What was your first impression when you encountered the Royal Oak? You may have heard the name, Seen photos, Or perhaps even glimpsed it in person somewhere. However, When you actually see the price tag, You hesitate. You wonder, "Why is it so expensive?" After searching on YouTube and blogs, You find that it is described as an "iconic" "luxury sports watch" and "the icon of the integrated bracelet."

So, What exactly is an icon...?

The Value of an Icon: An Attractive IP Over Time

Various types of Royal Oak
https://www.gq-magazine.co.uk

Let us take the example of an 'icon' in popular culture.

When you think of K-pop, Everyone immediately thinks of BTS or BLACKPINK. If you look for icons in the history of pop, You think of Michael Jackson, The Beatles, And Elvis Presley, Who are no longer with us. Not only during their lifetimes but even after, Their songs continue to be loved. Their lives and stories transcend time, Becoming movies and musicals, Constantly being re-evaluated and consumed by new generations.

The Beatles
https://www.bbc.com

Poster for the movie 'Michael' about Michael Jackson's story
https://www.imdb.com

Creating a New Segment:
Why the Royal Oak Is an Absolute Icon

Design sketch by Gérald Genta, Designer of the Royal Oak
https://www.sothebys.com

When the Royal Oak was first released in 1972, The watch industry’s reaction was cold. At the time, The conventional wisdom was clear. Steel was a cheap material, Sports watches should be practical, And high-end watches should be made of gold or platinum.

1955 Audemars Piguet Perpetual Calendar
https://revolutionwatch.com

However, Audemars Piguet broke all these conventions. Despite being made of steel, It came with a shocking price tag for the time. The octagonal bezel, Rugged yet meticulously finished, The bracelet that seamlessly integrated with the case—everything was a shock.

The emergence of the Royal Oak marked the birth of the 'luxury sports watch' and 'integrated bracelet' categories and concepts.

The first Royal Oak Ref. 5402 released in 1972
https://apchronicles.audemarspiguet.com

Early Royal Oak Ref.5402
https://www.windvintage.com

Of course, If such a category had only been a brief trend, It would not have been particularly special. However, After the birth of the Royal Oak, Competing brands released various types of integrated bracelet watches.

Girard-Perregaux Laureato released in 1975

Girard-Perregaux Ref.4460
https://monochrome-watches.com

Patek Philippe Nautilus released in 1976

Vacheron Constantin 222 released in 1977

Vacheron Constantin Ref. 44018
https://www.analogshift.com

Cartier Santos Carree released in 1977

Cartier Ref.2961
https://relojesvintagemexico.com

Continuous Evolution and Change Over 54 Years
Attracting New Buyers

Royal Oak Day-Date Moonphase Ref.25594SA
© Watch Terminal

Over the past 54 years, The Royal Oak has diversified in size, Complications, And materials, Enhancing the value of the 'Royal Oak' IP.

The First 'Complication' Royal Oak (1983)

Audemars Piguet Ref.5572
https://apchronicles.audemarspiguet.com

The First Royal Oak Perpetual Calendar (1984)

Audemars Piguet Ref.25554
https://apchronicles.audemarspiguet.com

The First Royal Oak Offshore (1993)

Audemars Piguet Ref.25721
https://apchronicles.audemarspiguet.com

The First Royal Oak Concept (2002)

Audemars Piguet Ref.25980AI
https://www.sothebys.com

The First Modern 'Jumbo' Royal Oak Faithful to the Original 5402 (2012)

Audemars Piguet Ref.15202
https://www.ssongwatches.com

Applying various variations to a single iconic design and establishing itself as an icon is similar to what Porsche 911, MINI, And Range Rover have done.

Porsche 911 and 901

2026 Porsche 911
https://www.motor1.com

1963 Porsche 901
https://newsroom.porsche.com

Land Rover Range Rover: 1970 and 2026 Models

(Top) 2026 Range Rover, (Bottom) 1970 Range Rover
https://www.topgear.com

The Royal Oak, Despite being a 'high-end' watch, Has increased brand awareness of Audemars Piguet among younger consumers and further heightened interest in high-end watches.

Audemars Piguet Offshore Jay-Z
(https://www.sothebys.com)

Travis Scott's Cactus Jack Edition Royal Oak 26585CM
https://wristaficionado.com

Such bold moves would be unimaginable for other high-end makers who have focused solely on tradition and craftsmanship and targeted only seasoned collectors. However, This aspect of the Royal Oak is precisely what proves its status as the 'icon of luxury sports watches.'

In the next article, We will look at the most groundbreaking recent move of the Royal Oak, The collaboration with Swatch, Royal Pop.