Audemars Piguet has launched a new 38mm Code 11.59 Selfwinding model for CHF29,800, a mere CHF1,100 less than its 41mm counterpart. This new 38mm diameter expands the Code 11.59 by Audemars Piguet collection, initially in 18-carat pink gold, according to Deployant. The introduction of this smaller, more versatile Code 11.59 challenges traditional expectations: its price point remains remarkably close to the larger 41mm models. This strategy suggests Audemars Piguet prioritizes market expansion and design versatility over a significantly more affordable entry point, aiming to capture new buyers who prefer smaller luxury watches without diluting the brand's premium positioning.
Pricing and Movement
The 38mm Code 11.59 Selfwinding is priced at CHF29,800, while its 41mm counterpart costs CHF30,900, a difference of only CHF1,100, according to Deployant. This minimal price gap, despite the size reduction, suggests a deliberate strategy to decouple price from material cost, emphasizing brand prestige and design integrity over raw material value. Powering the 38mm model is the self-winding Calibre 5900 movement, 3.9mm thick with a 60-hour power reserve, according to CNA Luxury. The inclusion of a dedicated, high-performance movement further justifies the premium pricing, positioning the smaller model not as a budget option, but as a distinct luxury offering.
Craftsmanship
The Calibre 5900 movement, developed specifically for the 38mm Code 11.59, beats at 4Hz (28,800 vph), according to CNA Luxury. The Calibre 5900 movement demonstrates a commitment to engineering a perfectly proportioned, high-performance watch for smaller wrists. The Calibre 5900 movement signals Audemars Piguet's long-term investment in this segment, ensuring horological quality and premium market positioning. The dial motif, featuring hand-engraved concentric circles with PVD or galvanic color application, further elevates the aesthetic, according to CNA Luxury. This intricate detail ensures the smaller model is a meticulously crafted luxury timepiece, not merely an entry-level variant.
Evolving Dimensions
The 38mm Code 11.59 aligns with a broader industry trend towards smaller, more versatile luxury watch dimensions. This move caters to evolving consumer tastes, shifting from traditionally larger case sizes. By expanding the Code 11.59 collection with this new diameter, Audemars Piguet appeals to a wider demographic, including those preferring a more discreet wrist presence or a gender-neutral design. The expansion of the Code 11.59 collection with this new diameter underscores the brand's responsiveness and adaptability within the luxury segment, potentially setting a new standard for versatile high-horology offerings.
Based on this strategic expansion, Audemars Piguet appears poised to solidify the Code 11.59 collection's market position, likely paving the way for further size and material variations while maintaining its premium identity.
