Audemars Piguet's 22-Watch Overload—Quantity Over Vision, One Stands Apart
Audemars Piguet recently unveiled 22 new watches, prompting an evaluation of their significance rather than mere celebration. Among these, the 150 Heritage Pocket Watch stands out, showcasing remarkable technical capabilities and horological substance. In contrast, other releases, such as the Neo Frame Jumping Hour and openworked perpetual calendars, appear to reflect a maintenance mode focused on market segmentation rather than genuine innovation. The brand seems to be catering to varying clientele, from traditional collectors to the 'nouveau riche,' which raises questions about its identity and direction. The ongoing paradox at Audemars Piguet is highlighted by the juxtaposition of their innovative capabilities with a series of products that prioritize visibility and production over exclusivity and technical excellence. While the Heritage pocket watch promises a return to form, the multitude of new color variations and less groundbreaking designs suggest a brand that is still searching for its identity rather than confidently asserting it. The presentation underscores a tension between maintaining traditional values and appealing to contemporary market demands, leaving a sense of longing for the audacious spirit that initially captivated many enthusiasts.
