Pinned
Audemars Piguet (AP) context for those who don't know.
1972. AP was dying. They hired a designer named Gérald Genta. He drew the Royal Oak in one night.
The move: make a luxury watch out of stainless steel. At the time, luxury meant gold. Steel was the cheap material. They
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Nobody camped 8 days for a pocket watch.
They camped for the right to own something with an Audemars Piguet logo for $400 instead of $30,000.
AP built their brand over 50 years by making sure most people can never buy one. Waitlists. Relationships. Six figures minimum. The wall
