Audemars Piguet’s “AP House” Concept Vision Of Luxury Retail’s Future

Swiss Haute Horlogerie brand Audemars Piguet takes retail sales to a new level with the opening of the first AP House in Hong Kong, that’s actually a luxury apartment, decorated with the same sophisticated contemporary styling as one of their flagship mono-brand boutiques.

Selling to high-end clientele in a more comfortable and less formal environment. When visiting, loyal clients will be able to “invite friends for lunch, organise a business meeting…there’s no obligation to buy a watch. You can take a seat, relax and chill out, if that’s how the mood takes you.” says François-Henry Bennahmias, Chief Executive Officer.

The design of this contemporary private apartment makes it a perfect space for guests to enjoy simple pleasures. Visitors are welcome to relax, reflect, connect or disconnect, while experiencing the team’s impeccable service. The lounge will also play host to exclusive events where guests can discover the Manufacture’s creations, its savoir-faire and its place in today’s world.

The luxury watch retail world is heavily lifestyle and experience focused, and so we expect, and look forward, to seeing more of these non-traditional physical locations as the market evolves.