The Chronograph That Feels Like an iPhone (But Costs 280K EUR)
There are not other way of saying this: AP just dropped a bombshell.
The Royal Oak “Jumbo” Extra-Thin Selfwinding Flying Tourbillon Chronograph RD#5 is not just another boutique novelty: it’s a statement of intent, a brag, and perhaps a pivot.
This is moment when “thin” enters the lexicon of high complications not as a gimmick, but as a feature. The RD#5 blends extreme technical bravura with user-experience swagger: pushers that require almost no pressure, a flying tourbillon + flyback chrono in a 39 × 8.1 mm case, and materials (titanium + bulk metallic glass) to keep the whole package light. And yes, the press is already making comparisons to smartphone buttons. The RD#5’s pushers are inspired by “soft, iPhone-style buttons”: a cheeky nod to how we expect tactile feedback in our devices.
AP is essentially saying: “We solved one of your pain points. Now live with this.”
What the Watch Actually Delivers
Here’s what lies under the hood (or behind the sapphire):
| Feature | What It Means / Why It Matters |
|---|---|
| Calibre 8100 (new movement) | It reimagines the chronograph reset system. Instead of the conventional hammer + heart cam, AP uses a rack-and-pinion architecture for reset, allowing smoother, lower force interactions. |
| Ultra-thin execution in a “Jumbo” frame | They retain the Royal Oak “Jumbo’s” classic proportions (39 mm diameter, 8.1 mm thickness), but now with both a chronograph and flying tourbillon. That’s a huge mechanical stretch. |
| Pushers with minimal travel & force | The signature claim: the chronograph pushers act with “10-25 times less pressure” than typical chronograph systems. Some comparisons liken them to the tactile response of a phone’s volume button. |
| Flying tourbillon + flyback chrono combo | This is the first time AP has put both those complications in a Jumbo. |
| Materials & finish | The case, pushers, bezel, function selector and portions of the bracelet use bulk metallic glass (a palladium-based alloy) to get scratch resistance, elasticity, and a mirror sheen, paired with titanium for weight control. |
| Limited edition & positioning | Only 150 pieces, priced at EUR 280,000 (pre-VAT). |
| Ergonomics + interface touches | There’s a new function-selector coaxial with the crown (i.e. switch between winding / time setting) without obvious dial elements. And they cloaked the pushers so they visually “merge” into the case more than usual. |
In short: every design decision is about reducing “distance”: distance in thickness, distance in force, distance between man and machine.
2025 iPhone + Thinness: Why this Comparison Makes Sense
Why is everyone talking iPhones and pushers? Because in 2025, “thin” has become a benchmark for design desirability (just look at the iPhone 17 / whatever the newest model is: slimmer profiles, refined edges, haptics that feel real). The Apple aesthetic is now a cultural baseline for how things should feel.
If your watch feels plump, clunky, or demands brute force to use, that’s a psychological dissonance. AP is injecting a UX metaphor from our device habits into haute horlogerie.
One can imagine marketing blurbs: “The watch that clicks like your phone.” That kind of tagline resonates.
Is There Real Market Ferment or Just PR Smoke?
Here’s where it gets interesting (or frustrating, from a data junkie’s POV): I currently don’t see hard evidence of massive Google Trends spikes for “RD#5” or “Audemars Piguet RD5” in public trend tools. The watch was just announced, and most trend platforms are slow (or require paid access) for niche luxury searches.
However:
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The volume of editorial coverage is overwhelming: Monochrome, Hodinkee, The Watch Pages, Revolution, Watchonista are all publishing deep takes within days.
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The narrative is virulent: “iPhone-style pushers,” “redesign of chronograph,” “end of the RD series”, these are hooks editors love.
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The “limited to 150” framing gives collectors FOMO that tends to amplify chatter (forums, Instagram, WhatsApp groups).
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AP themselves are leaning in on ergonomics, usability, and “feeling” as selling points that suggests they believe the user interface angle can spark consumer curiosity beyond just specs.
So, is it mainstream buzz yet? No. But in the luxury watch microcosm, it’s already a headline. If some savvy marketing team were tracking “soft press mentions + collector forum threads + Instagram reposts,” they'd be able to spot an upward curve.
If you’d like, I can try to pull “normalized interest over time” (Trends data) for a few key phrases in Spain/US to see whether early signals exist. Want me to dig that?
Predictions + Traction Potential
Here’s where I place my bets (and where you might lean):
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Trickle into regular production: RD#5 is likely a proof-of-concept for a future, non-tourbillon version with similar pushers and mechanical architecture in “normal” models (i.e. no 280K EUR price).
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Halo effect across AP’s line: Even if only elites own RD#5, the UX innovation in pushers + ergonomics may become a selling point in Royal Oak / Code 11.59 / other lines.
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Collector premium, resale pop: Given the rarity (150 units) and the break from convention, I expect RD#5 will command a strong premium on secondary markets (if owners resell).
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Copycats + patent defenses: Other brands will notice “lower force chronograph” as a theme. AP’s patents around rack-and-pinion reset will be tested, challenged, or used defensively.
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Crossover appeal: The “feels like a phone” talking point may draw some consumer interest outside hardcore watchies: i.e. a younger affluent crowd who appreciate seamless haptics.