Worn & Wound
Audemars Piguet Introduces the Neo Frame Jumping Hour
I have what you might call a love/hate relationship with Audemars Piguet. They are, without a doubt, makers of some of the finest watches in the world. Objectively speaking, there’s a level of craft involved with the production of AP watches that is hard to match at the scale at which they operate. Every Royal Oak I’ve ever handled feels like a perfectly made thing without any compromises. I honestly can’t say the same about equivalent watches from other brands in the so-called Holy Trinity. And yet, there’s so much baggage with Audemars Piguet in our current watch culture. I wrote about it here, specifically as it relates to the Royal Oak and how it has become a signifier of wealth and status that has overshadowed watchmaking and watch culture. I find this flex culture to be a huge turn off, and the way AP seems to lean into it, by producing more and more varieties of Royal Oak, some with mini sculptures of Marvel characters on the dial, to be a signal that they’re a willing participant in the watering down of their brand. But then Audemars Piguet will go ahead and release something beautiful that is not a Royal Oak and I’m reminded that derisively referring to them as The Royal Oak Company (something I’ve done frequently over these last few years) is ultimately unfair. Earlier this week, as part of a larger drop that included several exotic Royal Oaks, a pocket watch, and more, AP launched what might be one of the riskier watches they’ve introduced in...
