2010 was a good year for Audemars Piguet. Fresh off heavily investing in new facilities, equipment and personnel. “The market demand is very strong again,” says Philippe Merk, President, Audemars Piguet. “We are seeing that the Chinese customer is one of the major drivers today, and there is also strong demand in Latin America, which has been in consistent evolution for over three years now. The most worrisome situation is that of the Swiss franc, which is appreciating against all major currencies.”
Merk is particularly excited about the brand’s new product development, always a strength for Audemars Piguet.
“We have some very good plans - we are making collections that have classical values, without neglecting where we are strong, with elegant sports watches as well as the avant-garde timepieces,” he details. “On a smaller scale, I’m excited about the relaunch of the Millenary gents watches in the core collection. We have some exciting things to show in the Offshore, and in the Classical field with the new Jules Audemars. We are certainly seeing a trend back to classical and traditional, and I hope that this is a lasting trend. The Chinese customer has introduced this but it is everywhere right now.”

The Millenary Minute Repeater
The one watch Audemars Piguet released prior to the opening of the SIHH is a new Minute Repeater in the Millenary collection. “It’s a Grande Complication in titanium, because of the acoustic properties for the sonnerie, with a very cool design,” Merk says. “It’s going to be very restricted because of our production capacity.”
Looking forward, Merk knows that 2012 is going to be a big year, as it is the 40th anniversary of the Royal Oak, Audemars Piguet’s most iconic watch.

Growing distribution
Audemars Piguet is looking at expanding its boutique network, currently at 12 wholly owned stores, along with more than 20 that are in partnership with retailers. “In certain areas, we need to work with a local retailer to share the projects,” Merk explains. “In terms of high level retail concepts, we want to approach a total of 30 – 40 stores in the world, and at the same time we are improving in general our retail distribution.”

Technical characteristics – Reference 26371ti.oo.d002cr.01
Manufacture Audemars Piguet Calibre 2910

• Offset hours/minutes at 3 o’clock, offset minutes at 7 o’clock; three-position winding crown; repeater slide serving to activate the minute repeater at 7 o’clock
• Movement dimensions (width and thickness): 37.90 x 32.90 mm
• Casing diameter (width and thickness): 37 x 32 mm
• Total movement thickness: 10.05 mm
• Direct-impulse AP escapement
• Variable-inertia balance fitted with inertia-blocks
• Diameter of the balance: 11.90 mm
• Flat double balance-spring
• Power reserve: 165 hours
• Frequency: 21,600 vph (3Hz)
• Number of parts: 443
• Number of jewels: 40
• Finishing: all parts finished by hand, with hand-polished bevelling, interior angles, snailing, hand-draw file strokes, horizontal Côtes de Genève motif and circular-graining on the mainplate.
• Case: Titanium oval case; width: 47 mm / thickness: 42 mm; sapphire crystal caseback; non water-resistant
• Dial: Anthracite grey dial, applied pink gold Roman numerals, silvered small seconds sub-dial
• Strap: Hand-sewn black crocodile leather “with large square scales”, fastened by a titanium AP folding clasp
• Functions: Hours, minutes, small seconds, minute repeater

Source: Europa Star December - January 2011 Magazine Issue