In short
- On AP's UK website on 26 October 2026, the lowest Audemars Piguet price was £15,700, for the steel Royal Oak Quartz. A steel Royal Oak Selfwinding was £23,000 to £25,200.
- Many complications, and every Royal Oak Concept, are price on request.
- Steel Royal Oaks are hard to buy new. AP made an estimated 53,000 watches in 2025 and sells mainly through its own boutiques.
- Pre-owned AP traded about 3% above retail on average at the end of June 2026, and 5.9% above in the next quarterly report. Individual references vary widely.
- At list, a steel AP costs roughly two and a half to three times a comparable steel Rolex.
The Audemars Piguet price you find online is often a dollar figure, a dealer's asking price or an undated range. This guide gives the UK list price of the main Royal Oak, Royal Oak Offshore and Code 11.59 references, taken from AP's own UK website on 26 October 2026. It then explains what pre-owned AP sells for, what moves the price, the cheapest way in, and how AP compares with Rolex.
We are an independent dealer that buys and sells Audemars Piguet, so we have an interest. Every figure below is dated and linked to its source. Where no reliable figure exists, we explain what moves the Audemars Piguet price instead of guessing.
Audemars Piguet price list: UK retail prices in October 2026
Every price in this section is the UK list price as shown on audemarspiguet.com on 26 October 2026. AP describes these as non-binding recommended public prices in Great Britain, VAT included. The brand can change them at any time, so check its site before you rely on any single Audemars Piguet price.
Royal Oak prices
The Royal Oak, launched in 1972, is the watch most people mean when they search for an AP watch price. The steel Selfwinding models in 34, 37 and 41mm are the core of the range, and the "Jumbo" Extra-Thin is the modern successor to the 1972 original.
| Model | Reference | Case | UK list price |
|---|---|---|---|
| Royal Oak Quartz | 67650ST | 33mm, steel | £15,700 |
| Royal Oak Selfwinding | 77450ST | 34mm, steel | £23,000 |
| Royal Oak Selfwinding | 15550ST | 37mm, steel | £24,000 |
| Royal Oak Selfwinding | 15510ST | 41mm, steel | £25,200 |
| Royal Oak Selfwinding | 15510OR | 41mm, pink gold | £41,000 on a strap; £61,900 on a gold bracelet |
| Royal Oak "Jumbo" Extra-Thin | 16202ST | 39mm, steel | £31,600 |
| Royal Oak "Jumbo" Extra-Thin | 16202BA, 16202BC | 39mm, yellow or white gold | £75,900 |
| Royal Oak Selfwinding Chronograph | 26450ST | 38mm, steel | £33,900 |
| Royal Oak Selfwinding Chronograph | 26240ST | 41mm, steel | £35,000 |
| Royal Oak Selfwinding Chronograph | 26240OR | 41mm, pink gold | £50,300 on a strap; £73,500 on a gold bracelet |
| Royal Oak Perpetual Calendar | 26674ST | 41mm, steel | £97,800 |
Two patterns stand out. Steel is the entry point to the Audemars Piguet price list in every family. And a gold bracelet adds far more than you might expect: the pink gold Royal Oak 41 costs £20,900 more on its gold bracelet than on a strap. Gem-set versions cost more again, and several are price on request. Our pre-owned Royal Oak collection lets you compare these figures with real watches.
Royal Oak Offshore prices
The Offshore, introduced in 1993, is the bigger, sportier Royal Oak, with a thicker case and, on many models, a rubber strap. Here is the Audemars Piguet price of the main steel references, with titanium and gold for comparison.
| Model | Reference | Case | UK list price |
|---|---|---|---|
| Royal Oak Offshore Selfwinding | 15605SK | 43mm, steel | £23,800 |
| Royal Oak Offshore Diver | 15720ST | 42mm, steel | From £25,900 |
| Royal Oak Offshore Selfwinding Chronograph | 26430TI | 37mm, titanium | £32,400 |
| Royal Oak Offshore Selfwinding Chronograph | 26238ST | 42mm, steel | From £33,500 on a strap; £40,500 on a steel bracelet |
| Royal Oak Offshore Selfwinding Chronograph | 26420ST | 43mm, steel | £36,100 |
| Royal Oak Offshore Selfwinding Chronograph | 26420RO | 43mm, pink gold | £56,600 |
On the 42mm steel chronograph, the Audemars Piguet price depends on the strap or bracelet as much as the case. See our Royal Oak Offshore collection for pre-owned examples.
