Audemars Piguet Unveils Its Elevated New AP House in London
The Swiss watchmaker has relocated its immersive, private club-style boutique to a historic 18th-century Mayfair townhouse.
Summary
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Audemars Piguet has officially opened the doors to its newly expanded AP House in London, moving to a grand location on Clifford Street in Mayfair
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Spanning nearly 10,000 square feet across four floors, the Grade II-listed townhouse blends British clubhouse aesthetics with contemporary Swiss luxury
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The immersive concept prioritizes hospitality over traditional retail, featuring a whisky-inspired circular watch cellar, a professional commercial kitchen, a dedicated music room, and a scenic rooftop terrace
Audemars Piguet is officially reimagining the luxury retail experience with the opening of its monumental new AP House in London. Relocating from its previous New Bond Street outpost to a massive, four-story Grade II-listed townhouse on Clifford Street, the Swiss watchmaker has created a sprawling “home away from home” that firmly shifts the emphasis from traditional browsing to immersive, high-end hospitality.
Constructed in 1719, the newly restored neo-classical property boasts over 9,800 square feet (914 square meters) of interior space. Following an extensive renovation to revive its historic features—including Italianate paneling, ornate moldings, and original fireplaces—the space seamlessly balances 18th-century architecture with a modern, British clubhouse aesthetic. Raw materials like copper and mesh nod to London’s industrial heritage, while natural stone and lush greenery evoke the serene energy of Audemars Piguet’s birthplace in the Vallée de Joux.
Designed for lingering and socializing, the new AP House operates on an invite-only and client-focused basis, functioning much like an exclusive members’ club without the paid membership. The immersive environment is entirely devoid of standard retail counters. Instead, guests can explore current collections and archival museum pieces via a 360-degree circular “watch cellar” inspired by traditional whisky distilleries.
Reflecting the brand’s deep cultural ties, the space is heavily equipped for entertainment and leisure. The townhouse features a fully equipped professional commercial kitchen for private dining, art installations highlighting British punk culture, and a dedicated music room complete with Montreux Jazz Festival archives, a vinyl turntable, and a Marshall jukebox. At the very top of the building, a 1,400-square-foot rooftop terrace offers collectors a discreet, tranquil retreat overlooking the Mayfair skyline.
The new Audemars Piguet AP House is officially open now, located at 9 Clifford Street in London.
