AP price increase in Jan 2020

[AK797]

Originally Posted by SMD

AP will not discount. They will reduce msrp. They have done it in the recent past on gold pieces and will do it again.

Their strategy will be interesting, AP caught hell from many members for that gold 44 price cut, but they look like a dynamic fluid firm, unlike Rolex, so I can see them taking this chance again and rolling with the punches.

[SMD]

Originally Posted by AK797

Their strategy will be interesting, AP caught hell from many members for that gold 44 price cut, but they look like a dynamic fluid firm, unlike Rolex, so I can see them taking this chance again and rolling with the punches.

I give them credit for it in that when their pricing is out of whack - most recent being ceramic 44 — they adjust and move forward. It will inevitably annoy people who bought at the higher price but it shows flexibility and that they are willing to make tough decisions.

[huncho]

wow that's a huge increase for the 15450. did not expect that at all

[JCZ5]

Also a huge increase for the 38mm ROC


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[huncho]

Originally Posted by JCZ5

Also a huge increase for the 38mm ROC


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yeah its funny because at the boutique here i was told they could try and get the 38 chrono within 3-4 months even though i have no history with AP, but they weren't taking names for the 15450 at all

[sgfortino]

glad my AD was able to get me a blue 15450 a couple of months ago. Crazy price increases.

[NYG1121]

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

[GB-man]

Guys will start wearing the 33mm Quartz now haha. It wears more like 35 and that classical proportions bro!

[tcpx]

Originally Posted by GB-man

Guys will start wearing the 33mm Quartz now haha. It wears more like 35 and that classical proportions bro!

Never say never...

[Covello]

I literally bought my first AP two weeks ago, right before christmas! What a great New Years gift t knowing I saved almost $3000 by buying it early.


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[benlee]

How much did the Ceramic 44mm went up ?

[Collector2019]

Originally Posted by Covello

I literally bought my first AP two weeks ago, right before christmas! What a great New Years gift t knowing I saved almost $3000 by buying it early.





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Very smart move. I didn’t expect a price increase and was waiting for the right moment to order one but now I am reconsidering!


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[Collector2019]

Originally Posted by SMD

AP will not discount. They will reduce msrp. They have done it in the recent past on gold pieces and will do it again.

I thought it was a mistake and they have learned from it. Let’s see if they readjust retail prices and hurt existing customers again.

[hausfly]

I just bought a 15450 second hand a couple days ago. I guess that is lucky timing. I'm curious how quickly this will affect the second hand market.

[Noak]

Originally Posted by benlee

How much did the Ceramic 44mm went up ?

26405CE went from 44.9k to 48.9k SGD.


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[benlee]

Originally Posted by Noak

26405CE went from 44.9k to 48.9k SGD.


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Thanks.

[wiswrist]

Originally Posted by Noak

26405CE went from 44.9k to 48.9k SGD.

And in USD it went up $2,800 from $32,100 to $34,900.

[Jacobson]

I for one was not expecting a price increase in the UK as there was about a 10% increase just a couple of months ago.

Starting to become quite ridiculous now

[rambo99]

Originally Posted by Covello

I literally bought my first AP two weeks ago, right before christmas! What a great New Years gift t knowing I saved almost $3000 by buying it early.


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the price increase is just insane! and you are the lucky, lucky one, congratulatiosn!

[Batmannr1]

5% i increase in the EU for the 15500ST. This one was introduced in 2019 for € 19.7k, now in 2020 € 20.7k.
2019 15400ST final price before discontinuation was € 17.9k
Hefty mark-ups.

[MrBlahBlah]

Originally Posted by Collector2019

The price increase is huge for no justification whatsoever, no updates on look no new movement?

The 38m Chrono price increase is unjustifiable they just released it few months ago!!

It’s insane! Not cool. If it had an updated movement, new rotor, dial layout to match the 15500, I’d at least sort of understand....

[GreenLantern]

Wow this increase is harsh.

Rolex also had a bit of a harsh increase today, but not as bad as AP.

[ericksakti]

not sure if my pride of germany increased or not also, still havent paid for mine yet

[Reign]

They’re probably doing it to re-calibrate supply and demand.

Francois said demand is ~47k watches per year and they’ll produce 44k in 2020 (47k figure was prior to price increase).




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[gaoxing84]

wow. i am lucky to only pay 28k singapore dollars for a new 26331ST.

retail was at 34 sgd when i got it, now it's 37.6k lol

[teks066]

Now I’m glad that I picked up my 26315st in November

Dun really understand wt ground they hv for the massive raise for 15450. Was planning to get one and put my name on waitlist. Not sure now


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[macrowatch]

Does anyone have the pre and post prices of the base CODE 1159?

[NYG1121]

There is no way you can tell me that the 15450 price increase of nearly 15% is justified. I bet people on "waitlists" for this one will be getting a lot of calls soon and I bet a lot of people will pass because 16k vs nearly 20k is a totally different mental threshold.

[Jacobson]

Originally Posted by NYG1121

There is no way you can tell me that the 15450 price increase of nearly 15% is justified. I bet people on "waitlists" for this one will be getting a lot of calls soon and I bet a lot of people will pass because 16k vs nearly 20k is a totally different mental threshold.

I agree.

The 450 has a 17% increase here in the UK, that's on top of the 10% or so we had just a few months ago.

£18,900 GBP (inc. 20% VAT).
That's $24750 USD (with VAT) or $20625 USD (without VAT).

Price increase based on increased popularity and demand.

[GS93108]

AP's UK price increase a few months ago was most likely due to a re-balancing of the GBP to the CHF. To be honest, it was to be expected, as are other price 'balancing' changes for other currencies when compared to the CHF.

It would seem that the latest round of price increases are somewhat global and thus an 'inflation' price increase by AP or simply their prerogative to position their product pricing at a rate that the market will stand.

Price balancing of CHF to global is fine by me, we live in a global economy and that's a consequence.

Price increases for inflation purposes is again something that we should expect.

Price increased on an adhoc basis to capitalise on the market isn't something that I'd have thought was coming, but if that's the reasoning behind it then so be it.

From my perspective, I have a 15407 on order and a 'wish' for another item. The 15407 has just had an increase of nearly 20% in the UK, but I'll still be grateful when it arrives, as my only other option is to pay nearly 40% more than the new price list by going grey.

Frankly, these price increases are a first world problem. The price is the price, take it or leave it. Current owners will be happy as their watches have instantly appreciated, where as new purchasers are the ones actually being 'hit'.

All in all, ho hum and on we go.