Today, Audemars Piguet presented a new version of the Royal Oak named the Mini in a 23 mm size and referred to it as a ‘comeback’. In AP’s words: “A glowing come back for the mighty Mini Royal Oak, offered for the first time in a 23 mm diameter and executed in a choice of 18-carat yellow, white or pink Frosted gold.” In reality, not really a comeback. If it’s a real comeback, it cannot be referred to as: “the first time for this size.” Not sure who’s now in charge of marketing at Audemars Piguet but they need to hire some new copywriters and quit being a one-trick pony. With this release, I ask myself the following questions:
Why can’t AP design a new watch and make it as big as the Royal Oak?
Why not be as creative as other watch brands are in the industry?
Why wasn’t this watch released in stainless steel like the true essence of the Royal Oak?
Why not make a comeback and launch the mini in the same size as this predecessor?
The new Mini Royal Oak is somewhat inspired by the discontinued Royal Oak Ladies Quartz watch ref. 66270 but it is not a comeback. An often forgotten reference that is truly one of the best looking ladies’ watches ever made. This beautiful reference circa 1990s is fitted with a dark blue 'petite tapisserie' dial that has the same hue of blue as the first Royal Oak Jumbo launched in 1972. This is what the new Mini Royal Oak should’ve looked like. While the Royal Oak ref. 66270 had a 25 mm case size that for today's standards is already relatively small, AP decided to launch the Mini Royal Oak at 23 mm, which is ridiculously small in this day and age.
The Royal Oak reference 66270 had a wrist presence that was pure ''grandeur' due to its iconic design and pedigree. This quartz watch was fitted with the AP Quartz Calibre 2160 with a date aperture at 3 o'clock and an estimated battery life of 2-2.5 years. Additionally, this very thin timepiece had a monoblock case like all older Royal Oaks. It came with an integrated bracelet featuring a deployant folding push button clasp bearing the Gay Frères engraving. Gay Frères used to be involved in the construction of the Royal Oak bracelets from 1972 until the late 1990s.
This 'petite' watch is an iconic reference with an amazing wrist presence and not a ridiculous ‘mini’. As you can appreciate in the picture below, this watch wears way bigger than you would think. It's a great everyday watch that matches all types of outfits and it is the perfect companion for a picnic in Central Park or a gala night at Lincoln Center, but the Mini Royal Oak just not for the real AP lovers.
For more info on the current Audemars Piguet Ladies collection click here.
