Ask AP CEO Francois Bennahmias

[rockdrock]

As it turns out, I will be having lunch with the one and only, Francois Bennahmias, next week. Long story. I certainly have lots to share and discuss with him but wanted to see if any of you die hard AP fans had any good questions you would like answered.

Also looking forward to visiting the new museum. I can’t wait!




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[AshAP]

That should be an incredible visit, the new museum looks and sounds extraordinary. I’m hoping to go next year.


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[dauster]

Good for you and thanks for asking the community to ask questions:

1. RO Chrono with in-house movement. Is there anything coming soon?
2. Boutique owned by ADs. Will corporate take over some boutiques aka oversee the allocation process better? What’s the strategy going forward? Especially on the West Coast Westime has had annoyed customers for a while since they are playing their ridiculous AD games. Even my SA at Westime acknowledged this.
I doubt I will hear anything definitive but will they be moving to boutique only 100% because as of now there are still ADs selling AP left?
I think the biggest question/ problem most people have is that apparently it’s better to develop a relationship with a corporate owned boutique but not being able to drop in and long distance travel prohibit establishing such a relationship with a corporate owned boutique for most regular customers.

[Patton250]

Please ask him to start making 39 mm royal oaks again. Besides the unobtainable jumbo. Thanks and congrats on your visit.

[Burlington]

Wow - sounds great. I know he is a bit like marmite to some people, but I rather admire and like his approach.

Some questions:

- any plans to boost production quantity by 2025 ?

- how will they balance the plans for the code’s future taking into consideration the general feedback, whilst at the same time not reactively chasing every input they get.

- any new or exciting materials or mechanisms coming through their R&D pipeline

- any plans for the diver line up in the coming few years beyond other colours, such as titanium ?

- they will be aware of the ‘hype’ now creeping into AP, what is the company’s view on this as over the long term ?

Enjoy the amazing experience!

[GS93108]

Nice. I envy you the trip the museum. Enjoy.

[AshAP]

Originally Posted by GS93108

Nice. I envy you the trip the museum. Enjoy.

Hopefully our turn next year Gary! Me, you, Chris & our wives?


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[HMHM]

Why they decide to start another dress watch line in CODE 1159 instead of refining their other dress watch collection such as the Jules Audemars line up or the Millenary?
Any chance of a white gold Remaster? (Im not a fan of rose gold)

[mustangtornado]

I’d like to request a platinum jumbo with that ice blue dial for the 50th anniversary, thanks! ;)

[GS93108]

Originally Posted by AshAP

Hopefully our turn next year Gary! Me, you, Chris & our wives?


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Fingers crossed that travel is something that we can do and that we actually get an invitation!

[GS93108]

Originally Posted by HMHM

Why they decide to start another dress watch line in CODE 1159 instead of refining their other dress watch collection such as the Jules Audemars line up or the Millenary?
Any chance of a white gold Remaster? (Im not a fan of rose gold)

I think there's a lot been written about the Code being a brand new product from the ground up and that it was an important new product not a revamp of an existing one.

But, like you, I think the remastered would look lovely in white gold.

[GS93108]

Here's a question:

Any plans for an AP forum/means of online interaction with us, the clients and enthusiasts? Thanks.

[dr.ns23]

What are the plans for the RO 50th anniversary? A new 15202?
Thanks and enjoy

[OJONES]

When’s the Diver getting an updated movement?

[areamihc]

When is AP going to ditch the humble bragging social media darlings?

What is AP planning to do about the increasing number of disgruntled customers? I feel like I need to beg my SA to get a watch every single time, hardly the luxury brand experience.


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[pj1369]

I can't imagine him talking about future products, so I would be interested in asking him:

(1) What led to the decision to do smoked dials on the Code 11:59? Was it planned or something as a result of new consumer insights or reviews...

(2) With the planned increase of supply, per his recent interviews, this year of 2.5k-3k more watches, will he distribute that across all lines or focus it on RO or some other model?

(3) Any more plans or details on an e-boutique?

Thanks for considering all of our questions. Enjoy and please share pics and insights afterwards!


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[Spin27]

+1 on the RO chrono w/the in-house movement! Thanks!

