Repubblica Economia5/16/2026Business1 min readItaly
Audemars Piguet's New Royal Oak Relaunch Causes Global Frenzy
Quick Look
- Audemars Piguet's new "popular" edition of its Royal Oak watch, priced around 400 euros, has sparked massive demand globally, with long queues in Italy, France, Japan, and the US.
- Stores in Dubai and the UK temporarily closed due to safety concerns amid a burgeoning black market where prices have more than doubled.
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Why It Matters
The article describes the immense public reaction to the release of a new, more affordable edition of Audemars Piguet's renowned Royal Oak watch. This demand has led to significant queues, store closures for safety, and a thriving black market.
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L’ultimo nato del colosso di Biel/Bienne è una riedizione “popolare” del Royal Oak, celebrato e costosissimo gioiello di Audemars Piguet. Code chilometriche in Italia, come in Francia e in Giappone e Usa. Tanto che a Dubai e in Gran Bretagna negozi e mall sono stati chiusi per ragioni di sicurezza. Il nuovo modello costa intorno ai 400 euro. Ma sul web c’è già un mercato nero con prezzi più che duplicati
Open Questions
- What specific security measures were implemented in Dubai and Great Britain?
- What is Audemars Piguet's official response to the black market activity?
- How many units of the new Royal Oak edition were released?
- What are the long-term implications for the brand's pricing strategy?
Related Topics
PeopleArturo Cocchi
OrganizationsAudemars Piguet
This article was originally published by Repubblica Economia.
