Audemars Piguet shows split resale value and expands in Tokyo

Audemars Piguet remains one of only three luxury watch brands, alongside Patek Philippe and Rolex, that historically returns more than retail value on the secondary market. However, market analysis indicates that this performance is highly concentrated within specific collections, particularly the Royal Oak. While the brand averages a return of approximately $1.19 per retail dollar, individual models show a significant split between those appreciating and those trading below retail.

Recent data suggests a widening gap in value retention between Audemars Piguet and Rolex. While Rolex maintains a consistent value retention of roughly 6.7% above retail, Audemars Piguet’s brand-wide retention sits at approximately 0.7% above retail.

In addition to market performance, Audemars Piguet is expanding its technical presence in Japan. The company is seeking a Technical Trainer for AP Lab Tokyo, a role focused on workshop management, movement assembly instruction, and conveying the brand’s watchmaking heritage to customers through educational experiences.