Price rise

[Palex]

Yesterday I visited the AP website and saw a price rise. Is that price rise global?
(Living in Europe)

[Bpan]

Originally Posted by Palex

Yesterday I visited the AP website and saw a price rise. Is that price rise global?
(Living in Europe)

Prices increased in CHF on Oct 1st or 2nd but not in USD. Probably depends on the change in exchange rate vs CHF over the past few months.

[Palex]

Originally Posted by Bpan

Prices increased in CHF on Oct 1st or 2nd but not in USD. Probably depends on the change in exchange rate vs CHF over the past few months.

Prices changed in euros

[dmash]

Originally Posted by Bpan

Prices increased in CHF on Oct 1st or 2nd but not in USD. Probably depends on the change in exchange rate vs CHF over the past few months.

and then when euro/chf strengthens they'll use it as a reason to increase USD This is the guise most of these luxury brands use to 'justifiably' raise prices in the last 5 years.

[llngoc]

And the secondary market for AP keeps weakening around the globe. I just talked to a grey dealer last week and he said AP is the most volatile right now.

I was interested in a Code 11.59 Perpetual calendar but after the last couple of price hikes, it is getting hard to justify the purchase anymore since it is only in the "like" and not "love" category.

[RiRi]

Originally Posted by llngoc

And the secondary market for AP keeps weakening around the globe. I just talked to a grey dealer last week and he said AP is the most volatile right now.

Also interesting is if you check the upcoming Phillips Geneva Auction, they only have 3 ROs in 180+ lots - seems many AP collectors / dealers / flippers are waiting for the moment

[AperolSpritz]

it did increase... Didn't follow all models
Looks like around 5%

[rapide66]

Originally Posted by llngoc

And the secondary market for AP keeps weakening around the globe. I just talked to a grey dealer last week and he said AP is the most volatile right now.

I was interested in a Code 11.59 Perpetual calendar but after the last couple of price hikes, it is getting hard to justify the purchase anymore since it is only in the "like" and not "love" category.

I am also somewhat worried how sustainable these regular price hikes can be in the face of a soft market... I just saw a new ROC 26715ST diamond bezel sell at retail price before the buyer's premium at Sotheby's a few days ago.

I wonder how that reconciles with the comments from the previous AP CEO Bennahmias citing "We simply want the value of an Audemars Piguet watch to be sustainable and not to lose 50% of its value a few months after purchase, which was still the case for some models five years ago."

[Uros]

Yes RO steel perpetual retail is just below 100k EUR. That is very high asking price for steel watch.


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[l_chissle]

Originally Posted by Uros

Yes RO steel perpetual retail is just below 100k EUR. That is very high asking price for steel watch.


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Think you can probably buy one on the grey market for less than retail now.

[AEV]

Originally Posted by Uros

Yes RO steel perpetual retail is just below 100k EUR. That is very high asking price for steel watch.

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Retail price is actually between 108K and 111K depending on location. It went up by about 4% beginning of October.

Originally Posted by l_chissle

Think you can probably buy one on the grey market for less than retail now.

Not the latest model with latest dial (2022 - 2023).
2017 / 2018 models - yes but these are out of warranty.
At least based on Chrono24 for new/unworn pieces.

[Uros]

94k CHF is on AP site which is cca 98k EUR. A lot for steel watch, 5740 is cca 150k white gold


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[Uros]

Originally Posted by l_chissle

Think you can probably buy one on the grey market for less than retail now.

Yes wouldnt be surprused that we will be looking at discounts with these pieces, can imagine people passing it at retail for 100k


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[AEV]

Originally Posted by Uros

94k CHF is on AP site which is cca 98k EUR. A lot for steel watch, 5740 is cca 150k white gold


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Okay, indeed in Swiss the retail price is much lower due to lower VAT of 7.7%.
In the other European markets listed on the website price is circa 10K higher due to higher VAT - 19% to 22% range.

[Uros]

Originally Posted by AEV

Okay, indeed in Swiss the retail price is much lower due to lower VAT of 7.7%.
In the other European markets listed on the website price is circa 10K higher due to higher VAT - 19% to 22% range.

