With the announcement of the new and future CEO of Audemars Piguet, the brain trust in Le Brassus decided that it was the ideal time to drop another Marvel Universe flight of fancy. This one bearing the likeness of erstwhile high school student / Daily Bugle photographer Spider-Man.
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| Courtesy of Audemars Piguet |
So I find myself conflicted. On the one hand, I am super-excited to see what path Audemars Piguet will take with a new CEO. On the other hand, I am less-than-impressed by the grab for the easy lay-up.
I like to think, that at heart, I am neither elitist, or even a snob when it comes to watches. With that being said, a brand that will endure must stand for something beyond instant gratification. And truth be told, the Marvel Universe partnership is not a long-term strategy.
Audemars Piguet will be finding itself at a crossroads in the coming months. Things are good at the moment, but for better or worse, AP is going to need a bit more than the Royal Oak to continue to grow. After all, the company is AP, not RO.
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