Audemars Piguet is rethinking the traditional retail experience with the opening of its new AP House in London, relocating from New Bond Street to a restored four-storey townhouse on Clifford Street.
Originally built in 1719, the Grade II-listed space spans nearly 10,000 square feet and has been carefully renovated to preserve its historic character. Original architectural details, including ornate mouldings, fireplaces, and Italianate panelling, sit alongside more contemporary touches, blending heritage design with a distinctly modern, clubhouse-like atmosphere. Materials like copper and mesh reference the city’s industrial past, while natural stone and greenery subtly nod to the brand’s roots in Switzerland’s Vallée de Joux.
Rather than functioning as a traditional boutique, the AP House is designed as an immersive, client-focused environment. Operating on an invite-only basis, the space encourages visitors to spend time rather than simply shop. Watches are displayed in a circular “watch cellar,” allowing guests to explore both current models and archival pieces in a more informal, exploratory setting.
The townhouse also leans heavily into hospitality and culture. Inside, guests will find spaces dedicated to dining, music, and art, including a fully equipped kitchen for private events and rooms that highlight the brand’s ongoing ties to music and creative communities. A rooftop terrace overlooking Mayfair completes the experience, offering a more private setting within the busy city.
Now open at 9 Clifford Street, the new AP House signals Audemars Piguet’s continued shift toward experiential luxury where retail, culture, and community intersect. Step inside below.
