In 1972, the renowned watchmaker Gerald Genta designed the now legendary Audemars Piguet Royal Oak, which was not only the first luxury sports watch in stainless steel but also a direct response to the looming quartz crisis, which was crippling the Swiss Watch economy. The Royal Oak played a critical role in AP's continued success despite its sluggish start with consumers and collectors. The watch's unique features, such as its sharply beveled case, signature integrated bracelet, and octagonal bezel with exposed screws, made it an outlier from other rather traditional watches of its time. The steel construction of the watch paired with its steep price, was initially criticized for lacking the elegance precious metal like gold or platinum. This choice of steel eventually became one of its most defining features.

Today, the Royal Oak is regarded as one of the most sought-after timepieces in the world of horology, thanks to its previously dismissed design details that have now become iconic. The Royal Oak's influence is evident in the design of other legendary watches such as the Patek Philippe Nautilus, Vacheron Constantin Overseas, Rolex Oysterquartz, and many others. No single watch has impacted the trajectory of a brand such as the Royal Oak has for Audemars Piguet.