Story Highlight
– Audemars Piguet aims to diversify beyond Royal Oak.
– New Neo Frame collection launches with Jumping Hour reference.
– Neo Frame design inspired by 1930s Streamline movement.
– Features a new automatic movement, Calibre 7122.
– Price set at £56,100, available June 2026.
Full Story
Audemars Piguet is taking significant steps to diversify its collection beyond the Royal Oak, which has long been the standout watch for the brand, dominating desirability and creating lengthy waiting lists.
In comparison, the Offshore and CODE 11.59 models have struggled to achieve the same level of desirability, often selling on the secondary market at prices approximately 30% lower than their retail values.
However, the landscape may shift in 2026 with the upcoming launch of a new series known as the Neo Frame, introduced today with a modern Jumping Hour reference that captures current trends.
Unlike the contentious debut of the CODE 11.59, which faced substantial criticism on social media, the Neo Frame has garnered positive reactions from enthusiasts, although some have made comparisons to established designs such as the Jaeger-LeCoultre Reverso and Cartier Tank à Guichets.
These parallels may be overly critical, as the Neo Frame Jumping Hour presents a unique design that stands out within the Audemars Piguet lineup. Its aesthetic draws inspiration from the Streamline design movement of the 1930s, an offshoot of Art Deco known for its focus on aerodynamic shapes and smooth lines.
Additionally, the new model echoes elements of the 1929 Audemars Piguet Heure Sautante, which was significant for introducing jumping hours. The latest release, however, is said to take cues from an early version, the Pre-model 1271 from the same year.
Notably, the 1929 Heure Sautante fetched CHF 52,920 at the Phillips Geneva Watch Auction: XV in 2023, highlighting the brand’s rich history.
The Neo Frame integrates a newly developed movement, the Calibre 7122, which marks Audemars Piguet’s initial foray into automatic jumping hours, visible through a sapphire case back. It features an 18ct pink gold case sized at 32.6mm by 34mm, complemented by a black PVD-treated sapphire dial and gold-toned micro-blasted apertures. The watch is finished with a textured black calfskin leather strap.
Ilaria Resta, the chief executive officer of Audemars Piguet, expressed the brand’s vision, stating, “Audemars Piguet has always remained rooted in its past while looking toward the future. The Neo Frame Jumping Hour model embodies this philosophy, paying tribute to our rich horological heritage through an emblematic timepiece reinterpreted with cutting-edge techniques and a contemporary approach.”
This new timepiece will be available for purchase from June 2026 at a retail price of £56,100, making it advisable for interested buyers to secure their place on the waiting list promptly.
