Retro is in. To get a sense of how nostalgia is used in advertising today, let’s travel back to 1972 with luxury watchmaker Audemars Piguet. The brand’s celebratory flashback sequence also makes quick visits to 1982, 1992, 2002, and 2012 before pulling into the present.
Since its launch on April 15, 1972, the Royal Oak—the flagship model of luxury watch brand Audemars Piguet—has been known for its trademark octagonal design. According to the brand’s press release, the timepiece has also been “a symbol of audacity, and a refusal to capitulate.” How that’s possible, I can’t say.
I also can’t say what these timepieces cost, because the brand’s website won’t give up the price. Instead, it says, “price on request.”
Currently, the family-owned Swiss company produces around 40,000 timepieces annually.