“We don’t give watches away,” Audemars Piguet’s ex-CEO Mr François-Henry Bennahmias once declared, back in the mid-2000s. What he meant by that was that although the Audemars Piguet Royal Oak Offshore was the hottest property in watchmaking, he had got it on the wrists of actors and musicians without spending a cent on “brand ambassadors” or pushing free watches in their direction. The Offshore was a phenomenon – the “it-watch” of its time. And it was notable because AP had become the first watch brand to break into the underground of street culture, hip-hop celebrity, earning straight-backed Switzerland a genuine cool factor.
from Mr Porter - The Journal https://ift.tt/rCuByMI
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from Mr Porter - The Journal https://ift.tt/rCuByMI
via IFTTT