By Tiyana Jordan
- Audemars Piguet’s and Marvel’s Black Panther timepiece is selling for $164K
- The Black Panther piece was released in limited quantities of 250
If the big screen didn’t have you feeling like a Black Panther superhero, then maybe having the customized watch on your wrist will. The official kickoff of Audemars Piguet’s collaboration with Marvel’s Black Panther is a major co-branding move of its time. The Royal Oak Concept Black Panther Flying Tourbillon is an exclusive, futuristic timepiece selling at a retail price of $164,000. An immortalized and edgy piece, hot like the sub-Saharan of Africa, in which Wakanda reigns even had singer The Weeknd flaunting his limited edition Audemars Piguet ‘Black Panther’ timepiece.
Why This Matters: Ordinarily, high end watchmakers like Audemars Piquet don’t have time to create character watches, unlike the lower end watch brands that typically do. Was it a good decision? Quite frankly, I believe the intersection between the two crossed perfectly. The Black Panther piece, which is the first in a series of co-branded Audemars Piguet and Marvel watches, was released in limited quantities of 250.
Black Panther ticked in on the charts as the highest grossing superhero movie of all time in the United States. Plus, the decision of a Swiss company to understand the value of co-branding with a film that dominated using a majority Black cast, director, producer, along with being the first of its kind timepiece. Audemars Piguet also created a one-off version of the Black Panther watch that was auctioned off for $5.2 million, which, according to GQ, marked an all-time record for an Audemars Piguet watch sold at auction.
What’s Next: Oh, I have time today, and it was a great decision for Marvel to partner with Audemars Piguet. Representation matters especially as part of luxury brand production. We’re here FOREVER!
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Tiyana Jordan is an author and coworking space business owner in New Orleans, who strategically reads from the bottom to the top (to intake the main points first) and really enjoys business development and branding.
