Audemars Piguet: Akin To Legends Pr & Marketing Win By Ronn Torossian (part 1 Of 2)

One's 40th birthday is a big deal' but could one imagine an International expensive blow-out for a watch

? Well, leave it to Audemars Piguet to throw a blow-out bash to celebrate the 40th anniversary of the Audemars Piguet Royal Oak- simply the world,s most amazing watch brand.

Was interesting for a uber-luxury brand to host an event which is open to the public' and was held at a very unique building- the Park Avenue Armory (which spans an entire city block and even this lifelong NY'er had never before been inside).

Once inside the simply amazing space, one felt they were transported to a mansion from hundreds of years ago, and as the designer said the space felt he wanted to'immerse every visitor deep in the Valle de Joux, the birth place of Haute Horlogerie in Switzerland."He succeeded- and I think the event was a major success from a marketing standpoint. Many of the watches were displayed, and as the opening line in their exhibition booklet said about Audemars Piguet "Some stories are akin to legends." This event in NYC was the continuation of that legend.

The event will travel now to stops in key worldwide cities, including Milan, Paris, Singapore, Hong Kong, Beijing and Dubai.

I discuss Audemars Piguet at length in my book, in a section called: The Secret Language of Luxury:

Established in 1875, the upscale watch brand Audemars Piguet (nickname: AP) has been around for quite some time. Throughout its first hundred years, the company traditionally marketed its wares primarily to European aristocrats. In 1972 it introduced the Royal Oak, its first high-end sports watch, which was daring at the time. Timepieces now start in the low- to mid-five figures and go into the six figures for limited-edition styles. This brand's success requires downplaying overt marketing and instead strategically placing products or services within specific communities and subcultures that make for an organic fit. Audemars Piguet has perfected this strategy. In the HBO series Entourage, character Ari Gold receives an Audemars Piguet watch as a gift from John Ellis, the fictional chairman of his company's parent company. Ellis describes it as "perhaps the finest timepiece in the world."

The brand makes only 26,000 pieces per year, and each one is made by hand. The brand, like many other luxury brands, uses ambassadors to spread the word about the product. These are normally high-profile people who are already established fans and customers. In 1993 the company introduced the Royal Oak Offshore line, stretching the boundaries of how large a watch could be"some versions are 48 millimeters, or nearly two inches across. The brand took off and the company continues to innovate in terms of size and design.

(TO BE CONTINUED)

by: Ronn Torossian

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