[sgwatchguy]

APRP:
There’s so much coming out of APRP in terms of innovation and talent. How is AP leveraging APRP?

Not to again critique the 1159, but AP delivers some of the slimmest hits in the business (RD2) and APRP helps RM get incredibly lightweight watches to market with breathtaking movements.

How then is the 1159 nothing like what AP and APRP can deliver? Lighter, smaller and slimmer for a start.

:) I’m sure you can do a better job with a more succinct question here to him :)

[dchang81]

Originally Posted by dauster

Good for you and thanks for asking the community to ask questions:

1. RO Chrono with in-house movement. Is there anything coming soon?
2. Boutique owned by ADs. Will corporate take over some boutiques aka oversee the allocation process better? What’s the strategy going forward? Especially on the West Coast Westime has had annoyed customers for a while since they are playing their ridiculous AD games. Even my SA at Westime acknowledged this.
I doubt I will hear anything definitive but will they be moving to boutique only 100% because as of now there are still ADs selling AP left?
I think the biggest question/ problem most people have is that apparently it’s better to develop a relationship with a corporate owned boutique but not being able to drop in and long distance travel prohibit establishing such a relationship with a corporate owned boutique for most regular customers.

The BH boutique is a joke

[ganiccus]

the lack of boutiques in certain parts of the world is definitely a concern of mine, any plans to open more in locations like canada, USA west coast, south america, australia, etc? it's hard to build relationships with the brand when the nearest boutique is an 8hr drive from where you live. And the remaining ADs that carry AP are pretty much worthless now that the cool stuff is completely out of their reach and their future partnership with the brand is cloudy at best.

[eonflux]

Maybe I missed this somewhere, but will there be a boutique/AD in the San Francisco Bay Area?

[Andy0331]

Sounds like a great experience, enjoy!

Originally Posted by Burlington

- any plans for the diver line up in the coming few years beyond other colours, such as titanium ?

I second this. I'm not into any of the current available diver options & unfortunately, these are generally the among the "readily available", entry level watches. I love my 44, but want a basic summer/pool/beach watch too.

Ti would be fantastic, as would a re-issue of the ceramic or carbon versions (unlikely).

[macrowatch]

I'd be curious to learn how he see's the brand positioning today (what word or emotional space are they trying to own) and how he sees that positioning relative to the likes of PP / VC, etc.

[nosignalbmwdriver]

Please ask if they have something special planned for the next Pride Of Russia. I'm not russian FYI

Hope we get some sort of white gold offshore 44! Lol

[rockdrock]

Originally Posted by ganiccus

the lack of boutiques in certain parts of the world is definitely a concern of mine, any plans to open more in locations like canada, USA west coast, south america, australia, etc? it's hard to build relationships with the brand when the nearest boutique is an 8hr drive from where you live. And the remaining ADs that carry AP are pretty much worthless now that the cool stuff is completely out of their reach and their future partnership with the brand is cloudy at best.

These is a great point and right on target with my experiences. He seems to be really interested in these points. Thank you. I will be sure to report anything I get back.


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[drhk]

I would like to know whether there are any plans to provide the ROs / ROOs with a quick-release mechanism for the straps and a length adjustable clasps for the ss bracelets and leather straps.

Many of us love to change the strap of their RO or ROO from time to time, and an adjustable clasp nowadays should be standard in the AP price range.

[GS93108]

Poor old rockdrock, he's opened a can of worms for himself.

Just remember rockdrock, there's no TRYing to ask our questions, there's only DO or DO NOT :)

p.s.

Enjoy lunch and remember that you can get food anywhere but FHB's time is less available, so forget what your mother taught you and don't chew every bite 20 times...you've got questions to get to...

[Sunny_Submariner]

Originally Posted by Spin27

+1 on the RO chrono w/the in-house movement! Thanks!

Does the RO Chrono not already haver an in-house movement? If not, what movement is it using?

[Swaye]

Originally Posted by Patton250

Please ask him to start making 39 mm royal oaks again. Besides the unobtainable jumbo. Thanks and congrats on your visit.

This.

[Vivalas]

Great experience - enjoy.