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Audemars Piguet chief executive François-Henry Bennahmias says that watch brands will cut retail partners out of their future plans unless they can prove their value.
Two rare Royal Oak Perpetual Calendars in great condition will go under the hammer, as well as an as-new steel Royal Oak with black tapisserie dial from 1976.
After a first quarter surge, driven mainly by rumours and then confirmations of discontinued watches, prices for the world's hottest watches from the likes of Rolex, Patek Philippe and Audemars Piguet are starting to cool.
AJ shared a video of him unboxing the watch to his 12.3 million Instagram followers this week.
The brands are among a star studded line up which also includes Rolex and Omega to go under the hammer this Friday in Switzerland.
Robin Swithinbank believes that a mixture of positive marketing hype and fear of missing out is an irresistible combination that the best brands are executing with increasing confidence.
In securing his 5th green jacket, it did seem somewhat of a formality to see Rolex up there again with past champions including Jordan Spieth and those you associate most with the event being associated with the brand.
Chrono24 is reporting extreme volatility for watches fueled by concurrent announcements and rampant rumours of model discontinuations.
Limited edition stretches convention far beyond core collection pieces by experimenting with form, function, materials and design.
Asking prices had already been rising on the rumor of the 15202ST being discontinued, and yesterday they spiked as Audemars Piguet CEO Françios-Henri Bennahmias confirmed the model will be replaced next year.