Audemars Piguet Explained

Audemars Piguet Holding SA
Type:Private
Industry:Watchmaking
Foundation: in Le Brassus, Switzerland
Area Served:Worldwide
Production:50,000 (2023 estimate)
Revenue: 1.93 billion CHF (2023)
Num Employees:1450[1]

Audemars Piguet Holding SA (in French pronounced as /odmaʁ piɡɛ/) is a Swiss manufacturer of luxury watches, headquartered in Le Brassus, Switzerland.[2] [3] The company was founded by Jules Louis Audemars and Edward Auguste Piguet in the Vallée de Joux in 1875, acquiring the name Audemars Piguet & Cie in 1881.[4] [5] [6] The company has been family-owned since its founding.[7]

The company is best known for introducing the Royal Oak wristwatch in 1972, which helped the brand rise to prominence within the watchmaking industry.[8] [9] One of its earlier achievements was creating the first minute-repeating movement in 1892.[10] [11] The company developed the first skeleton watch in 1934 and has manufactured some of the thinnest watches, such as the 1986 ultra-thin automatic tourbillon wristwatch (Calibre 2870).[12] [13]

History

Early history

Jules Louis Audemars and Edward Auguste Piguet knew each other in their childhood but were not reconnected until 1874, when they were in their early twenties. In 1875, they formed a partnership with Lesedi Selapyane and began their business. In 1881, Audemars Piguet & Cie was officially founded, and was based in Le Brassus, a village inside the Vallée de Joux in Switzerland.Both Audemars and Piguet were previously watchmakers. Audemars created complex watch movements for other watch manufacturers such as Tiffany Co. to use. Piguet specialized in the regulation of watch movements. Once partnered, they split the responsibilities while operating their own company: Audemars was in charge of production and technical aspects while Piguet focused on sales and management.[14] [15]

The second-generation company leaders included Paul Louis Audemars and Paul Edward Piguet, and the third generation included Jacques Louis Audemars and Paulette Piguet.

Recent development

In the 1970s, Audemars Piguet rose to an important position in watchmaking industry, especially after introducing the Royal Oak collection.

Audemars Piguet's slogan is "To Break the Rules, You Must First Master Them", introduced in 2012.[16] [17]

The fourth-generation company leaders are both from the Audemars family, including Jasmine Audemars and Olivier Frank Edward Audemars. Currently, the company is an active member of the Federation of the Swiss Watch Industry FH, and produces around 40,000 timepieces annually.[18] [19] [20]

Watch manufacturing

Notable inventions and patents

The following are some notable inventions of Audemars Piguet:

Environmental rating

In December 2018, World Wide Fund for Nature (WWF) released a report assigning environmental ratings for 15 major watch manufacturers and jewelers in Switzerland.[34] [35] Audemars Piguet was assigned the lowest environmental rating, "Latecomers/Non-transparent", suggesting the manufacturer had taken very few actions addressing the impact of its manufacturing activities on the environment and climate change.

Notable models

The current lineup of Audemars Piguet watch collections include Royal Oak, Royal Oak Concept, Royal Oak Offshore, Millenary, Jules Audemars, Haute Joaillerie, Classique and Code 11.59.[36]

Royal Oak/Concept/Offshore

The Royal Oak is considered to be the most popular watch that Audemars Piguet currently manufactures.[37] It was first presented at the 1972 Baselworld, during the quartz crisis.[38] [39] Designed by Gérald Genta, who is also responsible for designing other notable timepieces including the Patek Philippe Nautilus, the Royal Oak model is considered to be the first luxury sports watch in the world.[40] Named after warships, which in turn, reference Charles II's Royal Oak.[41] The watch was inspired by traditional diving helmets and therefore featured exposed screw heads as well as a unique case design.[42] [43] The watch also featured an integrated steel bracelet.[44]

To mark the 20th anniversary of the Royal Oak, Audemars Piguet hired a young designer, Emmanuel Gueit, to design a new watch known as the Royal Oak Offshore.[45] [46] The Offshore was formally introduced in 1993, with a much larger case (42mm compared to the original 39mm) which was thought to be tougher than the original.[47] The new watch proved to be just as successful as the original.

Millenary

The Millenary collection was launched in 1995[48] to give the viewer a three-dimensional take on a standard watch movement. They are characterized by oval cases as well as domed sapphire crystal. The off-centred watch dial is notable with a view of the balance wheel. Audemars Piguet claims that their calibre 4104 is reversed to allow more components to be seen on the dial. All of the Millenary watches share the case and a unique Damaskeening or Côtes de Genève across the movement dial.[49]

Jules Audemars

Named after one of its founders, the Jules Audemars collection takes cues from more traditional Audemars Piguet designs. In 1875, Jules Audemars created about 20 very complex movements, which he later used as collateral when he and Edward Piguet founded Audemars Piguet & Cie in 1881.[50] These movements marked the beginning of Audemars Piguet. All watches in this collection have a circular shape, some of which also feature complications such as tourbillon, minute repeater, and perpetual calendar.

