Audemars Piguet elevates retail experience with new AP House in Macau

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In an era where luxury retail is steering towards more immersive experiences over traditional sales methods, the revered Swiss Haute Horlogerie brand Audemars Piguet makes a bold statement by launching a new AP House in Macau, transforming the customer journey with an elevated experiential approach.

A welcoming home for watch aficionados

Striving to offer a home-like retreat for its clientele and horology enthusiasts, the 149-year-old Le Brassus-based watchmaker’s innovative AP House blends exclusive hospitality with a celebration of its legacy and local charm. This fresh initiative, first unveiled in Milan in 2017, reinvents how customers interact with the brand, merging an appreciation for the meticulously crafted watches famed for their innovation with the storied past of the company in an environment reminiscent of a plush private residence.

The unique AP House hospitality concept was developed in collaboration with some of the manufacturer’s most valued clients. It reflects how founders Jules Louis Audemars and Edward Auguste Piguet would engage in the 21st century - living a life centred around travelling the world and sharing their passion for beautiful watches. The Macau venue is part of an international ensemble of 23 AP Houses, each located in vibrant urban centres and cultural meccas, including Amsterdam, Hong Kong, London, New York, and Tokyo.