% increase.

P.S. I can't recall the last 3 digits of the previous price before increase as they removed it from the website so I could be wrong but the first two digits are definitely right hahaha. Does anyone remember the exact price in SGD?

P.S.S. All prices are in SGD. Info from the Liat Towers boutique.

Even for new 2020 models, such as the 34mm 77350ST?

15500ST was $28,600 and 15450ST was $27,100 (up from $23,100 in Dec 2019).

[SMD]

I am not seeing any price increases in the US.