SJX Watches
Audemars Piguet Jumps Retro with the Neo Frame
Ahead of its much anticipated Watches & Wonders return, Audemars Piguet (AP) has reached deep into its archives for what in past years would have been a [RE]Master model. But now AP has renamed its vintage reissues, and it is the Neo Frame Jumping Hour that takes inspiration from a similar guichet model from 1929. This perfectly timed launch comes at a time of renewed interest in the digital display format. Initial thoughts Each time an established brand launches a completely new collection, the public response can be either positive (think Rolex Land-Dweller) or underwhelming. AP has come face-to-face with this in the past with the Code 11.59, which was bold but not well received initially (though much of the early criticism can be chalked up to cynicism). That experience hasn’t stopped the brand from continuing to diversify its portfolio away from the Royal Oak, and the latest effort capitalises on the growing interest in guichet watches. In doing so, AP reimagines an obscure piece from its own past, adding strong touches of modern design to create something with a more distinctive visual identity than one might expect from a simple jumping hours watch. Though the Neo Frame nomenclature might take a while to enter the vernacular, the guichet design feels like it’s coming to market at the right time. Ironically, the sleek profile of the Neo Frame’s case looks much like a sports smart band - albeit much glossier. Specifically, the way the polished black face connec...
