Audemars Piguet unveils a steel Royal Oak for less than 40,000 euros: the model to treat yourself to

In 2026, Swiss watchmaker Audemars Piguet strikes a blow. It unveiled a new Royal Oak priced at less than 40,000 euros. This announcement shook the world of luxury watchmaking, where prices soar every year.

A Royal Oak at last accessible to enthusiasts

The Brassus-based brand is now offering an iconic watch at a more affordable price. The new reference is positioned under the symbolic 40,000 euro mark. For many enthusiasts, this price represents a rare opportunity to acquire a legendary timepiece.

For years, the Royal Oak has been the embodiment of Swiss watchmaking expertise. Its octagonal case and visible screws revolutionized the industry back in 1972. This new version perpetuates this heritage while adapting to current market expectations.

As a result, collectors can finally consider this piece without breaking the bank. The Manufacture is responding to a strong and constant demand. It also proves its ability to innovate while remaining faithful to its codes.

“Royal Oak has represented the very essence of our house for over fifty years.”

Strategic market positioning

This pricing decision is not insignificant for Audemars Piguet. The brand is seeking to broaden its customer base without sacrificing its prestige. It also responds to recurring criticism of the increasing inaccessibility of luxury watchmaking.

The watch segment between 30,000 and 40,000 euros remains highly competitive. Yet few prestigious brands offer their flagship models in this segment. This Royal Oak fills an important strategic gap.

The Royal Oak – Chronographe, meanwhile, retails for around 36,900 euros. This enriched version offers additional complications for time-keeping enthusiasts. It is the perfect complement to the Manufacture’s affordable range.

• Signature octagonal case with meticulous finish
• Price under 40,000 euros for the basic model
• Chronograph available at around 36,900 euros
• World-renowned Swiss watchmaking expertise
• Iconic design unchanged since 1972

The complete range for every budget

In addition to this novelty, the Swiss company offers a varied range of products. The Royal Oak – Offshore appeals to lovers of more imposing sports watches. This line adds a contemporary touch to the brand’s classic DNA.

For enthusiasts of complications, the Royal Oak – Offshore Chronograph combines robustness and functionality. Its bold design attracts a young, dynamic clientele. This collection has become a benchmark in the sport-chic watch segment.

The grand complications, on the other hand, are reserved for larger budgets. The Code 11.59 – Quantième Perpétuel starts at 104,700 euros. This exceptional timepiece illustrates the pinnacle of savoir-faire at the Manufacture in Le Brassus.

As a result, Audemars Piguet covers a wide spectrum of prices and tastes. Every enthusiast can find a watch to suit his or her means. This diversity reinforces the brand’s dominant market position.

A heritage preserved despite accessibility

Lower prices don’t mean lower quality for this century-old company. Each watch benefits from the same exacting manufacturing standards. As a result, the finishing on all models is beyond reproach.

Le Brassus craftsmen perpetuate gestures handed down from generation to generation. This expertise guarantees the reliability and durability of each timepiece. In short, watchmaking excellence remains at the heart of every creation.

Why this Royal Oak is a game-changer for 2026

This new benchmark comes at a pivotal time for the industry. Consumers are looking for more value in their luxury purchases. Audemars Piguet responds perfectly to this expectation with this balanced proposition.

The secondary watch market is also under pressure. Prices for pre-owned models have been fluctuating wildly for several months. This new Royal Oak for less than 40,000 euros offers a reassuring alternative.

Many neophytes take the plunge thanks to this reasonable entry price. They gain access to a world previously reserved for wealthy initiates. This controlled democratization benefits the entire watch industry.

Finally, this strategy reinforces the brand’s overall desirability. It proves that excellence and accessibility can coexist harmoniously. The Swiss manufacture thus confirms its place among the world’s watchmaking giants.

• Audemars Piguet