Audemars Piguet charged more for a steel watch than for its gold ones.
In 1972 the Royal Oak, sketched overnight by Gérald Genta, cost 3,300 Swiss francs, more than the house’s own gold Model 5043. Its director, Georges Golay, came in one morning saying, “I think we’re crazy. We will never sell steel watches at this price!” By December it had delivered 490, a yearly record for any one of its models.
Audemars Piguet on Brandseum