If you’ve been comparing luxury watches, you’ve noticed the price gap between Audemars Piguet and Rolex is wider than many assume. A new Rolex can be had for around $5,000, while the cheapest stainless steel AP Royal Oak starts near $20,000.

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Founded Audemars Piguet: 1875 · Founded Rolex: 1905 · AP Royal Oak price range: $28,000 – $200,000+ · Rolex Submariner price range: $9,000 – $60,000+ · Big four watch brands: Patek Philippe, Audemars Piguet, Vacheron Constantin, Rolex

Quick snapshot

1Brand prestige
2Entry price
3Resale value
4Design style
  • AP Royal Oak: integrated bracelet, sporty (Diamond Source NYC (luxury jeweler))
  • Rolex Submariner: tool watch, classic (Exquisite Timepieces) (Diamond Source NYC (luxury jeweler))

Six key facts paint the picture: the price chasm between entry-level models and the exclusivity each brand commands.

Specification Value
Audemars Piguet founded 1875
Rolex founded 1905
AP Royal Oak introduced 1972
Rolex Submariner introduced 1953
Cheapest new AP watch (Royal Oak 41mm) ~$28,000 (steel)
Cheapest new Rolex (Oyster Perpetual) ~$6,000 (steel)

Is AP higher end than Rolex?

The short answer: yes. But the reasons go beyond price tags and into production philosophy.

Brand prestige and exclusivity

Entry price comparison

The cheapest new Audemars Piguet – a steel Royal Oak 41mm – starts around $28,000. Compare that to a Rolex Oyster Perpetual at about $6,000. That gap of more than 4x tells you exactly where each brand positions itself.

  • Rolex entry: ~$5,000 (Oyster Perpetual) (PrestigeTime.com)
  • AP entry: ~$20,000 (stainless steel Royal Oak) (Diamond Source NYC)

Resale value differences

  • Rolex has the highest average resale value among Swiss watchmakers (PrestigeTime.com)
  • AP holds value very well but slightly less than Rolex or Patek Philippe (Raymond Lee Jewelers)
  • On average, it takes 5-10 years for a new AP or Rolex to regain its original MSRP; Rolex takes less time (Raymond Lee Jewelers)
Bottom line: If you want the higher-end badge and lower production numbers, AP is the clear winner. For broader appeal and stronger resale liquidity, Rolex leads.

How much does an AP watch typically cost?

AP watches start steep and climb fast. Here’s the real picture for men’s models.

Cheapest Audemars Piguet watch prices

  • The cheapest new AP model is the Royal Oak Selfwinding 41mm in steel, retailing around $28,000 (Exquisite Timepieces (certified dealer))
  • Some pre-owned examples can be found for less, but entry remains above $20,000 (Diamond Source NYC)

Average cost of a Royal Oak men’s watch

  • Steel Royal Oak models typically run $25,000–$45,000 new (PrestigeTime.com)
  • Gold and complication models easily surpass $100,000 (Exquisite Timepieces)

Pre-owned AP watch pricing on Chrono24

  • Pre-owned AP Royal Oak prices on Chrono24 vary by condition and model, but often remain above $20,000 for steel versions (Exquisite Timepieces)
  • Vintage models can command premiums depending on rarity (Diamond Source NYC)
Why this matters

For a man buying his first luxury watch, the price difference means you’re either in the Rolex bracket (under $10k) or you’re committing to the AP realm (north of $20k). There’s no middle ground.

The implication: the entry price alone filters buyers into distinct tiers.

Is AP cheaper than Rolex?

No – not even close at entry level. But the full cost picture includes maintenance and depreciation.

Price comparison of entry-level models

Three models, one story: AP starts where Rolex ends.

Model New MSRP (approx) Pre-owned typical price
Rolex Oyster Perpetual $5,000 $6,000–$8,000
Rolex Submariner $9,000 $10,000–$15,000
Audemars Piguet Royal Oak (steel) $28,000 $25,000–$35,000
  • Rolex entry is $5,000; AP entry is $20,000+ (PrestigeTime.com)
  • Even the most popular Rolex diver (Submariner) is a third the price of a steel Royal Oak (Raymond Lee Jewelers)

Cost of ownership and maintenance

  • AP service intervals and costs are higher than Rolex, reflecting the higher complexity of integrated chronograph movements (Exquisite Timepieces)
  • Rolex servicing is widely available and relatively affordable (Diamond Source NYC)

Resale market values

  • Rolex depreciation is lower overall – some models even appreciate (PrestigeTime.com)
  • AP Royal Oak models hold value well but the market is thinner, making resale slower (Raymond Lee Jewelers)
The catch

Cheaper to buy does not equal cheaper to own. A lower-priced Rolex will cost you less upfront, but if you want the cachet of an AP, the premium is the point, not the problem.

The pattern: Rolex’s lower entry cost is offset by higher demand, while AP’s premium is a statement of exclusivity.

Is AP better than Patek Philippe?

Both sit in the so-called “holy trinity” of Swiss watchmaking, but they serve different buyers.

Craftsmanship and complications

  • Patek Philippe is often considered more prestigious than AP, especially for complicated dress watches (PrestigeTime.com)
  • AP focuses on sporty, integrated designs like the Royal Oak, while Patek excels at complications (Raymond Lee Jewelers)

Market positioning

Both are among the big four, but Patek commands even higher prices at auction and has a stronger legacy in ultra-complicated pieces.

