First Review: Audemars Piguet’s newest AP House
Audemars Piguet has recently relocated its AP House in London from a single-floor lounge to a historic four-story townhouse, showcasing a stunning renovation that blends luxury and hospitality. The new location on Clifford Street offers an expansive 10,000 square feet of space designed to create an exclusive atmosphere akin to a private members' club. This transformation allows customers to enjoy a more immersive experience, featuring a lavish reception area, storytelling spaces with vintage timepieces, and consultation rooms that emphasize hospitality and comfort. The AP House concept aims to provide a unique shopping experience that prioritizes customer engagement over traditional sales tactics. Visitors are invited to relax in stylish surroundings while enjoying gourmet food and drinks, enhancing the overall atmosphere. While the new location still has some areas under development, including a workshop for watch servicing, it represents a significant step for Audemars Piguet in fostering loyalty among collectors. However, the absence of a certified pre-owned program may hinder the brand's competitiveness in the luxury watch market compared to rivals like Rolex, which have successfully embraced the secondary market.
