How the Code 11.59 is the future of Audemars Piguet
Audemars Piguet Code 11.59 caused controversy when it launched in 2019 - but sales are up 100% this year, and the company is ambitious about it.
Not so long ago, watch criticism was a moderate business. Watch magazines, hardly plural, sit in the hobby section of newsstands, somewhere between a railroad modeler and a utility boat owner. There are online forums for collectors. all is well. Back in those days, I once asked the editor of a watch magazine why his magazine never spoke ill of watches. "It has no value to our audience," he replied.
He was right. Watch magazines were—and are—escapism. Unlike a car or a blender, a watch won't get you killed or set your house on fire. There's no need to say that if you don't like watches. As an edit, you just ignored it.