Audemars Piguet official opening of its third AP House in the world, and London was given the honour of following Hong Kong and New York to embrace the radical retail concept. This Audemars Piguet’s fifth AP House location is on New Bond Street in London, and like the Hong Kong, Munich, Milan, and Madrid apartments, features architecture and interior design that reflects the styling you find in their flagship street-level boutiques around the world.

The AP House London space is located in a historical building, overlooking New Bond Street London, has no frontage at street level on its prime New Bond Street location bang opposite Wempe. Instead, the space is located on the first floor with almost 1,400 square feet of entertaining space where customers are invited to relax with a premium cocktail, coffee or glass of champagne from the well-stocked bar; relax on boutique hotel-style sofas and peruse the Royal Oaks of their choice.

“Our loyal guests will be able to use the many spaces in a relaxed and informal way, as well as invite friends for lunch, or organize a business meeting…and there’s no obligation to buy a watch. You can take a seat, relax and chill out if that’s where the mood takes you,” says François-Henry Bennahmias, Audemars Piguet’s Chief Executive Officer.

AP now has three boutiques in London: one run as a joint venture with French jeweller Arije on Sloane Street in Knightsbridge — the only location with a street-level store front; a second within the Fine Watch Room at Harrods; and now the AP House on New Bond Street. Discover Opulent Club on Apple News.

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