Say what you like about luxury fake Audemars Piguet UK – and people do – you can’t question the watchmaker’s ambition, nor how fast it’s fulfilling it.
Five years ago, almost to the day, the brand’s chief executive François-Henri Bennahmias boasted that his charge had just joined watchmaking’s ‘billion Swiss franc club’ (now around £900 million) – an informal term for brands with 10-figure revenues.
Thanks to the roaring trade it was doing in perfect fake Audemars Piguet Royal Oaks – as worn by Jay-Z, Arnold Schwarzenegger, LeBron James et al – it had become one of only six, perhaps seven watch brands have passed the mark, along with Rolex, Cartier, Omega, Patek Philippe, Longines and maybe Tissot (which has since shrunk). The big dogs, in other words. For a high-end brand making around 40,000 replica watches for sale a year, it was impressive.
Fast forward to this week, and at a press conference at UK best 1:1 fake Audemars Piguet’s home in the Swiss village of Le Brassus, Bennahmias declared those revenues have doubled. In 2022, he said, AP coined it to the tune of two billion Swiss francs (£1.8 billion), shifting 50,001 watches. The ‘and one’ added for effect, naturally.
It’s cor-blimey stuff. Only Rolex has increased revenues more over the same period, and it makes more than a million watches a year.
So how has Audemars Piguet done it?
Upping prices, for one. More watches have helped, too. An extra 10k pieces at an average price of 40,000 Swiss francs (£36,000) is proper money. And somehow, even with the increase, AAA quality fake Audemars Piguet has in no way saturated the market. Like Rolex, it could sell its annual inventory several times over.
Then there’s the Code 11:59 collection. Contrary to what critics anticipated, its introduction four years ago has amped up the business, perhaps because Swiss made replica Audemars Piguet is using it as a gateway watch to the big prize, the Royal Oak.
But the real answer, if it can be distilled, lies in the brand’s almost peerless knack of creating desirability. As Bennahmias said to me once, ‘people want what they can’t have’. Indeed. Add to that, ‘but what Stormzy, Ed Sheeran and Serena Williams can have’, and you have a helluva formula.
Taking its watches out of shop windows and hiding them away in best copy watch Houses (London’s is one of around 15 worldwide now) has had the same effect, too: not only can you not have that watch, you can’t even see it IRL.
Talking of which, cheap fake Audemars Piguet UK has just dropped 30 new references, so let’s take a quick look at three.
Happy 30th to the Offshore
Next, this year is the 30th anniversary of the top super clone Audemars Piguet Royal Oak Offshore, a beefed up version of the 1972 Royal Oak. New iterations aplenty, but the one that lived longest in my memory was the monochromatic all-black Royal Oak Offshore Self-Winding Chronograph in full ceramic – case, bracelet, crown, pushers the works. Expect these to sell like hotcakes, even at £72,500.
AP’s answer to entry-level watches
If there’s a watch you might get near, it’s the new Swiss fake Audemars Piguet Code 11:59 three-hander, now in steel for the first time. There are green, beige and blue (my pick) colourways, each with a novel, radial dial pattern, and they come on a rubber strap textured to look like fabric. At £23,900, they’re by no means ‘accessible’, but they do become the entry point into Code.
Incredibly, those 30 references are just for the first third of the year. In Le Brassus, Audemars Piguet replica for sale said it’ll go again in May. And in August. And once more at the end of the year.
Swiss movement fake Audemars Piguet. Ambitious? Hell, yes. Fast? Like you wouldn’t believe. Available? Maybe if you’re quick. Unstoppable? Don’t even think about it.