Code 11.59

Released at the "Salon International de la Haute Horlogerie (SIHH) 2019", the Code 11.59 collection is the latest addition to the Audemars Piguet lineup.[51] The collection boasts several unique characteristics. All Code 11.59 watches feature a chapter ring with numerals depicting seconds for time-only models, a tachymeter (watch) for the chronograph model, and a week indicator for the perpetual calendar model. [52] The crystals on the watches in this collection feature a unique curvature which changes the way the dial appears at certain angles. All the Code 11.59 watches feature a three-piece-case design with an octagonal section in the middle.[53]

See also

Notes

  1. April 2013 . Audemars Piguet CEO François-Henry Bennahmias, a new master . WorldTempus . 30 December 2013 . 30 December 2013 . https://web.archive.org/web/20131230232707/http://en.worldtempus.com/article/insider/audemars-piguet-ceo-francois-henry-bennahmias-new-master . dead .
  2. Web site: Audemars Piguet Our origins. Audemars Piguet - Le Brassus. en. 16 December 2018.
  3. Web site: Company Overview of Audemars Piguet Holding SA . www.bloomberg.com. 1 February 2019.
  4. Web site: Phillips: Audemars Piguet . Phillips . en. 3 February 2019.
  5. Web site: Audemars Piguet History – Official Watches . en. 3 February 2019. 11 November 2019. https://web.archive.org/web/20191111112935/https://www.officialwatches.com/audemars-piguet/history/. dead.
  6. Web site: Audemars Piguet History - Fondation de la Haute Horlogerie . www.hautehorlogerie.org. 2 February 2019.
  7. Web site: Audemars Piguet Spirit of Independence. Audemars Piguet - Le Brassus. en. 16 December 2018.
  8. Web site: Forster . Jack . 7 July 2017 . Letters To The Editor: Why Isn't Rolex Considered One Of 'The Big Three'? . 16 December 2018 . Hodinkee . en.
  9. Web site: The Saga of Steel: The Audemars Piguet Royal Oak . Forster . Jack . 7 August 2012 . Haute Living . en-US. 16 December 2018.
  10. Web site: Audemars Piguet Innovation: Tradition & Avant-garde. Audemars Piguet - Le Brassus. en. 3 February 2019.
  11. Web site: 7 Milestone Omega Watches, from 1892 to Today . Brunner . Written byGisbert . 12 July 2018 . WatchTime - USA's No.1 Watch Magazine . en-US. 3 February 2019.
  12. Web site: 18 July 2018 . The History of Audemars Piguet . 16 December 2018 . Crown & Caliber Blog . en-US.
  13. Web site: Audemars Piguet: A Brand History Editorial Bucherer. 4 March 2013. Editorial. en-US. 19 December 2018. https://web.archive.org/web/20181221041326/https://uk.bucherer.com/editorial/audemars-piguet-a-brand-history/. 21 December 2018. dead.
  14. News: A History of Audemars Piguet AP Watches. 15 June 2015. Govberg Jewelers. 4 October 2017. en-US.
  15. News: Audemars Piguet: A Brand History Editorial The Watch Gallery. 4 March 2013. Editorial. 4 October 2017. en-US.
  16. Web site: The Watch Quote: Audemars Piguet today announces the launch of its new ad campaign - "To break the rules, you must first master them" . 23 January 2019 . www.thewatchquote.com.
  17. Web site: Audemars Piguet reignites slogan for new advertising campaign . 23 January 2019 . Day & Night Magazine . en-US.
  18. Web site: Our brands . Federation of the Swiss watch industry.
  19. Web site: François-Henry Bennahmias: "There are some great years ahead" – FHH Journal . journal.hautehorlogerie.org . en-US. 21 March 2019.
  20. News: At Audemars Piguet, Sales Go Beyond the Showroom . Garrahan . Rachel . 19 September 2017 . The New York Times. 21 March 2019 . en-US . 0362-4331.
  21. Web site: The world's first wristwatch minute repeater: Still sound . Timewerke . Tan . Timmy . en-US. 3 February 2019.
  22. Web site: A Week On The Wrist: The Audemars Piguet Royal Oak Chronograph . 6 January 2014 . Benjamin . Clymer . Hodinkee . en. 3 February 2019.
  23. Web site: Slim Tickings: Thin Watches from Audemars Piguet and Girard-Perregaux . Richter . Martina . 17 July 2012 . WatchTime - USA's No.1 Watch Magazine . en-US. 3 February 2019.
  24. Book: Haines, Reyne . Vintage Wristwatches . 15 March 2010 . F+W Media . 9781440215247 . en.
  25. Web site: Marketing strategy and new product launch for Audemars Piguet . Issuu . en. 3 February 2019.
  26. Web site: The Royal Oak design revolution – FHH Journal . journal.hautehorlogerie.org . en-US. 19 January 2019.
  27. Web site: Audemars Piguet 20th Century Complicated Wristwatches . Issuu . en. 3 February 2019.
