Audemars Piguetthe Swiss manufacturer of luxury watches, was founded in 1875 in the Swiss canton of Vaud. It is a brand with a worldwide reputation: it is particularly well known in no fewer than 88 countries and has a large following among watch lovers. The most emblematic piece in Audemars Piguet's century-old collection is undoubtedly the world-famous Royal OakIt was first launched in 1972. In this respect, it is worth mentioning that the Royal Oak has been the subject of numerous revisions and updates over time, making it the best-known model and most recognisable of the Swiss brand.
Audemars Piguet has a history that spans two centuries, with a very complex past behind it and a series of novelties as well as revisits to the various models brought to market over the years that have characterised much of the brand's visibility. But as you can see from the image above, we can't do anything other than start at the top, with the brand's most recognisable object: the essential and much-loved Royal Oak.
The Royal Oak, as mentioned, was first marketed in 1972. It is now well known that the marketing of this model, initially under the reference 5402STAt the time, it was nothing less than a desperate attempt by the Swiss brand to recover from the darkest period in its history.
As described on the official Audemars Piguet website, when we talk about Royal Oak, we mean much more than just a line of watches. It's a classy timepiece, certainly, but it's also a pioneering piece of the industry that has evolved over time to become a true icon of fine watchmaking. The Royal Oak, with its variants, the many models that have been released since 1972 and its almost identical incarnations, has unquestionably made it one of the best-known and best-loved watches of the last century. However, while the timepiece has changed in its various versions, it is also true that it has remained true to its original design. petrol and its fundamental values of origin.
Audemars Piguet's Royal Oak was introduced in 1972 as the first stainless steel sports watch with a higher price to that of most gold watches. From the outset, the Swiss brand wanted to clarify the philosophy of the new line of watches with catchy phrases such as "It's much more than a watch" or "You don't just need money to wear the Royal Oak". In fact, the latter slogan would appear a few decades later, and we will analyse it later. With a series of well-thought-out slogans and a marketing campaign that aimed from the outset to create a feeling of exclusivity Among those who have worn a Royal Oak on their wrist, Audemars Piguet has succeeded in rising to the top and giving birth to one of the icons of haute horlogerie.
As you can see from the images above, Audemars Piguet has always put a great deal of emphasis on the quality of its products. resources in marketing and advertising.
When Audemars Piguet's Royal Oak became one of the most iconic watches ever created, probably in the early 1980s, the refinement and design of the slogan underwent a remarkable change.
In the early and mid-1980s, advertising focused more on the luxurious, elegant lifestyle and good life enjoyed by those who wore a Royal Oak. In all of this, Audemars Piguet never failed to underline the concept of sporting spirit combined with an essence of elegance and exclusivity: Audemars Piguet with the Royal Oak, after creating a line of over 500 modelshas continued to turn upside down the original codes, while striving to leave an indelible mark on haute horlogerie by maintaining a recognisable and unique character in its benchmark sector.
As we can see from the advertisement above, after just twenty years, the Royal Oak had already become one of the most popular watches in the industry and, according to the experts, by the early 1990s it could even be said to have become an authority and an icon. a watchmaking icon. The Swiss brand's powerful advertising campaigns not only exploited the unique designbut also the link between its prestige and exclusivity of owning it. The slogan in the latest advert once again captures and sums up very well the principle of the experience of wearing a Royal Oak on your wrist. Only those who feel bold, brave and courageous enough to have the right attitude and personality to own one can fully understand the true essence of the timepiece in question. Because, as the advertisement reminds us, "you don't just need money to wear Royal Oak".
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