The Audemars Piguet Royal Oak stands out as a high-value timepiece, with a price tag that is well justified by the craftsmanship, heritage, and performance it delivers. In the world of luxury watch collecting, where inflated prices often overshadow true value, it offers substance to match the prestige, setting it apart from many overhyped alternatives.
For context, Audemars Piguet Royal Oak watches cost about $44,000 on average, with prices going up to $300,000 for some models. This is a high tag, but a relatively fair price for the best-known and most collectible Audemars Piguet watch. This timepiece, which redefined the luxury watch industry, was introduced in 1972. It was the first luxury sports watch to be crafted from stainless steel. This oddity, with its octagonal bezel, exposed screws, and integrated bracelet soon became an icon, setting the standard for an entirely new niche of the horological industry.
Given the iconic status of this watch today, its high price point doesn’t sound unjustified to most people. But for anyone wondering, this guide provides some insights into why the AP Royal Oak commands such high price tags in both the secondary and retail markets. You’ll also find some tips on how to find one for sale if you’re interested in securing a piece.
Reasons for the High Price Tag of the Audemars Piguet Royal Oak
The Royal Oak isn’t just one of AP’s finest watches; collectors and enthusiasts esteem it as one of the best luxury sports watches ever made. The following are significant reasons for the high Audemars Piguet Royal Oak price.
The Royal Oak Legacy - A Cool Backstory
In watch-collecting circles, a cool backstory is essential to the popularity recipe. Watches with a rich legacy tend to get higher demand and command higher prices than generic watches. And when it comes to backstories, it doesn’t get any cooler than the Audemars Piguet Royal Oak.
First, this watch was designed by Gerald Genta, the iconic watch designer. This fact alone figuratively adds several thousand dollars to the value of the Royal Oak. The same brilliant designer is responsible for other iconic timepieces, including the Patek Philippe Nautilus, which was released a few years later. Before these, Genta had also created impressive timepieces for Universal Genève and Omega.
Apart from the designer, another factor that contributes to the impressive legacy of the Royal Oak is the timing of its release. In the 1970s, when Audemars Piguet released this timepiece, the Swiss watchmaking industry was going through a tumultuous era precipitated by the emergence of quartz-powered watches. That era's expensive mechanical dress watches simply couldn’t compete with the much cheaper quartz watches.
Customers needed a reason to invest in high-end watches again, and AP had just the right answer. The Royal Oak was created to meet the evolving tastes of consumers of that era. It was a practical piece with luxurious aesthetics, but still durable enough to be worn all day. Many enthusiasts believe that the emergence of iconic timepieces like the Royal Oak at the time saved Audemars Piguet and heralded a new era in the luxury watchmaking industry. A watch with such a remarkable legacy will command a high price with investors.
A Bold Material Innovation
A closer look at the origin of the Audemars Piguet Royal Oak further provides context for why it is priced so high. When the Royal Oak debuted, Audemars Piguet shocked the world by making it the first-ever luxury sports watch entirely made of stainless steel. It was a radical departure from using luxurious materials such as gold and platinum.
While stainless steel was already a popular material in the watchmaking industry prior to the Royal Oak, it was typically associated with cheaper watches, rather than high-end timepieces. But when the first version of the Royal Oak was released, AP priced it at 3,300 Swiss francs. The price tag was several times the cost of a Rolex Submariner or a Patek Philippe Calatrava at the time.
One can tell that the high price tag of this timepiece is somewhat deliberate. With the Royal Oak, Audemars Piguet intended to challenge the notion that luxury had to be associated with precious metals alone. AP leaned heavily into the marketing, with taglines like “The costliest stainless steel watch in the world” and quips like “Would you buy a Rembrandt for its canvas?” emphasizing the fact that the value of the watch transcends its casing material.
But there were also a few practical justifications. For instance, since steel was harder to work with than gold, AP had to invest in new tools and advanced techniques to achieve the refined finish of Royal Oak watches, contributing to their eventual market price.
