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.