Founded in Le Brassus, Vallée de Joux, Switzerland in 1875, collectors started regarding Audemars Piguet (AP) as one among the "Holy Trinity" of watches or "Big Three" in the 1970s, as it stood at the forefront of luxury watchmaking in terms of complication and finishing. In 1972, AP introduced the first luxury sports watch, the Royal Oak, which – even 50 years later – remains among the most iconic timepieces of all time. This, coupled with the brand's more recent collaborations with pop icons such as Arnold Schwarzenegger and Travis Scott, have made AP one of the most desirable brands today.