Audemars Piguet Archives - The Truth About Watches

Conversational Marketing for Watches

Robert Farago — Sat, 07 Oct 2023 18:28:23 +0000

Conversational marketing answers an important question: how do you market a watch that’s been on the shelf a while when you don’t have a million dollar marketing budget? Watchmakers rely on two main drivers: branding and the thrill of the new. Branding Rolex spends millions sponsoring upscale sports, making sure there’s a Rolex logo in […]

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Audemars Piguet’s Grail Jail Fail

Robert Farago — Wed, 04 Oct 2023 16:07:19 +0000

Audemars Piguet’s grail watch is the Royal Oak. OMG do they sell the shit out of it. Audemars Piguet drops Royal Oaks in white ceramic or full-set with diamonds and sapphires watchpro.com proclaims. How many Oaks are in AP’s forest? To tell you the truth, in all this lack of excitement, I’ve kinda lost track. So […]

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Time to Buy Louis Vuitton Watches?

Robert Farago — Tue, 03 Oct 2023 14:34:15 +0000

Louis Vuitton watches have been something of a joke. Quartz-powered fripperies for people who wouldn’t think twice about buying a sub-$400 Armani-branded watch, but could never afford an Armani suit. LMVH heir Jean Arnault number five is determined to change that. Will he be successful? Louis Vuitton’s style is often described as classic, elegant and […]

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Buying A Pre-Owned Watch Makes It Sustainable?

Robert Farago — Fri, 22 Sep 2023 17:13:48 +0000

Buying a pre-owned watch is now politically correct. That’s according to Vogue and eBay, a strange marriage forged for charity, no less. Watchpro.com trumpets the nuptials. If anybody still questions the symbiotic relationship between new and used goods in the luxury market, just look to the world’s ultimate arbiter of high fashion, Vogue, which has […]

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Swiss Watch Biz: Sales Flat, Profits Up

Robert Farago — Mon, 21 Aug 2023 17:42:05 +0000

“Swiss watch exports showed no sign of weakness in June – quite the opposite,” the Federation of Swiss Watch Industry reports on the Swiss Watch biz. So flat-lining is a sign of strength. Got it. Surprisingly, Rob Corder of WatchPro.com calls them out. “Excellent Result” is the headline that the Federation of the Swiss Watch […]

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Confirmed! Audemars Piguet Code 11.59 is a Flop

Robert Farago — Fri, 25 Nov 2022 23:35:14 +0000

Audemars Piguet is a member of watchmaking’s “Holy Trinity,” As befits sanctified royalty, AP has a “grail” watch: the Royal Oak. A watch that rode the pandemic roller coaster all the way to the top. At the [maybe temporary] end of that ride, desirable pre-owned Oaks still pull twice retail – or more. The Audemars […]

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Buy, Sell or Trade Your Luxury Watch? Market Forecast

Robert Farago — Wed, 16 Nov 2022 18:09:53 +0000

When The Truth About Watches first hit the net, the luxury watch market was going nuts. Unless you were closerthanthis with an authorized dealer, you couldn’t buy a new, coveted watch at retail. Pre-owned prices skyrocketed. The online luxury watch market wasn’t everything – it was the only thing. Tempus fugit . . . The […]

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