Now, you know, Audemars Piguet, or AP as folks like to call it, it’s a fancy watchmaker from way over in Switzerland. They started all the way back in 1875, and got their proper name, Audemars Piguet & Cie, in 1881. The two men behind it, Jules Louis Audemars and Edward Auguste Piguet, they weren’t strangers. They knew each other when they were young, but it wasn’t until later that they came together to start this whole watch business. They set up shop in a little village called Le Brassus, right in the Vallée de Joux, which is real quiet and pretty, up in the mountains of Switzerland. You’d never guess from the calm surroundings that they’d go on to make some of the most expensive and well-known watches in the world.
Well, let me tell you, these folks didn’t just make any old watch. They made the world’s first wristwatch with a minute-repeating movement back in 1892. That’s like when they took a regular wristwatch and made it so that it could chime the minutes, a real fancy thing back in the day. They did this for a man named Louis Brandt, who was the founder of Omega, another big name in the watch world. And the Omega company, they used the movement to make their own minute-repeating wristwatch. Just think about that—back then, these watches were as high-tech as it got!
Now, if we fast forward to today, Audemars Piguet is still going strong. They’re not like Rolex, making millions of watches every year. Oh no, AP likes to keep it small, only making a few watches each year. And because of that, their watches are rarer, and that makes them even more expensive. Some of the models they make, especially the ones with complicated movements or the limited-edition pieces, well, they cost a pretty penny. But folks who can afford them, they’ll tell you it’s worth every cent. The brand has become part of the ‘Big Four’ of independent Swiss watchmakers, alongside Rolex, Patek Philippe, and Richard Mille. And in 2023, they even grew their revenue by 2%, reaching a whopping 2.35 billion Swiss Francs, or about 2.7 billion US dollars, according to some fancy financial folks at Morgan Stanley.
Audemars Piguet has always been a bit of a family affair, even though they’ve got big money now. It’s still a private company, which means they’re not like some of the big public ones where everyone’s looking at their books. AP still makes its watches by hand, with a lot of care and attention to detail. They’ve got a few different collections, like the Royal Oak, which is probably their most famous, and the Royal Oak Offshore, and even a newer one called the Code 11.59. Each of these models has its own little special thing, whether it’s the design or the movement inside, and folks love ‘em for that.
And don’t forget, over the years, they’ve had their fair share of tricky moments. There’s always been talk about how expensive they are and whether they’re worth it. But when you look at the quality and history behind each watch, it’s no surprise that the brand has stood the test of time. They’ve always been a little bit ahead of the game, creating new designs and pushing the boundaries of what a watch can be.
So, when we talk about the yearly turnover, I reckon we can just look at the numbers for 2023. They’ve hit 2.35 billion Swiss Francs, and it’s clear they’re doing better every year. They’re not just sitting back and relaxing. They’re constantly pushing to make sure their watches stay in demand, and they’re keeping a tight hold on that luxury market. When you make watches like Audemars Piguet, you don’t need to make a lot of ‘em—just make sure they’re the best, and the people who want ‘em will find you.
Now, I don’t know much about fancy watches myself, but I can tell you this: if you’ve got an Audemars Piguet on your wrist, you’re wearing something special. The folks at AP have been making timepieces for nearly 150 years, and they’ve earned their place among the finest watchmakers in the world. So, if you ever get a chance to see one up close, you’ll know you’re looking at more than just a watch. It’s a piece of history, made with a whole lot of love and a whole lot of know-how.
Tags：[Audemars Piguet, Swiss watches, luxury watches, watchmaking history, Royal Oak, Swiss craftsmanship, luxury watch brands, high-end watches, AP turnover, Audemars Piguet revenue]
