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Old 18 December 2020, 10:56 AM   #1
OH2004
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AP price increase again?

Everything on the US site is in CHF and when you convert it to USD, it's like another 7% increase in price. Any thoughts?
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Old 18 December 2020, 12:27 PM   #2
tuan2195
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I know the devaluation of the dollar was gonna catch up to us sooner or later, just didn't think it was this soon. I was hoping to get a 15450ST for next year, but it is now 22k instead of 20.7k. At that price I might as well look for an used ROC 39mm.
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Old 18 December 2020, 01:25 PM   #3
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Rumor is on Jan 2021.
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Old 18 December 2020, 02:12 PM   #4
Lkdub24
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Rumor is on Jan 2021.
What I have heard as well...
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Old 18 December 2020, 03:54 PM   #5
AshAP
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It’s happening in the UK too on 1st Jan.


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Old 18 December 2020, 06:00 PM   #6
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Looks like CHF price increase has already happened looking at the website. HKD price have not changed yet but converting the CHF to HKD it looks like there will be a 7-12% increase.
Biggest increase I see is the Code Chrono at 12%, which to be fair, makes sense given other brands' in-house flyback chronos are still priced higher. But still, AP putting through a double digit increase on even the Code line is......
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Old 19 December 2020, 10:15 AM   #7
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Looks like CHF price increase has already happened looking at the website. HKD price have not changed yet but converting the CHF to HKD it looks like there will be a 7-12% increase.
Biggest increase I see is the Code Chrono at 12%, which to be fair, makes sense given other brands' in-house flyback chronos are still priced higher. But still, AP putting through a double digit increase on even the Code line is......
Must be running the RM playbook. If it doesn’t sell, problem must be price isn’t high enough. If high enough, then demand will kick in!
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Old 19 December 2020, 10:30 AM   #8
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Must be running the RM playbook. If it doesn’t sell, problem must be price isn’t high enough. If high enough, then demand will kick in!
lol in 2022 the code chrono will be price at $100k if they keep going at this rate. Just like RM pricing.
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Old 19 December 2020, 10:47 AM   #9
supernova
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The USD prices still showing normal for me?


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Old 19 December 2020, 02:01 PM   #10
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Didn't they just raise US prices in November?
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Old 19 December 2020, 02:04 PM   #11
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Yup, end of November 2020: https://www.rolexforums.com/showthread.php?t=777206

So, barely 1 month later, AP is justifying a second price increase?

That makes no sense given that Swiss Watch exports are still down (albeit recovering).
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Old 19 December 2020, 02:06 PM   #12
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lol in 2022 the code chrono will be price at $100k if they keep going at this rate. Just like RM pricing.
Indeed.

What is this absurdity?

RM price increase also coming in the New Year, but I've long given up on RM and their absurd increases.

To see AP follow suit would be distressing and disappointing.

Again, AP literally just raised prices 7-10% in the US at the end of November 2020 (that would be *this* year, by the way, less than 19 days ago).

Another increase on 1/1/21 would be stupidity.

But, perhaps stupidity is what runs the world and the companies in it, these days. (Not how I try to run mine.)
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Old 19 December 2020, 02:45 PM   #13
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US dollar inflation. I hope for those clients had deposits locked in will not get the call to send in second payment
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Old 19 December 2020, 02:49 PM   #14
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US Dollar inflation is not the reason. The last price increase was less than a month ago. And if other currencies including CHF are experiencing a price increase then blaming the USD is not the answer.

Can we stop blaming the USD for everything, please?
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Old 19 December 2020, 03:12 PM   #15
kimwizzzuuu
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There’s still a 5% gap between retail price on CHF and USD.
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Old 19 December 2020, 03:28 PM   #16
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There’s still a 5% gap between retail price on CHF and USD.
I know. It's also worth noting that CHF pricing always includes VAT, which doesn't always translate perfectly into USD pricing for timepieces priced regionally (only >100k CHF timepieces are priced exclusively in CHF and then converted at current market rates at time of purchase).
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Old 19 December 2020, 03:35 PM   #17
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US dollar inflation. I hope for those clients had deposits locked in will not get the call to send in second payment

A deposit on a watch doesn’t stop a price increase unfortunately.


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Old 19 December 2020, 03:47 PM   #18
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How long ago was their PM decrease of 30%........
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Old 19 December 2020, 04:55 PM   #19
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AP are on the aggressive end of price rises. Most manufacturers are doing it to a greater or lesser degree. Milking the current market and grabbing a slice of the grey market pie.

I don't blame them - I would too. Just like we would be asking for discounts in a soft market.
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Old 19 December 2020, 05:24 PM   #20
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It’s happening in the UK too on 1st Jan.


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Do you know what they are going up by Ash?
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Old 19 December 2020, 05:29 PM   #21
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Do you know what they are going up by Ash?

A friend of mine has just bought and paid for a Royal Oak Chrono at £26000 from AP House in London. He had a very good reason to want to pay for the watch in January (other than not being able to afford it now) but was told it would cost £2000 more in January due to the imminent price increase. So maybe 8%?


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Old 19 December 2020, 05:37 PM   #22
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A friend of mine has just bought and paid for a Royal Oak Chrono at £26000 from AP House in London. He had a very good reason to want to pay for the watch in January (other than not being able to afford it now) but was told it would cost £2000 more in January due to the imminent price increase. So maybe 8%?
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That makes sense as it’s quite an increase. When I bought my VC overseas in April it was a couple of days before the increase (17k something to 19k from memory).
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Old 19 December 2020, 05:48 PM   #23
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Rumors also here in Italy about 5% increase on 1st January. It would be third increase in 1 year time
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Old 19 December 2020, 09:38 PM   #24
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so how many % did the price incease from Nov 2019 till now?
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Old 19 December 2020, 10:39 PM   #25
RODODD
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so how many % did the price incease from Nov 2019 till now?
From 17.000eur (when I ordered it), paid 21.200 eur one month ago, let's see if it will change once more next January
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Old 19 December 2020, 11:16 PM   #26
VogelPhoenix
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If true, that's an interesting and somewhat bold strategy by AP. Clearly they figure, and probably correctly so, that disposable income at the top end of the scale is increasing much faster than middle class salaries or inflation. I'm curious if above-MSRP grey market prices will follow MSRP proportionally, or if the gap closes/inverts (and if in the latter case demand remains strong).
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Old 20 December 2020, 12:04 AM   #27
Tanvo
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From 17.000eur (when I ordered it), paid 21.200 eur one month ago, let's see if it will change once more next January
Filthy price increase.
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Old 20 December 2020, 01:38 AM   #28
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so how many % did the price incease from Nov 2019 till now?
it depends on the watch. some got more some got less. for example the 15450 had a 20% increase this past january while other models had ~10%
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Old 20 December 2020, 02:29 AM   #29
chadwick4eva
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I know the devaluation of the dollar was gonna catch up to us sooner or later, just didn't think it was this soon. I was hoping to get a 15450ST for next year, but it is now 22k instead of 20.7k. At that price I might as well look for an used ROC 39mm.
It isn't the devaluation of the dollar- it's supply and demand for the entire Royal Oak line. Why let gray dealers capture some of the money that you could be making for yourself instead?
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Old 20 December 2020, 02:29 AM   #30
Lindhuirst
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Can anyone walk me through all increases since dec 31 2018?

How many are we talking? 5,6? (Close to 100%?)

World be interesting to see Numbers on say a 154/500 or 26331ST
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