Audemars Piguet reveals its vision of luxury retail’s future

High-end watch brand Audemars Piguet has opened a concept in Hong Kong which it believes will transform the way it interacts with its clients.

Fusing hospitality and retail, AP House is designed like a luxurious apartment and located on the 21st floor of the new H Queen’s Tower on Queen’s Road, Central.  

Audemars Piguet House HK 2

AP House is the brand’s vision for the future of luxury retailing. It grew from the Audemars Piguet team imagining how the 143-year-old brand’s founders Jules Louis Audemars and Edward Auguste Piguet would be dealing with their clients if they were living in the 21st century, travelling the world and sharing their passion for beautiful watches.

Audemars Piguet House HK 1*

They posed the question: “What more can we do to elevate customers’ experience with Audemars Piguet?”

The result, a home away from home for the watch brand’s clients. Customers can use the space to invite friends for lunch or host a business meeting.

“There’s no obligation to buy a watch,” says Audemars Piguet CEO Francois-Henry Bennahmias. “You can take a seat, relax and chill out, if that’s how the mood takes you.”

“Visitors are welcome to relax, reflect, connect or disconnect, while experiencing the team’s impeccable service,” the company said in a statement. “The lounge will also play host to exclusive events where guests can discover the manufacturer’s creations, its savoir-faire and its place in today’s world.


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