Say it loud: tick tock, tick tock

Salon International de la Haute Horlogerie (SIHH).

Already the name sounds so awe-inspiring and luxurious that you can actually picture yourself pulling up in a Rolls Royce Phantom at the port of St. Tropez to drink some Rosé on Mr. Cavalli’s yacht. And what could you wear for the occasion? Correct – a lot of self tanning lotion (you don’t want to look like Casper on those selfies next to Roberto) and an exclusive watch by Audemars Piguet.

So here’s an idea: why not go for the brand new Royal Oak Concept that will be unveiled as an exclusive world premiere at the SIHH 2015 in Geneva? This brand new masterpiece is the result of eight (!) years of research in an acoustic laboratory. Imagine how many Swiss ears had to be sacrificed during that time span…and WWF keeps talking about dolphins. The new and innovative acoustics emerge from a collaboration with the EPFL (Ecole Polytechnique Fédérale de Lausanne) and promise to have discovered the perfect minute repetition in a never heard volume for a wristwatch. No wonder AP has applied for three new patents.

All this technicalities above sum up to the loudest chiming clock you have ever heard despite its water-resistance. While every one else is driving a Tesla you are roaring down the street in a 16-cylinder Bugatti. This is neither for timid personalities, nor does it fit into the very inherent Swiss understatement mentality – this is as loud as a red suit at a black tie event and it will make people turn their heads.

If you are convinced by now that this should be your next purchase, let me manage your expectations. The watch shown at the next SIHH in Geneva is a prototype for the time being. And guessing by the specifics of this item and the research efforts involved it may not be at everybody’s reach. But at least you can attend the Salon, take some pictures and let your fantasy carry you away…minute after minute.

Thanks to the Pool Team and Audemars Piguet for the pictures and information.