First Review: Audemars Piguet's New AP House For London
Audemars Piguet has relocated its AP House in London to a new, larger venue on Clifford Street, moving from its original location on New Bond Street. The new space, covering nearly 10,000 square feet, features a lavish reception, storytelling areas showcasing vintage timepieces, and a club-like atmosphere designed to provide a luxurious experience for watch collectors. With elements like a fully-equipped kitchen and opportunities for exclusive events, the AP House aims to create a hospitality-focused environment that encourages customers to engage with the brand in a relaxed setting. The concept of the AP House, initiated by former CEO François-Henry Bennahmias, emphasizes a unique retail experience distinct from traditional watch boutiques. While the new location offers a more open and accessible layout compared to the previous hidden venue, it still maintains an air of exclusivity, catering to high-end clientele. The new venue includes areas for consultations and a rooftop terrace, but it currently lacks a certified pre-owned watch section, a gap that may need addressing as the market for second-hand luxury watches continues to grow.
