Yes, Augemars Piguet (AP) watches may be a good investment for re-sellers in the market today, especially if you’ve kept ahold of your AP over the past couple of years. However, prices have dropped a massive 19% across all Swiss watchmakers in the past year.

According to Chronext, the price of the very popular Royal Oak Jumbo Extra Thin model since October 2020 had increased to 376% over retail price when compared to the same watch in October of 2021. But with recent reports from Bloomberg reporting a 19% drop in prices, this can be both good and bad news for new investors. 

A drop in prices can be a great starting point for those just getting into the game with prices currently dropping. However, if you’ve been sitting on your AP for a couple of years now, you might want to hold on a bit longer or evaluate the market to see if you’re happy selling at the current trading price.

Overview of the Audemars Piguet Brand

You're about to dive into the world of Audemars Piguet, a prestigious Swiss watchmaker that's renowned for its enduring quality and innovative designs. Since its inception in 1875, Audemars Piguet has positioned itself as a leading brand in the world of horology. It has a reputation for pushing the boundaries of watchmaking. Its craftsmanship is second to none, with every piece being a testament to the watchmaker's dedication to precision, quality, and intricate detailing.

With iconic models like the Royal Oak and the Royal Oak Offshore, Audemars Piguet watches are not just timepieces, they're heritage pieces that embody the brand's spirit of excellence and innovation.

As an investor, it's essential to understand the market performance of an Audemars Piguet timepiece. The brand's watches are considered a status symbol and are sought after by collectors and watch enthusiasts around the world. This high demand, coupled with the brand's limited production, creates an environment where the value of an Audemars Piguet watch can potentially increase over time. Market trends indicate a healthy appreciation for these timepieces, especially for rare and limited-edition models.

The world of luxury watch investment is not without its risks, but brands like Audemars Piguet offer a sense of security. The brand's commitment to quality, its illustrious history, and its strong market performance make it an attractive investment proposition. But remember, investing in Audemars Piguet is not just about financial returns. It's about owning a piece of horological history, a work of art that signifies your taste for the finer things in life. It's about the sense of pride and satisfaction you feel when you look at your wrist and see a timepiece that represents the pinnacle of Swiss watchmaking.

Understanding Watch Investments

Navigating the luxury watch market, particularly in the UK, requires a keen understanding of the factors that influence a watch's value.

From the brand's reputation to the rarity of the model, numerous elements come into play when assessing a potential investment.

As you delve deeper into this fascinating world, you'll gain a comprehensive understanding of the market trends that drive the value of these exquisite timepieces.

Factors that Affect Watch Value

Several factors can dramatically influence the value of a watch, such as its brand heritage, rarity, condition, and demand in the market. The brand's reputation and history play a massive role in determining the value of a timepiece. A well-established brand like Audemars Piguet - with a rich and celebrated heritage - naturally enhances the value of its watches.

The rarity of a watch, whether due to limited production or being a discontinued model, can also increase its worth. Similarly, the condition of the watch is essential; a well-maintained, damage-free watch will undoubtedly fetch a higher price than one in poor condition. Furthermore, market demand greatly influences a watch's value. If a specific model or brand is trending or highly sought after, its price will likely rise.

Understanding these factors can help you make a wise investment decision. Let's delve deeper into these elements:

• Brand Heritage: Audemars Piguet boasts of a rich history dating back to 1875. The brand's commitment to innovation and craftsmanship has helped it secure a prestigious place in the luxury watch market. Owning an Audemars Piguet watch not only symbolises opulence but also a deep appreciation for horological artistry.
• Rarity: Limited edition or discontinued Audemars Piguet models are often perceived as more valuable. These models are not only desirable for their exclusivity but also for their potential to appreciate in value over time.
• Demand: The demand for Audemars Piguet watches is consistently high. This constant demand, coupled with the brand's reputation, makes their timepieces a potentially profitable investment.

Remember, investing in luxury watches like Audemars Piguet is not just about financial gain. It's also about being part of a select group of individuals who appreciate the intricacy, precision, and beauty of these exquisite timepieces. After all, a watch is more than just a timekeeping device; it's a statement of personal style and a testament to the timeless allure of expert craftsmanship.

The Market for Luxury Watches in the UK

Feeling the weight of a luxury watch on your wrist, feeling the craftsmanship, the history, the prestige — it's an experience like no other. And in the bustling second-hand watch markets of Britain, it's an experience more people are looking.

In the UK, the premium watch market is projected to boom, driven by a growing appreciation for the exquisite craftsmanship and timeless value of high-end timepieces like Audemars Piguet. The appreciation for these masterpieces isn't just about aesthetics or fashion, but a deeper understanding of the impressive engineering and intricate detailing that goes into each piece. This growing demand is coupled with a limited supply, as the production of these watches involves a lengthy and meticulous process, further enhancing their desirability and value.

Financial Performance of Audemars Piguet Watches

You'll be intrigued to know that Audemars Piguet watches have shown impressive financial performance over the years. Their high-end timepieces have not only maintained their value but in many cases, appreciated over time.