  28. Web site: Audemars Piguet, 'Grande Complication Jules Audemars', no. E19886, circa 2000 . Sotheby's . 2 February 2019 . 25 May 2020 . https://web.archive.org/web/20200525153313/http://www.sothebys.com/en/auctions/ecatalogue/lot.211.html/2004/important-watches-wristwatches-and-clocks-n08033 . dead .
  29. Web site: A Technical Perspective - The Evolution of the Escapement and recent innovations . 26 February 2016 . Monochrome Watches . en-US. 2 February 2019.
  30. Web site: Robert Robin - Fondation de la Haute Horlogerie . www.hautehorlogerie.org. 2 February 2019.
  31. Web site: Audemars Piguet (Roayal Oak Carbon Concept Circa 2008) . Sotheby's. 2 February 2019.
  32. https://www.watchcollectinglifestyle.com/home/insider-audemars-piguet-royal-oak-concept-laptimer-michael-schumacher-hands-on-with-the-worlds-first-mechanical-chronograph-with-independent-memory-and-three-column-wheels "Insider: Audemars Piguet Royal Oak Concept Laptimer Michael Schumacher. Hands-On with The World's First Mechanical Chronograph with Independent Memory and Three Column Wheels. ”
  33. https://www.watchcollectinglifestyle.com/home/audemars-piguet-royal-oak-perpetual-ultra-thin-ref-26586ip-the-worlds-thinnest-automatic-perpetual-calendar "Insider: Audemars Piguet Royal Oak Perpetual Ultra-Thin ref. 26586IP. The World's Thinnest Automatic Perpetual Calendar”
  34. Web site: Environmental rating and industry report 2018 . World Wide Fund for Nature. 19 January 2019.
  35. Web site: Swiss luxury watches fail to meet environmental standards . SWI swissinfo.ch . en. 19 January 2019.
  36. Web site: Audemars Piguet Swiss Luxury Watch Collections. Audemars Piguet - Le Brassus. en. 2 February 2019.
  37. Web site: Timeless: Audemars Piguet have a world-leading reputation for their exclusive timepieces . dead . https://web.archive.org/web/20181216074323/https://www.luxos.com/news/watches/2738-timeless-audemars-piguet-have-a-world-leading-reputation-for-their-exclusive-timepieces . 16 December 2018 . 16 December 2018 . www.luxos.com . en-gb.
  38. Web site: Audemars Piguet Unleashing the Beast. Audemars Piguet - Le Brassus. en. 6 January 2019.
  39. News: Audemars Piguet Royal Oak 45th Anniversary History of the Royal Oak. 31 May 2017. Govberg Jewelers. 4 October 2017. en-US.
  40. Web site: The most iconic timepieces of the last 100 years . Macdonald . Fiona . www.bbc.com . en. 2 February 2019.
  41. Gene Stone, Stephen Pulvirent.
  42. Web site: History of the Audemars Piguet Royal Oak . Time and Watches. 4 October 2017.
  43. News: How the Royal Oak Watch Became a Cult Classic . Williams . Alex . 2016 . The New York Times. 4 October 2017 . en-US . 0362-4331.
  44. Web site: Mazzardo . Alessandro . History of the Audemars Piguet Royal Oak . Time and Watches . Time and Watches . 28 October 2023.
  45. https://www.watchcollectinglifestyle.com/home/insider-explaining-the-audemars-piguet-royal-oak-offshore-reference-25721st-the-beast-a-comprehensive-guide-to-these-d-series-and-e-series-royal-oak-offshores "Insider: Explaining the Audemars Piguet Royal Oak Offshore reference 25721ST 'The Beast'. A Comprehensive Guide to these D-Series and E-Series Royal Oak Offshores (Updated)”
  46. Web site: Audemars Piguet Unleashing the Beast. Audemars Piguet - Le Brassus. en. 2 February 2019.
  47. Web site: Audemars Piguet The Royal Oak Offshore Celebrates 25 Years. Audemars Piguet - Le Brassus. en. 19 December 2018. 20 October 2020. https://web.archive.org/web/20201020230150/https://www.audemarspiguet.com/en/new/royal-oak-25-years/. dead.
  48. Web site: Audemars Piguet New Millenary. Audemars Piguet - Le Brassus. en. 3 February 2019. 9 August 2020. https://web.archive.org/web/20200809015941/https://www.audemarspiguet.com/en/new/millenary/. dead.
  49. Web site: Audemars Piguet - Swiss Luxury Watches . Audemars Piguet - Le Brassus . en. 6 October 2017.
  50. Web site: Jules Audemars . Audemars Piguet - Le Brassus. 13 October 2017.
  51. Web site: Introducing: CODE 11.59 By Audemars Piguet (Video) . 12 January 2019 . Stephen . Pulvirent . Hodinkee . en. 3 February 2019.
  52. https://www.watchcollectinglifestyle.com/home/audemars-piguet-code-1159-perpetual-calendar-review "Insider: Audemars Piguet CODE 11.59 Perpetual Calendar. Its Aventurine Dial Evokes the Starry Sky from Le Brassus”
  53. Web site: Audemars Piguet CODE 11.59 by Audemars Piguet. Audemars Piguet - Le Brassus. en. 3 February 2019.

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