Audemars Piguet just opened a hip new space in lower Manhattan on 52-58 Gansevoort Street in the Meatpacking District, just above Keith McNally’s celebrated Pastis restaurant. The latest features 5,100 square feet of interior space as well as a 2,8000-square-foot outdoor terrace.
The new AP House marks the 13th location for the experiential concept separate, private hangout spaces where the brand can entertain existing and potential clients while selling watches. Upon reaching the second floor, guests enter into a circular heritage room highlighting historic AP pieces in golden bulbous vitrines encircling an art piece featuring blown-up renditions of watch components in the center. Next, guests are welcomed into a wide-open space featuring wide-plank oak floors, exposed brick walls, gray velvet couches, a fireplace, a baby grand piano, a fully-stocked bar, dining table and, of course, custom-designed vitrines to show off current and novelty timepieces.
“You can come and look at watches and even purchase them,” said Ginny Wright, Audemars Piguet’s North American CEO, at a preview of the space yesterday
Audemars Piguet has been on fire in recent years with models, particularly the Royal Oak which celebrates its 50th anniversary this year, increasingly hard to come by at retail. In an attempt to placate its fans, Audemars Piguet upped its production this year from 45,000 watches to 50,000. The new AP House offers a more intimate opportunity for existing and future clients to cozy up to sales staff. For current owners, it is a more private off-street space, while prospective customers can get a more tailored experience. The house is open to the public although an appointment is recommended.
For walk-ins, Wright says there will be a welcome host that will invite guests in to see the space and have a quick conversation, however, serious buyers will still be encouraged to come back another time to meet with a watch expert.
The brand also has plans to host ongoing events at the house The official opening for the public today Monday, May 23rd. For those already in New York, the brand hosts a Royal Oak 50th Anniversary immersive installation at the Hudson Yards Mall (until May 25th)In June, Audemars Piguet is officially opening its first ever hotel, Hotel des Horlogers in the Valle de Joux in the home town of the brand.
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