Audemars Piguet. Independence, stability and managed growth. So it was with the famous octahedron Royal Oak

Audemars Piguet


So it was with the famous octahedron Royal Oak, which in various forms can be found in the collections of most companies. So it was with a combination of “red gold – rubber,” which became today the trend. Even two years ago featured a new descent was not just a collectible toy.

The first lots of hours with this descent has successfully passed all tests and put on the market. And in the coming years they will be equipped with most models of Audemars Piguet. CEO, Georges-Henri Meylan says Audemars Piguet plans to drop the prices of these mechanisms to normal levels with the increasing production.

So to the submitted this year, Royal Oak Carbon Concept Tourbillon and Chronograph should look more closely, especially as it opens a new direction in watchmaking. The title of the lightest in the world hours of fully paying off the first time not only housing but also the mechanism of platinum are made of carbon – almost weightless, yet very strong material.

Some bridges are made of a special mechanism for aluminum-based alloy, and the most subject to wear to the shell, such as the bezel, buttons and crown, – Ceramics. An interesting design solutions that will certainly be picked up by other manufacturers, steel line and a pointer to the counter minutes of the crown (plant – adjustment of time – “neutral”), located at the bottom of the dial. Do not be surprised if the green aluminum bridges in combination with carbon black will be the hit of the season 2009.

Audemars Piguet – one of those companies, which faithfully keep its independence and autonomy and to this day belongs to the descendants of its founders – Jasmine Odemar and Paulette Piguet.

True independence is impossible without the proper mechanisms. And Audemars Piguet, in addition to assembly and manufacture of exclusive models, release mechanisms for the greater part of their production hours, as well as for other brands – for example, Chanel. Since the early 2000s, the company invests heavily in production.

Now most of the hour mark is equipped with its own caliber AR3120.

This ultra-thin automatic movement has been developed based on one of the most common calibers Jaeger-LeCoultre.

Unlike most of the newly manufactures, Audemars Piguet to consider it their duty not only to gather mechanism, and have a truly complete production cycle. “What’s the point in its own mechanism, if most of the parts for it have to be purchased from suppliers? – Explains Meylan. – We want to make an in-house from us is produced parts. ”

In 2008, planned expansion of production facilities in Le Brasus, the total area plant is expected to increase by half. Perhaps, then, be able to fulfill the dream of Meylan and equip its “engine” of all the hours with the logo of Audemars Piguet. In the meantime, it is not possible.

Demand is growing so fast that production does not have time to adjust to changing orders. The number of hours produced increased from 16 500 in 2000 to 27 400 units in the past, has tweaked the circulation from 160 to 530 million francs. To explain these figures only a general increase in interest to the clock can not: key indicators of the company are growing much faster than the market as a whole.

Audemars Piguet
The most successful was in 2007, for which the company made more than 30-percent jump in revenue. The average price of Audemars Piguet watches over the years has more than doubled, reflecting the increase in the proportion of complex models in stock. Audemars Piguet for now accounts for approximately 3% of the proceeds of the Swiss chasproma – perhaps the industry will get more than a dozen companies such trafficking.

However, due to the unstable world economic situation, experts expect a drop in demand for watches. Stagnation in major markets forces managers to watch companies to revise the strategy. This year, the main aim of Audemars Piguet announced a “managed growth.” It is planned that in the near future it will be about 8% per year. And the main effort will be made not to develop and capture new markets and to ensure long term sustainability of the company.

His popularity has earned Audemars Piguet create complicated watches – such as, for example, the world’s smallest repeater mechanism in 1891. But today the face of the brand is Royal Oak. This model can be called the first clock-style “sports, plus glamor.”At this incredibly popular in many countries, collection accounts for 75% of sales. Such dependence on a single model is fraught with danger (an increase in the market of “clones» Royal Oak), and the company has decided to strengthen the other lines, first of all – a classic and feminine collection.

As a result – the release of the 2007 models, Millenary, showing good sales. Presented at the SIHH-2008 were in the news again, female models, they will also be devoted to the campaign. By 2010, the share of Royal Oak to be reduced to 62%.

To reduce the dependence on the situation in the country and distributors in all major markets the company aims to work independently. This year, there were offices in Russia and China (13th and 14th in a row).

The next stage will develop a network of boutiques, the company usually provides in conjunction with any of the local partners. Most of them are located in Asia, Dubai, Kuwait City, Singapore, Kuala Lumpur, Hong Kong and Tokyo. This region, experts predict that promises maximum sales. Asian orientation can be traced in the development of the web site: In the second half of the traditional English and French versions will be added to sections of the Japanese and Chinese.

Interesting fact: at the end of the last century, Audemars Piguet for a couple of InvestCorp owned major stakes in several well-known and respected watch brands today.

The Company sold these assets to free up additional resources for further development. Looking at the successes of today once belonged to their brands; owners of Audemars Piguet sometimes expressed regret that in his time have parted ways with such interesting names. But the correctness of the step in terms of basic values of the company – the independence and autonomy – and proved time and brilliant results achieved in recent years.

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