This value appreciation is driven by a combination of factors including the brand's reputation for craftsmanship, limited production runs, and the growing demand for luxury watches.

Here are three compelling reasons why Audemars Piguet watches can be a solid investment:

1. Limited Production: Audemars Piguet maintains a policy of producing a limited number of watches each year. This controlled production ensures the exclusivity of their watches, which in turn, bolsters their value in the resale market.
2. Exemplary Craftsmanship: The brand is renowned for its craftsmanship and innovation in watchmaking. Each Audemars Piguet watch is a testament to this commitment, featuring intricate detailing and superior quality that stands the test of time.
3. Strong Secondary Market: The secondary market for Audemars Piguet watches is robust and active. These watches retain, and often increase in value over time, providing a solid return on investment for watch aficionados and investors alike.

As an investor, you're not just buying a watch; you're buying into a legacy of excellence and a community of discerning individuals who appreciate the finer things in life. The allure of owning an Audemars Piguet isn't just about the potential financial returns. It's about the sense of belonging to an exclusive club, the satisfaction of owning a piece of horological art, and the thrill of acquiring a tangible asset that appreciates in value.

So, while an Audemars Piguet watch can certainly be a smart investment from a financial standpoint, the true value lies in the emotional returns it offers. A sense of pride, status, and identity that money simply can't buy.

This is the hidden beauty of investing in Audemars Piguet watches.

Comparison with Other Luxury Watch Brands

Having explored the financial performance of Audemars Piguet watches, you've already gained valuable insights into the investment potential of this luxury brand. Yet, to make an enlightened investment decision, it's crucial to widen your perspective and consider its standing among other luxury watch brands.

The watch industry, much like the art world, is a marketplace defined by prestige and exclusivity, and comparing Audemars Piguet to its peers will give us a fuller picture.

So let's dive into the world of high-end timepieces, where Audemars Piguet rubs shoulders with the likes of Rolex, Patek Philippe, and Vacheron Constantin. Each of these brands is a titan in its own right, yet each offers a unique proposition for the discerning investor.

Rolex, for instance, is renowned for its robust value retention, while Patek Philippe watches are known for their sheer rarity and the astronomical prices they attain at auctions. Vacheron Constantin, on the other hand, is appreciated for its exquisite craftsmanship and design.

While Audemars Piguet has its signature Royal Oak and Royal Oak Offshore collections that have gained a cult following among watch enthusiasts, its limited editions and rare pieces also command a high premium in the secondary market, similar to Patek Philippe.

By now, you've probably realised that the investment value of a luxury watch isn't just about the brand itself. It's also about the unique attributes of the specific models, their rarity, and the emotional connection they evoke. Just like a Rolex Submariner might be a symbol of adventure and exploration, the Audemars Piguet Royal Oak can be seen as a statement of bold, unconventional luxury.

Risk Assessment

As you navigate the luxury watch market, particularly Audemars Piguet, it's crucial to consider the inherent risks associated with such investments.

Market volatility, driven by fluctuating economic conditions and shifting consumer preferences, can impact the value of your investment significantly.

Furthermore, the potential for counterfeit watches is another critical risk factor, as it can undermine the authenticity and consequently the value of your investment.

This makes it imperative for you to authenticate your purchases carefully.

Market Volatility

You've got to remember, just like any investment, the value of Audemars Piguet watches can fluctuate due to market volatility. This is the inherent nature of the market, prices can rise and fall in response to various factors. This could include changes in economic circumstances, shifts in consumer trends, or even the release of new models. Still, considering the prestige and rarity of Audemars Piguet watches, they tend to hold their value well, even in unstable market conditions. Indeed, the market for luxury watches has shown remarkable resilience over the years, often defying wider economic trends.

Yet, while the luxury watch market has a history of resilience, it's not immune to volatility. It's important to keep a close eye on market trends and conduct thorough research before making any investment decisions. Consider not just the potential for financial return, but also the intrinsic value of owning such a fine timepiece. Here's a table to guide your decision-making:

Factor	Description
Economic Climate	A thriving economy can lead to increased demand for luxury watches, potentially driving up their value. Conversely, in times of economic downturn, demand may decrease.
Brand Reputation	Audemars Piguet is a highly respected brand in the luxury watch market, which can help maintain the value of their watches.
Rarity & Condition	The rarity of the model and the condition of the watch are key factors in its value. Rare models in excellent condition can fetch high prices.

In essence, investing in Audemars Piguet watches can be a rewarding venture, offering not just potential financial returns, but also the prestige and satisfaction of owning a piece of horological artistry.

Potential for Counterfeit

Beware, though, there's a dark side to the luxury watch market: the potential for counterfeit. As enticing as Audemars Piguet watches can be for investment in the UK, you need to be extra cautious about who and where you buy from.