Royal Oak Concept prices
The Royal Oak Concept is AP's experimental line, with flying tourbillons and split-seconds chronographs in titanium and carbon cases. On 26 October 2026, all four Concept references on AP's UK site were price on request, so there is no published Audemars Piguet price to quote.
Code 11.59 prices
Code 11.59, launched in 2019, is AP's round-cased collection, built around an octagonal middle case. It also carries the lowest Audemars Piguet price for an automatic watch.
| Model | Reference | Case | UK list price |
|---|---|---|---|
| Code 11.59 Selfwinding | 15210ST | 41mm, steel | £22,700 |
| Code 11.59 Selfwinding | 77410OR | 38mm, pink gold | £29,700 |
| Code 11.59 Selfwinding Chronograph | 26393ST | 41mm, steel | £31,300 |
| Code 11.59 Selfwinding Chronograph | 26393OR | 41mm, pink gold | £43,200 |
| Code 11.59 Perpetual Calendar | 26494BC | 41mm, white gold | £94,900 |
Why the boutique Audemars Piguet price is hard to get
A published Audemars Piguet price only helps if you can buy at it. For the most wanted references, especially steel Royal Oaks, that is the hard part, for three reasons.
- Small production. AP does not publish its figures, but Morgan Stanley and LuxeConsult estimated that it made about 53,000 watches in 2025, against about 1.15 million for Rolex (The Hour Markers, 20 February 2026).
- Few places to buy. AP sells new watches mainly through its own boutiques and AP Houses rather than a wide network of jewellers, and its UK product pages invite you to plan an appointment rather than buy online.
- Demand above supply. When a watch resells for more than its list price, demand is outrunning supply. AP was one of only three brands whose watches traded above retail on average in 2026, which is why a boutique can choose who is offered the most popular steel models.
So the Audemars Piguet price on the boutique's list and the price you actually pay can be two different things. If you are offered a steel Royal Oak at list, you are paying the lowest price available. If not, the pre-owned market is the alternative, and there supply and demand set the price, not AP.
Pre-owned Audemars Piguet price compared with retail
The most reliable dated measure is the quarterly Morgan Stanley report built on WatchCharts data. It tracks value retention: the percentage difference between a watch's official retail price and what buyers pay on the pre-owned and grey market. A positive figure means watches trade above retail.
| Morgan Stanley / WatchCharts report | Date | Audemars Piguet | Rolex | Patek Philippe |
|---|---|---|---|---|
| Q2 2026 | Snapshot taken 29 June 2026 | 3% above retail | 9.8% above | 15.4% above |
| Q3 2026 | Published 13 October 2026 | 5.9% above retail | 10.3% above | 16.3% above |
Sources: WatchPro, 17 July 2026, for Q2 and Forbes, 20 October 2026, for Q3. In both reports, every other brand tracked traded at least 25% below retail on average. Read the numbers with care, though:
- They are brand averages. In the same Q2 report, Rolex's Oyster Perpetual traded 35% above retail while its Sea-Dweller was 21% below. The pre-owned Audemars Piguet price of one reference can be just as far from the brand average.
- They are not UK prices. AP's US site lists the steel Royal Oak 15510ST at $31,900 excluding sales tax, while the UK list price of £25,200 includes 20% VAT. Converting a dollar figure will not give you a UK Audemars Piguet price.
- The market is below its peak. The WatchCharts Overall Market index cited in the Q3 report rose for a fifth quarter running in Q3 2026 and was 8.3% higher than a year earlier, but still about 29% below its April 2022 peak.
- Supply is rising. The Q3 report found the value of watches listed for sale at a record for all six brands it studies in depth, AP included. More listings can cap prices, even for the Royal Oak.
For a specific watch, a range is no use. Send us the reference, condition and photographs for a free valuation, or see the live prices of the watches we hold further down this page.
What moves the Audemars Piguet price of a pre-owned watch
Two Royal Oaks that look alike can carry a very different Audemars Piguet price. These are the factors we check first.
