MASTER MECHANICS

2
2010 was a good year for Audemars Piguet.
Fresh off heavily investing in new facilities,
equipment and personnel. “The market demand
is very strong again,” says Philippe Merk,
President, Audemars Piguet. “We are seeing
that the Chinese customer is one of the major
drivers today,and there is also strong demand in
LatinAmerica,which has been in consistent evolution
for over three years now. The most worrisome
situation is that of the Swiss franc, which
is appreciating against all major currencies.”
Merk is particularly excited about the brand’s
new product development, always a strength
for Audemars Piguet.
“We have some very good plans - we are making
collections that have classical values, without
neglecting where we are strong, with elegant
sports watches as well as the avant-garde
timepieces,” he details.“On a smaller scale, I’m
excited about the relaunch of the Millenary
gents watches in the core collection. We have
some exciting things to show in the Offshore,
and in the Classical field with the new Jules
Audemars.We are certainly seeing a trend back
to classical and traditional, and I hope that this
is a lasting trend. The Chinese customer has
introduced this but it is everywhere right now.”
The Millenary Minute Repeater
The one watch Audemars Piguet released prior
to the opening of the SIHH is a new Minute
Repeater in the Millenary collection. “It’s a
Grande Complication in titanium, because of
the acoustic properties for the sonnerie, with
a very cool design,” Merk says. “It’s going to
be very restricted because of our production
capacity.”
Looking forward, Merk knows that 2012 is
going to be a big year, as it is the 40th anniversary
of the Royal Oak,Audemars Piguet’s most
iconic watch.
Growing distribution
Audemars Piguet is looking at expanding its
boutique network, currently at 12 wholly owned
stores, along with more than 20 that are in
partnership with retailers. “In certain areas,
we need to work with a local retailer to share
the projects,” Merk explains.“In terms of high
level retail concepts, we want to approach a
europa star SIHH 53
Audemars Piguet’s plans in the pipeline
RKeith W. Strandberg
total of 30 – 40 stores in the world, and at
the same time we are improving in general
our retail distribution.” O
For more information about Audemars Piguet
click on Brand Index at www.europastar.com
TECHNICAL CHARACTERISTICS
REFERENCE 26371TI.OO.D002CR.01
Manufacture Audemars Piguet Calibre 2910
Offset hours/minutes at 3 o’clock, offset minutes at 7
o’clock; three-position winding crown; repeater slide
serving to activate the minute repeater at 7 o’clock
Movement dimensions (width and thickness):
37.90 x 32.90 mm
Casing diameter (width and thickness): 37 x 32 mm
Total movement thickness: 10.05 mm
Direct-impulse AP escapement
Variable-inertia balance fitted with inertia-blocks
Diameter of the balance: 11.90 mm
Flat double balance-spring
Power reserve: 165 hours
Frequency: 21,600 vph (3Hz)
Number of parts: 443
Number of jewels: 40
Finishing: all parts finished by hand, with handpolished
bevelling, interior angles, snailing, handdraw
file strokes, horizontal Côtes de Genève motif and
circular-graining on the mainplate.
Case: Titanium oval case; width: 47 mm / thickness:
42 mm; sapphire crystal caseback; non water-resistant
Dial: Anthracite grey dial, applied pink gold Roman
numerals, silvered small seconds sub-dial
Strap: Hand-sewn black crocodile leather “with large
square scales”, fastened by a titanium AP folding clasp
Functions: Hours, minutes, small seconds, minute repeater