Yes you are correct, didnt know it could be such difference. EU is cca 110k?! Even worse but hey its a blue dial:)

Would probably pass it even if oferred at retail. Crazy price. Last time I was looking it was 70k:)


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[Palex]

Originally Posted by Uros

Yes you are correct, didnt know it could be such difference. EU is cca 110k?! Even worse but hey its a blue dial:)

Would probably pass it even if oferred at retail. Crazy price. Last time I was looking it was 70k:)


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Last time I checked anything, it was more expensive than 3 years ago. No way you can get. Steel RO QP <100K by the way. Maybe a white dial 5 years old, as good as new

[AEV]

Originally Posted by Uros

Yes you are correct, didnt know it could be such difference. EU is cca 110k?! Even worse but hey its a blue dial:)

Would probably pass it even if oferred at retail. Crazy price. Last time I was looking it was 70k:)


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Yes it is between 108K and 111K depending on VAT.

The current model with the blue nuit shade was launched in 2021 mid year at 79K euro based on info from Monochrome watches.

[l_chissle]

Originally Posted by AEV

Retail price is actually between 108K and 111K depending on location. It went up by about 4% beginning of October.



Not the latest model with latest dial (2022 - 2023).
2017 / 2018 models - yes but these are out of warranty.
At least based on Chrono24 for new/unworn pieces.

I'm not on Moda, but friends have shown me some listings and I think those are meaninginfully lower than c24.

[Pfang56]

And on the flip side, the strengthening CHF...

Anyway, compared to other Perpetuals I find the prices pretty competitive vis a vis the VC and PP counterparts.

[salnuaimi]

seems im looking at a price reduction here instead !

[GW44]

Seems prices in the Uk are up in the 4-5% range

[AEV]

Not relevant to the topic but I noticed the recently released blue ceramic 43m ROO has now a price of around 60K euro, less than the other two black ceramic pieces released earlier this year.
However, the RG/Titanium model price is still on request.

And while previously all steel & ceramic /titanium & ceramic 43m ROO had the same price, now the blue titanium is slightly less. I guess that's the price of a ceramic bezel.

[Batmannr1]

Prices up 4% since the 1st of October. Passed my attention. ROO 43 mm 26420SO steel from 42k to 43.7k EUR in NL.

[SMD]

Whether this is just adjustments for currency movements or an actual increase, I think AP as pushed a little too far on pricing. There are several offshores and other pieces I have passed on because the value proposition is not there. End of Days being prime example.

[Reign]

Originally Posted by SMD

Whether this is just adjustments for currency movements or an actual increase, I think AP as pushed a little too far on pricing. There are several offshores and other pieces I have passed on because the value proposition is not there. End of Days being prime example.

Yup agree and same on EoD for me


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[Basic_Satisfaction]

Originally Posted by SMD

Whether this is just adjustments for currency movements or an actual increase, I think AP as pushed a little too far on pricing. There are several offshores and other pieces I have passed on because the value proposition is not there. End of Days being prime example.

They had the most aggressive price increases, which might backfire on them if the market reverses more. Although this may sound like a fairytale, they might have to resort to discounting pieces if demand starts to slow (especially on offshores). I remember in 2019 I bought my 15500st for 19k. The equivalent model today, 15510st, costs 28k...

They're simply trying to take advantage of the crazy demand and rake in profits, which is why they cut out their AD network and hiked prices. I believe they make more money than even Patek, despite making less watches yearly.

[Henrimontgomery]

26240 still 33.4k chf

[Uros]

My first offshore in 2015 Elephant was 30 percent off the list price brand new. We may be looking at these times again, especially for offshores


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[Rickkk]

Originally Posted by Uros

My first offshore in 2015 Elephant was 30 percent off the list price brand new. We may be looking at these times again, especially for offshores


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Hideous things

[messikens]

Originally Posted by SMD

Whether this is just adjustments for currency movements or an actual increase, I think AP as pushed a little too far on pricing. There are several offshores and other pieces I have passed on because the value proposition is not there. End of Days being prime example.

Please - "currency adjustment" is a bit of a lie when you make 40,000 units with an insane profit margin that is now largely sold directly to end consumers... It's not like the sourcing of vast amounts of raw materials from China is impacting their supply chain in a meaningful way...

Sure sounds nicer than "we'll milk you for another 5% this half-year after last half-years price raise because we can get away with it" though