Following the steps of brands like Hublot and with François-Henry Bennahmias’ —AP’s CEO— obsession with celebrities and aspirations to become one himself, what used to be one of my favorite luxury watch brands has finally lost all its allure and value, at least for me. The old classics will remain as icons in my book, but when it comes to their latest watches, all I see is a decline in AP’s brand equity, and I am not sure how much more it will endure.