Cult Swiss haute watch brand Audemars Piguet will open its first AP House in London on Sloane Street, bringing some of the most extraordinary watches in the world to the Street.
The new boutique is a part of the brand’s new retail concept, which is an imagining of how brand founders Jules Louis Audemars and Edward Auguste Piguet might interact with their clients in the 21st Century, and takes inspiration from the natural landscape of the Manufacture’s home in the Vallée de Joux, at the heart of the Swiss Jura.
Elegant, natural materials like pale stone and pale wood emphasise the brand’s aesthetics, while ample seating in modernist shapes and luxurious carpets create an inviting and textural environment where customers can discover the extraordinary timepieces from the oldest fine watchmaking manufacturer still in the hands of its founding families.
“We are very proud of our new boutique on Sloane Street. The location plays an important role for us,” said Audemars Piguet chief executive officer François-Henry Bennahmias in a statement.