- Reference. It tells you the model, size, metal and bracelet. A 15500ST and a 15510ST look similar but are different generations, priced differently.
- Metal. Steel is the most traded. Gold, titanium and ceramic each have a smaller pool of buyers, so their resale price relative to list can differ a lot from steel.
- Dial. Some dials were made briefly or in limited numbers and are sought after; others are less in demand.
- Year. A recent watch may still be within AP's own warranty. An older one may be a wanted discontinued reference, or simply the previous model.
- Full set. Box, warranty card or certificate, booklets and spare links. A full set generally holds its value better. See box and papers explained.
- Service history. A recent service by AP or a qualified watchmaker adds confidence. A watch due a service is valued with that cost in mind.
- Condition. The Royal Oak's case and bracelet alternate brushed and polished surfaces with sharp bevelled edges. Heavy polishing softens them for good, so an unpolished case is worth more.
- Aftermarket diamonds. Stones set by AP are part of the original reference. Stones added later lower the value to most buyers.
- Demand. What buyers want now for that exact reference, dial and metal. It moves, and differs widely between models.
Originality runs through all of these. Replacement dials, hands, bezels or bracelets, even good ones, usually reduce the Audemars Piguet price a buyer will pay.
The cheapest AP watch: the lowest Audemars Piguet price, new and pre-owned
The answer depends on whether you want new or pre-owned, and whether you mind a quartz movement.
New
On AP's UK site on 26 October 2026, the lowest Audemars Piguet price was £15,700, for the 33mm steel Royal Oak Quartz (67650ST). The lowest-priced automatic models were:
- Code 11.59 Selfwinding 41mm, steel (15210ST): £22,700.
- Royal Oak Selfwinding 34mm, steel (77450ST): £23,000.
- Royal Oak Offshore Selfwinding 43mm, steel (15605SK): £23,800.
- Royal Oak Selfwinding 37mm, steel (15550ST): £24,000.
The catch is availability, not the Audemars Piguet price itself: a steel Royal Oak at list can be harder to obtain than the money suggests.
Pre-owned
Pre-owned widens the choice, and each of these can lower what you pay:
- An earlier generation of the same model, though some older references are wanted by collectors and trade above the current one.
- A less requested size or dial than the most popular combination.
- A watch without its box and papers, which usually costs less but can be harder to sell later.
Whatever you choose, compare the pre-owned Audemars Piguet price with the UK list price above. Paying more than list is the cost of not waiting. Paying less is only a bargain if the watch is genuine, original and as described.
A note on the Royal Pop
The Swatch x Audemars Piguet Royal Pop went on sale in Swatch stores on 16 May 2026 at £335 or £350 (Stuff, 16 May 2026). It is a Bioceramic pocket watch with the Royal Oak's octagonal bezel, not an Audemars Piguet watch, so it tells you nothing about the Audemars Piguet price of a Royal Oak.
Is AP more expensive than Rolex?
Yes, at list, and by a wide margin. Here is the Audemars Piguet price of three steel models against their closest Rolex equivalents, from each brand's own UK website on 26 October 2026.
| Type of watch | Audemars Piguet | Rolex |
|---|---|---|
| Steel three-hand sports watch | Royal Oak Selfwinding 41mm (15510ST): £25,200 | Submariner Date 41mm (126610LN): £9,500 |
| Steel chronograph | Royal Oak Selfwinding Chronograph 41mm (26240ST): £35,000 | Cosmograph Daytona 40mm (126500LN): £14,050 |
| Smallest steel model | Royal Oak Quartz 33mm (67650ST): £15,700 | Oyster Perpetual 28 (276200): £5,150 |
The Rolex figures are suggested retail prices including VAT, as shown on rolex.com. On these pairs, the Audemars Piguet price is roughly two and a half to three times the Rolex one. The brands also work at very different scales: on Morgan Stanley's estimates, Rolex made more than twenty times as many watches as AP in 2025.
On the pre-owned market the picture shifts. In both 2026 reports above, Rolex held a higher average premium over retail than AP: 9.8% against 3% at the end of June, and 10.3% against 5.9% in Q3. So AP costs more new, but on brand averages Rolex has held its list price more strongly. The exact reference still decides it. Our guide to the cheapest Rolex covers the other side of the comparison.
