- Audemars Piguet has opened a new AP House on London’s Clifford Street, reclocating from its New Bond Street location
- The new space spans 914m2 across four floors and takes on a residential tone, in line with Audemars Piguet’s vision of retail as a cultural space to discover and connect with the brand
- It’s housed within an 18th century Grade II-listed property, which the luxury watch brand restored to its former glory, and features an entire floor dedicated to hosting exclusive experiences
- AP House London is located at 9 Clifford Street, W1S 2TD, London, United Kingdom
Audemars Piguet has expanded its AP House retail concept, with the opening of an impressive new flagship in London. The Le Brassus manufacture has found its new home on London’s Clifford Street, relocating from its previous New Bond Street location to a new space that shifts away from conventional retail typology to place the emphasis firmly onto hospitality and experiential design.
The space spans 914m2 across four floors as well as a rooftop terrace, and occupies a Grade II-listed property that dates back to 1719. The building was destroyed in a fire in 1988 and later became an office space, with the restoration by Audemars Piguet focused on reinstating its heritage appeal. The restoration sees the original columns, fireplaces, staircases, and ceilings brought back to life, setting the scene for AP House’s richly layered interiors that interpret classic clubhouse style through a modern lens.
Audemars Piguet weaves the narrative of its history organically throughout the space, from a 360° watch display inspired by whisky distilleries and a Royal Oak tree—which references the tree that sheltered King Charles II and inspired the Royal Oak name—to vintage advertisements on the walls and archival watch presentations.
AP House London extends beyond horology alone, exploring the brand’s other ventures. There’s a heady collection of vinyl alongside a sitting area where one can try on timepieces in a more intimate setting, while art installations celebrate British artists like Jerry Dammers and The Raincoats. There’s also artwork curated by Audemars Piguet Contemporary—the brand’s contemporary art program—dotted across the space.
Meanwhile, the second floor is dedicated to the art of hospitality, designed to host live music sessions, spirit tastings, and other intimate events.
Intended as a reimagining of how Audemars Piguet founders Jules Louis Audemars and Edward Auguste Piguet would entertain their clients if they were living in the 21st century, AP House London crafts an immersive brand world that goes beyond watches—while keeping fine watchmaking at its heart—and focuses on the creation and cultivation of long term client relationships.
AP House London is located at 9 Clifford Street, W1S 2TD, London, United Kingdom.
Words by Theo Rosen
