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There is no single price for an Audemars Piguet watch. Cost depends on the exact reference, the case material, the complication, and whether you are buying new from a boutique or pre-owned from a dealer. As a dated benchmark, two 2026 dealer guides put a new stainless-steel 41 mm Royal Oak 15510ST at roughly $28,500 to $32,800 retail, and pre-owned examples at about $40,000 to $60,000. Those are US-dollar dealer figures, not an official Audemars Piguet (AP) price list. AP’s US product pages identify the models, but the dollar price fields did not display as readable figures when checked, so no official AP price can be confirmed from them.
Why one price cannot answer the question
Audemars Piguet prices are set per reference, not per brand. Even within the Royal Oak line, the case metal, the movement and the complication can move a watch into a different price tier. AP’s own US catalogue shows the difference clearly. The 15510ST.OO.1320ST.06 is a 41 mm stainless-steel Royal Oak Selfwinding with time and date. The 26240BA.OO.1320BA.02 is a 41 mm yellow-gold Royal Oak Selfwinding Chronograph. Those are two different products, with different materials and functions, and they should never be priced as one.
Dealer price snapshots by reference
The table below collects the dealer figures that are available, with the date and source of each. Treat every row as a dated estimate from one dealer, not a current AP quote.
| Reference | Model as described | Dealer retail (US$) | Pre-owned range (US$) |
|---|---|---|---|
| 15510ST | 41 mm stainless-steel Royal Oak Selfwinding | $32,800 (SwissWatchExpo, 2026 table) and about $28,500 (WatchGuys, 2026 guide) | $40,000–$60,000 (SwissWatchExpo, pre-owned values dated February 2026) and $42,000–$50,000 (WatchGuys, 2026 guide) |
| 16202ST | Steel Jumbo | $41,000 (SwissWatchExpo, February 2026) | $70,000–$85,000 (SwissWatchExpo, February 2026) |
| 26240ST | 41 mm steel chronograph | $45,600 (SwissWatchExpo, February 2026) | $45,000–$58,000 (SwissWatchExpo, February 2026) |
| 15407ST | Double-balance model, steel | $89,100 (SwissWatchExpo, February 2026) | $130,000–$170,000 (SwissWatchExpo, February 2026) |
| 26240BA | 41 mm yellow-gold Royal Oak Selfwinding Chronograph | Not stated in the sources reviewed | Not stated in the sources reviewed |
The two guides disagree on the 15510ST. One puts retail about $4,300 higher than the other, and the pre-owned ranges overlap but do not match. Do not average them into a single number. Quote whichever figure matches your source, and give its date.
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Retail and secondary prices measure different things
New watches at AP boutique retail
A new watch’s retail price is what AP’s boutique quotes in a given market, in that market’s currency. It is the only price that comes from AP itself. Availability can also vary by market and by reference, so a price on paper does not guarantee a watch can be bought at that figure on any given day.
Pre-owned dealer asking prices
Pre-owned figures are dealer asking prices for used watches. They can sit above or below a boutique price, depending on demand, condition and how recently the reference was discontinued or changed. A dealer’s range is a spread of listings, not a single transaction.
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Listings and completed sales
A listing shows what a seller is asking. A completed sale shows what a buyer actually paid, including any negotiation. These are different measures, and neither one is an AP price. When you compare figures, note which kind you are looking at.
What moves the price
Reference, complication and size
The reference number, collection, case size and complication set the baseline. The official pages distinguish a time-and-date Selfwinding from a Selfwinding Chronograph, and the dealer table shows how far a chronograph or a double-balance model can sit from a simpler time-and-date watch. Compare like with like: the same reference, the same size and the same function.
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Case and bracelet material
Stainless steel, yellow gold and white gold are all used in AP’s current range, and dealer guides list gold, platinum and other materials across models. Material is one of the largest visible differences between two references in the same family. Check the reference suffix, since the material code is part of it.
Rarity, limited editions and dial configuration
Dealer guides report that limited editions, discontinued models and special dial configurations can command different market prices. The sources do not establish a reliable premium for any particular dial, so treat any specific dial premium as unverified until you see it on listings for that exact reference.
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Condition, finishing and completeness
For pre-owned watches, condition is a major factor. Comparison points include the state of the case and bracelet, whether the case has been polished, documented service history, and whether the box and papers are included. WatchGuys’ CEO cites a $5,000–$15,000 gap tied to condition and a complete set of documents. That is one dealer executive’s estimate, not an established rule, so check it against listings for the same reference.
Buying channel and geography
A price is only meaningful with its currency, date, market and channel. Taxes, import costs and local demand all differ between markets. A US-dollar dealer figure cannot be assumed to match a price in euros, pounds or yen, and a price from a region with different AP terms may not reflect the same options.
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What AP’s own valuation terms say
AP’s Spain customer-service terms, dated March 2024, describe a separate figure: an indicative replacement price. On written request, and for insurance purposes, AP can provide that figure. For a current-collection watch, it is based on the price of a new watch of the same model at AP’s Madrid boutique. For an older model, AP makes reasonable efforts to provide the price of a similar current model. The terms also say AP cannot provide an indicative replacement price for limited editions or for watches more than 25 years old. In those cases, the customer may contact a well-known auction house to value the watch.
The terms draw a clear line between replacement pricing and market value. Clause 10.2 states: “AP will not appraise the market value of any individual watch.” This applies to the Spain terms; other AP markets may have different terms, so check the one that applies to you.
How to get a comparable, current price
- Confirm the full reference, including the suffix, against AP’s official product page for the model you are considering.
- Ask your local AP boutique for the current retail price and availability in your currency. Ask whether taxes are included.
- Pull dated pre-owned listings for the same reference, the same material and the same complete or incomplete state.
- Adjust for condition, polishing, service history and documentation before comparing listings with each other.
- Record the currency, date, market and whether each figure is a listing or a completed sale. Use only figures that match on all four.
Where these figures stop being reliable
- The dealer snapshots above are dated early 2026 and may have moved since.
- The SwissWatchExpo pre-owned values are dated February 2026; the WatchGuys figures are from its 2026 guide without a month.
- The AP valuation terms cited here apply to Spain and are dated March 2024.
- Taxes, allocation, dealer inventory and listing prices can change quickly, and a single listing can be priced well away from the range a dealer publishes.
For the figure that matters to you, the most reliable source is your local AP boutique, followed by dated listings for the same reference and condition.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
