Opinion: Meditations on the Audemars Piguet Code 11.59

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Audemars Piguet announced a new line to “supplement” their ultra successful Royal Oak line with the Code 11.59 this SIHH A strange name, and even stranger way to introduce it The immediate reaction from press and collectors seem to be largely negative.

I too had my share of doubts, but I have seen and handled the collection, and have had about a month to mull over and meditate over the new line Here are my thoughts.

Code 11.59

They say, if you have to explain an name, you have lost the first battle Audemars Piguet chose a cryptic name for the line.

Code 11.59 Perhaps intended to be tongue in cheek, perhaps conceived to break the rules, so to speak…after all their mantra for ages have been, “To break the rules, you must first master them.” Perhaps after decades of Royal Oak success, they feel they have mastered the art

The Audemars Piguet Code 1159 Tourbillon Skeleton

But the name Code 1159 needs to be explained.

Methinks, this is bad move #1.

The Code 11.59 is cryptic, indeed a acronym for Challenge, Own, Dare, Evolve And 11.59 is a minute before midnight, just before the day changes – “at the brink of tomorrow” the marketing blurb declares, “ahead of the game” Altogether too complicated…but then again, it got everybody talking, and now everybody knows about the AP Code 1159

The launch campaign

To play on the cryptic theme, or perhaps not to, the launch campaign the line is, in my view, quite strange as well

Apparently only two publications, both online, were privy to the watches prior to opening day at SIHH.

A third happened to be at the manufacture and saw the watches, and were given a peek and hands on as well But that was it No other press or anyone else had wind of the line till the Press Kits were released on Day 1 of SIHH 2019.

Even the display showcases on the outside of the Audemars Piguet booth were empty, provoking the mystery further

The Code 11.59 SuperSonnerie is a rather amazing extension to the line Though the movement was not new, the original SuperSonnerie’ had superb sonics (our full review here) The new version is now sports a gorgeous smoked blue enamel dial.

And the first images released were unimpressive, to say the least And this got the hate machine started As no more than a small handful from the media had seen and had hands-on with the watches, it fell on the same few to defend the rumour mongering.

And as a result, the general perception was negative Bad move #2

This was particularly so when the watches needed to be seen in life, and handled to appreciate the nuances and attention to detail.

I estimate that sight unseen, probably 70% would think the watches are not worthy, but the tables would be flipped after experiencing the watches first hand Anecdotal, of course But my gut feel

And to add insult to injury, the South East Asia Press Briefing was the []

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