The world of watches, and indeed luxury in general, is evermore moving towards the experiential—and leaning stylishly into the trend is Audemars Piguet, which has opened its new AP House in London. Situated on Clifford Street in the heart of Mayfair, the 18th century, Grade-II listed townhouse is an inviting 9,800 square-foot space set over four floors—an impressive upgrade from its predecessor: a single-floor space that was located on Bond Street. “Having a larger space naturally enables us to deepen our experiential storytelling,” says Daniel Compton, country general manager of Audemars Piguet Northern Europe, who called the new AP House—three years in the making—“a very special moment.” The new space, which is open to the public, has a notable member’s club-like feel, with nods to British art, design and culture: it’s an ode, in fact, as much to its unique London address as it is the 150-year-old Swiss watchmaker from Le Brassus. Each floor brings something different..
