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New York, NY--Luxury watch brand, Audemars Piguet, has opened AP House New York, bringing this new retail concept to the U.S. for the first time. About a dozen of these new retail spaces dedicated to the brand are in cities throughout the world. The AP House brings together Audemars Piguet’s heritage of craftsmanship, artistry and technological advancements and places it into an intimate space. It serves as a space for watch lovers to become immersed in the brand.

Photo credit: Audemars Piguet

The AP House New York is located on the second floor of a 19th century building in the Meatpacking District. The building like the retail concept shows Audemars Piguet as embracing modernity of this gentrified lower Manhattan neighborhood while honoring its legacy of feeding much of New York by being the historic home of approximately 250 butchers.

The 7,900-square-foot space includes a “heritage room” where contemporary half-domed display cases reveal a series of historic Audemars Piguet timepieces loaned from its museum in Le Chenit, Switzerland. In the center of the room is a life-sized exploded image of an Audemars Piquet movement where each of the hundreds of pieces that make up the caliber can be examined closely.

The main room is a lounge and dining area with muted hues, exposed brick and a marble fireplace. A circular central seating area with table are modular and can easily formed into other shapes. A long dining table is at one end of the space and a bar at another. In one corner with a baby grand piano. An oak paneled gallery space displays Audemars Piguet’s novelty and current collection timepieces, including a selection of Royal Oak 50th Anniversary references. Sixty custom-designed, mirrored vitrines anchor the space.

The indoor space leads to a 2,800-square-foot terrace surrounded by lush greenery. This outdoor natural light is enhanced during the day with a combination of recessed, downlighting, and ambient lighting indoors, presenting an even luminescence throughout the space. 

Audemars Piguet officials say the AP House New York provides a place for brand representatives to foster deeper relationships with clients and friends through exclusive experiences that showcase the manufacture’s creations and its sophistication.