Audemars Piguet: From the Jura Valleys to the Royal Oak Icon
From the Swiss Jura Mountains to global auction dominance: discover how Audemars Piguet became a collecting icon through revolutionary design and horological mastery.
Founded in 1875 in Le Brassus by Jules Louis Audemars and Edward Auguste Piguet, Audemars Piguet is one of the most prestigious names in Swiss haute horlogerie. The brand has remained independent and family-owned for over a century, maintaining strong ties to its artisanal roots. With technical innovation, limited production, and a bold design philosophy, Audemars Piguet has become a benchmark in the world of watch collecting.
The Royal Oak: A Design Revolution
In 1972, during a period of crisis for mechanical watchmaking, Audemars Piguet launched the Royal Oak, designed by Gerald Genta. Its octagonal bezel, visible screws, and integrated steel bracelet defied tradition and inaugurated the era of the luxury sports watch. Once controversial, the Royal Oak is now among the world’s most iconic and sought-after timepieces. Celebrated models like the Royal Oak Jumbo Extra-Thin and Royal Oak Perpetual Calendar regularly fetch record prices at global auctions.
Market Growth and Collectible Value
The secondary market for Audemars Piguet has surged in recent years. According to Chrono24, the average value of a Royal Oak has increased by over 120% since 2018. Some models, like the 15202ST, have appreciated by more than 20% annually. Leading auction houses—Phillips, Sotheby’s, Christie’s—have hosted dedicated Audemars Piguet sales, often exceeding €500,000 in final bids.
The Knight Frank 2025 report identifies Audemars Piguet as one of the most solid brands in the collectible watch segment, particularly for long-term value retention and the rarity of its references.
Why Collect Audemars Piguet Today
To collect Audemars Piguet is to embrace a watchmaking identity that fuses craftsmanship with daring design. Unlike many competitors, the brand limits production (around 50,000 pieces per year), increasing the desirability of each model. While the Royal Oak leads in popularity, vintage Royal Oak Offshores and ultra-complicated references are gaining traction among seasoned collectors.
The narrative surrounding the brand, the uncompromising manufacturing quality, and obsessive attention to detail turn each piece into a cultural artifact as well as a collectible asset.
Audemars Piguet is more than a timepiece: it represents disruption, innovation, and horological culture. Collecto curates only highly relevant references, with verified provenance and certified preservation. Joining the Audemars Piguet world through Collecto means accessing a unique chapter in watchmaking history, with confidence, care, and integrity.
