Business · Companies · 2 days ago
Audemars Piguet launches Royal Oak-inspired jewellery without watches
Audemars Piguet, a Swiss luxury watchmaker, unveiled a jewellery collection in Paris in early October.
The 19 pieces use the bracelet design of its famous Royal Oak watch, but the collection includes no watches.
It ranges from one-off pieces made to order to Frosted Gold bracelets and necklaces, which start at 48,000 Swiss francs.
The launch follows an earlier move by the company to put Royal Oak design on a much cheaper watch made with Swatch.
Some collectors mocked the jewellery launch online and worried that it could weaken the Royal Oak’s standing or value.
The Royal Oak is highly sought after, and the article says its steel version is hard to obtain.
Audemars Piguet has faced criticism over past designs that later gained acceptance, but the company’s next steps are not stated.
Audemars Piguet has launched a jewellery collection based on the Royal Oak bracelet, with no watches shown at its Paris presentation.
The Royal Oak Joaillerie collection has 19 pieces across three lines.
Two high-jewellery lines are made as unique pieces to order, while Frosted Gold bracelets start at 48,000 Swiss francs.
The collection drew criticism on Instagram from some watch collectors, including concerns about the brand’s direction and the value of Royal Oak watches.
Audemars Piguet previously expanded the Royal Oak design through the Royal Pop, a collaboration with Swatch.
- Who
- Audemars Piguet launched the collection.
- What
- It introduced jewellery inspired by the Royal Oak bracelet, without watches.
- When
- The collection was presented in Paris in early October.
- Where
- Paris.
- Why
- Not stated
This story does not have two clearly opposing sides.
Audemars Piguet and Swatch released the Royal Pop, a bioceramic pocket watch with a Royal Oak-style octagonal bezel.
Audemars Piguet presented its Royal Oak Joaillerie collection in Paris.
- Collection size
- 19 pieces across three lines
- Blue necklace
- Set with 1,670 sapphires and drop diamonds totalling about 71 carats
- Frosted Gold bracelets
- Prices start at 48,000 Swiss francs
- Royal Pop price
- 430 euros
What people are saying
Anyone who wants to play it safe must do nothing at all.
I am sad to witness the decline of my favourite manufacture.
What comes next, dog leashes in the Royal Oak design?
Sources
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