Audemars Piguet: what’s yours is mine

The trend of men and women sharing fashion (and watches) across collections is going to continue, says Audemars Piguet’s head of complications, Michael Friedman

Michael L Friedman, known around the world for his lectures on fine horology, leaves no stone unturned when he discusses Audemars Piguet’s equal opportunity strategy. Take for instance, the AP Houses in key cities around the world, luxe private lounges for customers and friends of the brand. “What we offer to women at AP Houses, we offer just the same to men,” says Friedman. “Now if you are asking me if we were thinking of an exclusive watch like we did with the Royal Oak Platinum Watch 39 mm with Green Dial, I would say that watch was already created for both men and women!”

The head of complications at this highly successful family-owned watch business, goes on to highlight last year’s Royal Oak Concept Frosted Gold Flying Tourbillon with its contemporary 3D dial and optical illusion. “The demographic was as diverse as the entire collector base of Audemars Piguet itself. We had buyers, enthusiasts and collectors from the early 20s all the way into the 60s and 70s who acquire rare watches across collections. Of course, this watch was initially designed keeping women in mind but we had several men who gravitated immediately to it as well. That is a very healthy reaction that we would like to see, especially on complications.”