![]() ![]() Octagonal case band, hexagonal screws of Audemars Piguet’s Code 11.59 (photo courtesy MichaelH) That’s already a bit problematic from a product portfolio perspective as (at least to me) the Royal Oak already sits atop the dividing line between dress and sport watches, and it’s tough for a single manufacturer to establish two distinct offering personalities in the same space. As noted above, the Code 11.59 line is positioned somewhere between dress and sport. Clearly separate the new line from other ongoing product lines. There are a number of dos and don’ts when it comes to new product strategy, and Audemars Piguet fell afoul of many of them.ġ. Having let the dust settle a bit, let’s take a look at the anatomy of a dismal product launch. In the Quill & Pad team’s SIHH 2019 retrospective, I went on the record to say that I didn’t think the watches themselves were the crimes against humanity some deemed them to be, but that there were substantial problems with Audemars Piguet’s marketing strategy and tactics on Code 11.59. The initial online response to the new Code 11.59 collection was extremely negative, and even among those who withheld judgment until handling the watches I’d say the word “lukewarm” was the general view. ![]() Audemars Piguet’s response: Code 11.59 Flyback Chronograph ![]()
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