Regardless, Audemars Piguet was passing a bold message with the Royal Oak. The watchmaker’s goal was to prove that high-end watchmaking doesn’t have to rely on precious metals. If the expensive price of the Royal Oak didn’t deter buyers back in the 1970s and 1980s, the watch is not overpriced today, when flaunting wealth with jewelry has become perfectly acceptable. Precious metal Royal Oak watches now exist today, but the traditional stainless steel variants remain the most popular.
Striking Appearance
The aesthetic is everything in the luxury watch world. A timepiece with a striking appearance is likely to fetch a good price in the market compared to a generic-looking watch. It doesn’t get any more striking than the Royal Oak.
After being commissioned to create the Royal Oak on short notice, Gerald Genta borrowed inspiration from the collar of a deep-sea diving helmet to make the Royal Oak’s casing. The octagonal-shaped bezel has eight screws, which serve the practical purpose of holding the case components together while also performing an artistic function. The dial is adorned with an exclusive tapisserie motif, which gave it a dynamic appearance that was lacking in many other sports watches of its day and is still striking today.
Another highlight of this watch is its integrated steel bracelet, designed to taper slightly towards the clasp. This distinctive case and bezel have become a canvas on which designers express a wide range of creativity. Yet, the Royal Oak has stayed true to this signature design over the years.
An odd-looking watch featuring exposed screws, a unique dial, an octagonal bezel, and an integrated bracelet was a hit back in the day. Today, the Royal Oak name and design are instantly recognizable to anyone with even the slightest knowledge of luxury watches. It fuels retail and secondary market demand and contributes to its high price tag.
Rarity and Exclusivity
The Royal Oak’s perfect silhouette is easy to pick out in photographs and real life. So, the watch quickly became a hit with celebrities and other people who wanted this watch on their wrists as a status symbol. Yet, AP has managed to keep the supply of this watch under control, fueling higher prices in the face of higher demand.
Audemars Piguet produces only 40,000 timepieces yearly. However, only a small percentage of this total production is actual Royal Oak models. The demand for the AP Royal Oak is higher than the supply, meaning buyers must endure long wait times with authorized dealers. This accounts for the constantly rising prices of the AP Royal Oak in the secondary market.
Where to Find A Royal Oak for Sale
Despite the high price tag of the Audemars Piguet Royal Oak, it remains a best-seller in the luxury watch market. Attracted by the rich legacy and striking design of the Royal Oak, many collectors and enthusiasts have this timepiece on their wish list. If you wish to join the proud Royal Oak owners list, below are the main options to explore.
Authorized Dealers
This is the best place to find an Audemars Piguet Royal Oak for sale. It is also the safest option, since authorized dealers receive authentic Royal Oak watches directly from the manufacturer. In the past few years, the watchmaker has been pushing a “direct-to-customer” strategy, which makes it harder to find these watches in the wild.
Secondary Market
Owners of pre-owned AP Royal Oak watches may put their timepieces up for sale. The secondary market lacks the safety and assurance that buying from an authorized retailer offers. Still, you can skip the long waitlist to get the Royal Oak model you want.
Reputable Online Marketplaces
Many secondary market dealers run an online marketplace where you can find luxury timepieces like the Royal Oak for sale. This is a convenient way to get your hands on this timepiece since you can shop in the comfort of your home. Reputable dealers like Avi & Co ensure that all watches have been duly authenticated before being listed in the catalog.
Conclusion
So is the high price tag of the AP Royal Oak justified? The answer to that question is an emphatic yes. A staple of the Audemars Piguet brand for over five decades, the Royal Oak is a pioneer in its niche, a bold material innovation, and a striking watch that has captivated the hearts of many. It’s also a solid investment piece, which means you’ll likely earn good returns if you buy an Audemars Piguet Royal Oak watch.