First Audemars Piguet Royal Oak Advertisement.
Presented in 1972 as the first sports watch in stainless steel priced higher than most gold timepieces, the Audemars Piguet Royal Oak made a statement immediately. A watch made for those that want the best and won't settle for less. A watch than can only be spotted by those that are in the know and a timepiece that after 40 years has remained true to its essence and core values.
These vintage advertisements are living testament of the launch and evolution of an iconic timepiece. Well thought out taglines and powerful images characterize these ads. Here, you will find fourteen of the most iconic and our favorite Royal Oaks advertisements of all-time —all the way from 1972 thru 1998.
Because "Some Things In Life Speak for Themselves" and the Royal Oak is "Known Only By Those Who Know", everyone knows now that "It Takes More than Money to Wear the Royal Oak".
Now, let's start enjoying the eye candy and the time machine.
Royal Oak Advertisement circa 1974.
Royal Oak Advertisement circa 1974. Translation of Advertisement in Italian: Audemars Piguet is in the British Museum and in the best jewelers of Italy.
Royal Oak Advertisement circa 1977.
As the Audemars Piguet Royal Oak started to position itself as one of the most iconic watches ever created by its 10th birthday, the sophistication and taglines of its advertisements also evolved. During the early to mid-eighties, the advertisements focused more on the lifestyle and the good life enjoyed by those bold and lucky enough to wear one. Also, we can see in the ads that there's some sort of an air of mystery and visual and text elements that reinforced the exclusivity of the watch and also communicated how difficult it was to spot one in the 'wild'. The ads also conveyed that if you owned one it would set you apart from the rest. Today, we feel that the essence of the Royal Oak stays true to what was done from an advertising standpoint even way back then.
Royal Oak Advertisement circa 1979.
Royal Oak Advertisement circa 1981.
Royal Oak Advertisement circa 1982.
Royal Oak Advertisement circa 1984.
Royal Oak Advertisement circa 1986.
Royal Oak Advertisement circa 1989. Translation of Advertisement in German: A New Entitlement has Premiered: Classic in Tantalum. The Royal Oak, the chronograph watch: classic under the sign of the Audemars Piguet house. Watches for the few that can afford them and make the exclusive their standard requirement. We understood it was our obligation to continue this line and present the tantalum series— the noble art of watchmaking in a context of unusual attraction. Tantalum is the medium, whose control demands the mastering of traditional craft and which provides fascinating possibilities of expression. Shimmering and resplendent in gray-blue with a contrast of gold that is simply unmatched and beautiful. The Audemars Piguet in tantalum: a privilege to possess it.
Royal Oak Advertisement circa 1991-1992. Translation of Advertisement in Italian: For those who are never satisfied, there is only one name. Twenty years ago, Audemars Piguet created a watch so unique to be admired and often imitated all over the world: the Royal Oak. Today, the Royal Oak is still unique and cannot be imitated for another twenty years.
As you can see in the ads, after only twenty years, the Royal Oak had already positioned itself as one of the most unique watches ever made and as an authority in the watch industry. The advertising campaigns not only capitalized on the uniqueness of its design but also on the powerful connection between its prestige and the exclusivity of owning one.
Royal Oak Advertisement circa 1992.
Royal Oak Advertisement circa 1998.
Since we truly understand what goes in the 'psyche' of Audemars Piguet Royal Oak owners, we have left our favorite advertisement of all-time for the last part of this post. The tagline clearly summarizes the essence of those who are bold enough to wear an Audemars Piguet Royal Oak and reinforces how it is not a matter of money to wear a Royal Oak but having the right attitude and personality to own one. Because 'It Takes More Than Money To Wear the Royal Oak'.
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Royal Oak Advertisement circa 1992.