These high-end timepieces are not immune to the counterfeit market, with skilled forgers capable of producing replicas that can fool even the most discerning eye. This is not just a financial risk, but it can also damage the prestige and exclusivity you're seeking when investing in such a luxury item.

To avoid falling into this trap, here are some key things to look out for:

• Make sure you're buying from a reputable source, whether it's an authorised retailer or a trusted reseller.
• Get to know the details of the specific Audemars Piguet model you're interested in. This includes its weight, the intricacies of its movement, and any unique markings or engravings.
• Always ask for the watch's documentation. An authentic Audemars Piguet watch will come with a certificate of authenticity and a unique serial number.
• If the deal seems too good to be true, it probably is. High-end watches like Audemars Piguet hold their value well, so unusually low prices are typically a red flag.

Remember, investing in an Audemars Piguet is not just about the potential financial return, but also the pleasure of joining an exclusive club of sophisticated watch owners who value tradition, craftsmanship, and timeless elegance. Don't let the counterfeit market tarnish this experience for you.

How to Purchase Audemars Piguet Watches in the UK

Purchasing an Audemars Piguet watch in the UK isn't as complicated as you might think, and it's a great way to invest in a timeless piece of luxury. Firstly, you might want to consider buying from an authorised retailer to ensure authenticity and warranty coverage. This is very critical due to the high incidents of counterfeits in the luxury watch market.

With several retailers across the UK, you'll have the opportunity to physically inspect the watch and ask pertinent questions about its features, history, and performance.

Here at EJ Markhamd & Sons, we have a range of luxury watches available for sale. By shopping for watches such as Audemars Piguet, there’s more of chance of you finding them in the first place, but more importantly, you will actually have the opportunity to buy one.

By buying second-hand, you get to avoid the dreaded ‘waitlist’. If you thought you could just walk into a luxury watch shop and pick yourself up a high-end/latest release model of the watch brand of your choice… you would be sorely mistaken.

Oftentimes, luxury watch AD’s (Authorised Dealers) will ask you to purchase older models first before you can get your hands on the ‘latest and greatest’ or, they may add you on to a waitlist behind tens… or even hundreds of other customers.

For these reasons, you may prefer opting for a second hand dealer or pawnshop for your luxury watch needs.

Websites like Watches of Switzerland are known for their robust authentication processes and excellent customer service.

However, you should be aware that prices can fluctuate based on market demand, rarity, and condition of the watch. For example, a rare discontinued model in excellent condition might fetch a higher price than a newer model. It's essential to do thorough research and possibly seek advice from watch investment experts to understand these dynamics better before making a purchase.

Tips for Maintaining the Value of Your Audemars Piguet Watch

Keeping your prised watch in top-notch condition is vital for maintaining its value over time, and there are a few tips that can help you achieve this. First and foremost, it's crucial to store your Audemars Piguet watch in a safe and dry place. Luxury watches are delicate and can easily get damaged by environmental factors like humidity and dust. Furthermore, it's a good idea to wind your watch regularly, even when you're not wearing it. This keeps the internal mechanism in motion, which is essential for maintaining its precision and accuracy.

To help you maintain the value of your Audemars Piguet watch, let's explore some key tips and their importance in a simple table format:

Tips	Importance
Regular Servicing from a certified specialist	Ensures the watch operates at its peak capability. Click on this link to see if there’s an accredited watch repair shop near you.
Proper Storage	Prevents damage from environmental factors, keeping the watch in its box or in a dust-free, dry, and dark environment. Keeping the watch away from sunlight will help you avoid the dial & watch in general dulling/fading.
Avoid wearing in water & on the beach (if you’re purely looking to preserve your watch for re-selling)	Similarly to sun damage/fading, water (especially sea water) can be quite harsh on the finer details of your watch. This is a similar story with sand, sand will cause small scratches on your watch which may affect its valuation later down the line.

Regular servicing is a must for luxury watches like Audemars Piguet. Consider having your watch serviced every 3-5 years by a certified specialist. This ensures that any potential issues are identified and addressed early, thereby preventing costly repairs down the line. It's also important to remember that luxury watches are not just timekeeping devices but crafted pieces of art. Therefore, treating them with the care they deserve can go a long way in preserving their value.

Frequently Asked Questions

What are the post-sale services offered by Audemars Piguet in the UK?

In the UK, Audemars Piguet goes above and beyond to offer a range of post-sale services that ensure your timepiece stays in immaculate condition. These services include maintenance, repair, and restoration, all performed by skilled watchmakers who've mastered the intricate craftsmanship of this luxury brand.

They'll meticulously examine your watch, ensuring its mechanism is functioning flawlessly. You'll also have access to their personalisation services, where you can add a unique touch to your timepiece. It's all part of the brand's commitment to provide not just a product, but a lifelong relationship.

This thoughtful approach enhances your sense of inclusion in the Audemars Piguet community, reinforcing the belief that you're not just buying a watch, you're investing in a lifestyle.

*EJ Markham & Sons are not financial advisors and this content is made for entertainment purposes only.