AP price increase in Jan 2020

[Boxer321]

Originally Posted by NYG1121

They raise prices to try to maximize profit. In return, their product doesn’t hold the same value relative to MSRP in secondary market. Right now, AP is able to do this because brand is hot so it holds value. But it is not the best long term model. Otherwise rolex will raise steel daytona price to 20k tomorrow

all companies raise prices...don't see your point tho. If not raising the price which makes it more out of reach to some people will make it even more desirable regardless of the resale price.

companies all have to raise prices, look at a company like nike...they raised all their shoe prices

[Collector2019]

Originally Posted by AK797

I think Omega are doing quite well, obviously the shortages at Rolex are getting them alot of overflow demand, but some new pieces like the new SMP have been well received, they could still do with not over-saturating on LEs etc, AP should beware of that too, but there again there is Patek money to be taken too.

Couldn’t agree more. AP LE is usually region specific and very small numbers. Asia getting most of them especially Japan with this year already 4 or 5 LEs but either high end comps or precious metal with diamonds sometimes both . Therefore, they are catering for totally different clientele, if they start releasing LEs of the classics 15202 / 1500 etc then they/we are getting in difficult times. So far AP is running a tight a ship.

On the omega side I think the LE strategy is the only game that they can play with almost a million watches a year and supply unrealistically exceeding demands, making LEs is a must for them imho (some becomes big hits some won’t get attention tho)

PS; I can’t wait to see the 50th anniv snoopy awards


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[60sec]

Originally Posted by cesco10

Yes, it’s not a rumor. An average of 6%.

Wrote my SA at the AP boutique. He said he has not heard of a price increase, but said they generally happen over the summer. I’m not sure what to think? Take it for what it’s worth...


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[Collector2019]

Originally Posted by Lcet

Wrote my SA at the AP boutique. He said he has not heard of a price increase, but said they generally happen over the summer. I’m not sure what to think? Take it for what it’s worth...


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Mine has said the same. He confirmed no price increase


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[gregouille]

Mine in Geneva told me that a price increase is coming and when I said : “yeah I know it’s for the 1st of July” She told me that no she hasn’t heard of this particular date.

[Kittayos]

AD in Germany told me they will adjust a 7% increase on July 1st.

[Benzsiam]

I just asked my AD about price increase in July, he told me that he hasn't heard about this at all.

May be no price increase in USA.

[sgwatchguy]

Checked today. Affirmative on July. It’s happening.

[Timelessness]

Originally Posted by sgwatchguy

Checked today. Affirmative on July. It’s happening.

Yo fellow SG AP owner here, did you check with the Liat Towers boutique or MBS?

[60sec]

Originally Posted by sgwatchguy

Checked today. Affirmative on July. It’s happening.

Was it your AD who confirmed? World wise including the US? Thanks!


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[gregouille]

Just had the confirmation that Switzerland is excluded for price increasing.

[bentlh]

Originally Posted by sgwatchguy

Checked today. Affirmative on July. It’s happening.

Seems a bit greedy of them coming so soon after the price increase at the beginning of the year...

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[kimwizzzuuu]

I heard only PM pieces will have a price increase.

[sgwatchguy]

Driven primarily by a marked rise in raw material costs so I sort of understand why this is happening. They wouldn’t be the only ones I suspect.

[rumnyc]

Originally Posted by kimwizzzuuu

I heard only PM pieces will have a price increase.

also titanium


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[Xerxes77]

My AD told me there will be a price increase by 8% but only to a few models....

[yippie123]

Confirmed price increase on 1st july in Singapore/Malaysia. I have seen the price list.

[S``]

Originally Posted by yippie123

Confirmed price increase on 1st july in Singapore/Malaysia. I have seen the price list.

1.) On steel or gold? Both?
2.) What is the average inc %?
3.) Every lines or specific models? RO? ROO? Code 11.59? Jules Audemars?

Thanks

[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€

[AK797]

Originally Posted by S``

1.) On steel or gold? Both?
2.) What is the average inc %?
3.) Every lines or specific models? RO? ROO? Code 11.59? Jules Audemars?

Thanks

If they raise prices on the Code we are all gonna die from dehydration because they be taking the living p1ss!

[Benzsiam]

AP is losing money on CODE 11.59, so they have to cover their loss on hot models.

[mineral]

Given the current economy state and another round of price increase is suicidal.


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[sgwatchguy]

Originally Posted by mineral

Given the current economy state and another round of price increase is suicidal.


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It may put off a sliver of the prospective buyers, but those on lists and waiting to buy from them vs grey won’t be put off imo.

[Token74]

Originally Posted by mineral

Given the current economy state and another round of price increase is suicidal.


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I don’t see it this way, quite the opposite actually.

There will be a number of people that decide they aren’t prepared to purchase a luxury item at this point in time, but it feels unlikely that this will be influenced by a price increase. If right now you can afford/justify £20k on a watch, then you can probably afford/justify £22k for instance.

There may be some people that are on the fence right now and potentially thinking of not waiting 12 months before purchasing (to see how the pandemic plays out from a financial perspective) - a timely reminder that prices of watches keep going up may encourage people to get off the fence and buy now.

I could be wrong of course, I often am.


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[S``]

Originally Posted by AK797

If they raise prices on the Code we are all gonna die from dehydration because they be taking the living p1ss!

Roflmao. Just covering all bases

[Token74]

Originally Posted by AK797

If they raise prices on the Code we are all gonna die from dehydration because they be taking the living p1ss!

Have you seen the Code in the flesh? I have to say that I was really surprised when I tried it on and nearly impulse bought it! It’s not really my kind of watch, but so so much better in person than in pictures.


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[GS93108]

Originally Posted by Token74

Have you seen the Code in the flesh? I have to say that I was really surprised when I tried it on and nearly impulse bought it! It’s not really my kind of watch, but so so much better in person than in pictures.


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I too was impressed by some of the models in the flesh. The openwork tourb is amazing, I'd have one.

As far as I'm concerned AP's products ALL look terrible from the pictures when compared to having the watch in your own hand.

[AK797]

Originally Posted by Token74

Have you seen the Code in the flesh? I have to say that I was really surprised when I tried it on and nearly impulse bought it! It’s not really my kind of watch, but so so much better in person than in pictures.


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I have as they were 2/3 of all the watches out to view last time I was in Harrods, they are well constructed but can't get past the bland dial.

[drhk]

Originally Posted by Token74

I don’t see it this way, quite the opposite actually.

There will be a number of people that decide they aren’t prepared to purchase a luxury item at this point in time, but it feels unlikely that this will be influenced by a price increase. If right now you can afford/justify £20k on a watch, then you can probably afford/justify £22k for instance.

There may be some people that are on the fence right now and potentially thinking of not waiting 12 months before purchasing (to see how the pandemic plays out from a financial perspective) - a timely reminder that prices of watches keep going up may encourage people to get off the fence and buy now.

I could be wrong of course, I often am.


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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/

[gregouille]

Originally Posted by Token74

I don’t see it this way, quite the opposite actually.

There will be a number of people that decide they aren’t prepared to purchase a luxury item at this point in time, but it feels unlikely that this will be influenced by a price increase. If right now you can afford/justify £20k on a watch, then you can probably afford/justify £22k for instance.

There may be some people that are on the fence right now and potentially thinking of not waiting 12 months before purchasing (to see how the pandemic plays out from a financial perspective) - a timely reminder that prices of watches keep going up may encourage people to get off the fence and buy now.

I could be wrong of course, I often am.


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This