  • Patek Philippe entry price starts around $20,000 for a steel Calatrava (Diamond Source NYC)
  • AP Royal Oak entry is ~$28,000 – similar but AP offers a sportier identity (Exquisite Timepieces)

Collector demand

  • Patek Philippe watches often achieve the highest prices at auction among the big four (PrestigeTime.com)
  • AP Royal Oak models, especially limited editions, have strong collector followings (Raymond Lee Jewelers)

“Audemars Piguet’s Royal Oak is the most recognizable integrated-bracelet sports watch in the world. It’s not about being better than Patek – it’s about a different kind of luxury.”

– PrestigeTime.com (luxury watch specialist)

Bottom line: If you want a dress watch with timeless complications, Patek wins. If you want a bold, sporty statement piece that defines a category, AP is your answer.

What this means: the choice between AP and Patek is one of identity, not hierarchy.

What are the big 4 watch brands?

The “big four” refers to Patek Philippe, Audemars Piguet, Vacheron Constantin, and Rolex – the brands that define ultra-luxury watchmaking.

List of the holy trinity plus Rolex

  • The traditional holy trinity is Patek Philippe, Audemars Piguet, and Vacheron Constantin (Diamond Source NYC)
  • Rolex is often added to create the “big four” due to its unmatched global recognition and market dominance (PrestigeTime.com)

Why these brands dominate

  • Each has a distinct identity: Patek for complications, AP for integrated sport watches, Vacheron for classic elegance, Rolex for robust tool watches (Raymond Lee Jewelers)
  • All four maintain strict control over production, keeping supply below demand (Exquisite Timepieces)

Men’s AP watch within the big four

  • AP is the only one of the big four that focuses almost exclusively on integrated-bracelet sports watches for men (Diamond Source NYC)
  • This niche makes the men’s AP watch a standout choice for buyers who value design innovation over tradition (PrestigeTime.com)

“The Royal Oak broke every rule in 1972 and created an entirely new category. That audacity is still what makes a men’s AP watch so compelling.”

– Avi & Co. (luxury retailer)

Upsides of choosing an Audemars Piguet

  • Higher exclusivity – lower production than Rolex (PrestigeTime.com)
  • Iconic design – the Royal Oak is instantly recognizable (Diamond Source NYC)
  • Strong value retention compared to most non-Rolex brands (Raymond Lee Jewelers)

Downsides of choosing an Audemars Piguet

  • Higher entry price – at least $20,000 (Exquisite Timepieces)
  • Less liquid resale market – may take longer to sell (PrestigeTime.com)
  • Higher service costs – specialized movements require expert care (Raymond Lee Jewelers)

“While Rolex holds its value slightly better, an Audemars Piguet Royal Oak remains a strong investment for collectors who value artistry over volume.”

– PrestigeTime.com (luxury watch specialist)

Bottom line: The trade-off: you pay more upfront and accept a thinner resale channel, but you own a piece of horological history that only a few thousand people in the world will ever own.

Related reading: Audemars Piguet vs Rolex price comparison � cheapest Audemars Piguet models and resale value

Additional sources

youtube.com, bobswatches.com, luxurytimenyc.com, reddit.com

For a closer look at the model that redefined luxury steel watches, see this comprehensive Audemars Piguet Royal Oak guide covering pricing, history, and models.

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Frequently asked questions

Is an AP watch a good investment for men?

Men’s AP watches, particularly the Royal Oak, can be good long-term investments. They hold value well, though Rolex and Patek Philippe tend to appreciate faster. According to Raymond Lee Jewelers (authorised dealer), it typically takes 5-10 years for an AP to regain its original MSRP if bought new.

What is the most affordable AP watch for men?

The most affordable new Audemars Piguet for men is the steel Royal Oak Selfwinding 41mm, with an MSRP around $28,000 according to Exquisite Timepieces (certified dealer).

Does Audemars Piguet make quartz watches?

Audemars Piguet does not produce quartz watches. All modern AP movements are mechanical, either automatic or manual-wind, reinforcing their high-end status.

How often should an AP watch be serviced?

Audemars Piguet recommends servicing every 5-8 years. Costs are higher than Rolex due to the complexity of the movements, as noted by Exquisite Timepieces.

Is the AP Royal Oak suitable for daily wear?

Yes, the Royal Oak is designed for daily wear with its stainless steel case and integrated bracelet. However, due to its high cost, many owners reserve it for special occasions. Diamond Source NYC (luxury jeweler) notes that it pairs well with both casual and formal attire.

Are pre-owned AP watches worth buying?

Pre-owned AP watches can offer better value, with steel Royal Oak models often available below retail. Raymond Lee Jewelers advises checking the service history and condition carefully.

What distinguishes AP from Rolex in terms of craftsmanship?

AP movements are often more elaborately finished with hand-beveled edges and higher levels of decoration. Rolex focuses on rugged reliability and ease of service. PrestigeTime.com highlights that AP’s finishing is closer to haute horlogerie standards.

For a man deciding between a Rolex and an Audemars Piguet, the choice is not about which is “better” – it’s about what you value more: the broad utility and investment-grade liquidity of a Rolex, or the artistic exclusivity and design audacity of a men’s AP watch. If you want to join a club of 50,000 owners instead of 800,000, the Royal Oak is the only way in.