Royal Oak
From Iconoclast to Icon
This work retraces the impact of Audemars Piguet's Royal Oak, released in 1972, which revolutionized watchmaking with its hand-finished stainless-steel design and the era's thinnest self-winding movement. For the first time, steel was elevated to the same status as gold, reflecting the cultural and industrial shifts of the 1960s and 1970s. The Royal Oak anticipated a more casual yet active lifestyle, marking the dawn of a new era in luxury watchmaking that fused sportiness with refinement. Initially perceived as unconventional, it quickly resonated with free-spirited youth who appreciated its blend of innovation and craftsmanship. Over the years, the Royal Oak has served as a canvas for artistic expression, engaging with various fields such as art, music, and architecture. Today, it stands as a cultural artifact, embodying creative freedom and the youthful spirit of its contributors. The narrative explores the watch's history through a cultural lens, featuring new archival materials and exclusive testimonies from long-time brand associates. Illustrated with imagery spanning six decades, it highlights the evolution of this iconic timepiece, beloved by tastemakers and celebrities alike. Additionally, it introduces “Generation Royal Oak,” a cohort of watch enthusiasts whose achievements reflect the cultural movement that inspired the watch, including figures like Kevin Hart, Bjarke Ingels, and Serena Williams.