AP's own certified pre-owned programme
Audemars Piguet now runs its own certified pre-owned platform, The Watch Keepers. It went live in October 2026: Watchonista reported the launch on 26 October 2026, and the platform's own FAQ says it is fully owned and operated by AP. As of 26 October 2026, the FAQ sets out these terms:
- Not yet open to UK buyers or sellers. Anyone can browse, but buying and selling are reserved for verified residents of the European Union and Switzerland, with other regions to follow.
- Watches must be more than two years old, counted from the original date of sale.
- AP authenticates every watch against its archives and grades its condition on a five-point scale.
- Buyers get a two-year warranty and 14 days to return a watch, subject to conditions.
- Sellers pay commission: 20% on the first €25,000, 15% on the portion from €25,001 to €50,000 and 10% above that. Sellers choose a set price or a bidding window, and payments are in euros.
So the Audemars Piguet price on The Watch Keepers is set by sellers and bidders, not by the boutique list. For UK owners, the routes are unchanged for now: a boutique for a new watch, and an independent dealer, auction house or private sale for a pre-owned one. We are one of those independent dealers, and we are not part of AP's programme.
Buying or selling an AP with Kings & Queens
We buy, sell and part-exchange Audemars Piguet from our showroom in Hatton Garden, London, open by appointment.
- Buying. Every pre-owned watch we sell comes with our 12-month mechanical warranty, 14-day returns and free, fully insured UK delivery. Each listing shows the current Audemars Piguet price of that watch.
- Selling. Ask for a free valuation. We pay for insured postage or collection, and once the price is agreed you are paid within 24 hours. See sell your Audemars Piguet or sell your Royal Oak.
- Part-exchange. Set the value of your AP against another watch through part-exchange.
Questions about a particular reference? Contact us. Our Audemars Piguet page shows everything we hold today.
Frequently asked questions
How much is an Audemars Piguet watch in the UK?
On AP's UK site on 26 October 2026, the lowest Audemars Piguet price was £15,700, for the steel Royal Oak Quartz. The cheapest automatic was the steel Code 11.59 Selfwinding at £22,700, and a steel Royal Oak Selfwinding was £23,000 to £25,200 depending on size.
How much is an AP Royal Oak?
In steel, the Royal Oak Selfwinding was £23,000 (34mm), £24,000 (37mm) or £25,200 (41mm), the "Jumbo" Extra-Thin £31,600 and the 41mm Chronograph £35,000, as shown on AP's UK site on 26 October 2026. Pre-owned, the Audemars Piguet price depends on the exact reference and can be above or below list.
What is the cheapest AP watch?
New, the 33mm steel Royal Oak Quartz (67650ST), at £15,700 on AP's UK site on 26 October 2026. The cheapest automatic was the steel Code 11.59 Selfwinding at £22,700. Pre-owned, an earlier generation or a watch without full papers can cost less.
Is AP more expensive than Rolex?
Yes, at list. A steel Royal Oak 41 was £25,200 against £9,500 for a steel Submariner Date, on each brand's UK site on 26 October 2026. Pre-owned, Rolex held a higher average premium over retail than AP in the 2026 Morgan Stanley reports.
Do Audemars Piguet watches hold their value?
On average, they did in 2026: AP traded about 3% above retail at the end of June and 5.9% above in the Q3 report. The average hides wide differences, so judge the Audemars Piguet price of the exact reference.
Why is the Audemars Piguet price in the US different?
US prices are in dollars and exclude sales tax; UK list prices include 20% VAT. On 26 October 2026, AP's US site listed the steel Royal Oak 15510ST at $31,900 before tax, against £25,200 including VAT in the UK.
Can I buy certified pre-owned AP in the UK?
Not yet. AP's own platform, The Watch Keepers, went live in October 2026, but buying and selling are limited to verified residents of the EU and Switzerland. We are an independent dealer and not part of AP's programme.
Can I sell or part-exchange my Audemars Piguet with you?
Yes. Ask for a free valuation. We pay for insured postage or collection, and once the price is agreed you are paid within 24 hours, or the value goes towards your next watch.
Audemars Piguet in stock now
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Kings & Queens Watches is an independent dealer and is not affiliated with Audemars Piguet.
