Story Highlight
– Moving house is highly stressful, even for leadership teams.
– Audemars Piguet unveiled a renovated AP House in London.
– The new AP House emphasizes luxury and customer experience.
– More than 20 AP Houses exist, resembling exclusive clubs.
– Plans for a certified pre-owned program are slow to develop.
Full Story
Psychologists frequently highlight that moving house is one of the most stressful experiences a person can endure, often considered more taxing than divorce, childbirth, or job interviews. This transition engenders significant stress due to various factors, including logistical challenges, financial pressures, and the emotional strain associated with leaving familiar surroundings.
Last week, as Audemars Piguet relocated its AP House within Mayfair, the leadership team appeared remarkably composed. Daniel Compton, managing director for the UK, and Antonella Liviero, marketing head for Northern Europe, welcomed WatchPro to tour the newly finished venue, which underwent an extensive 18-month renovation costing several million pounds and reflects the meticulous craftsmanship akin to the brand’s renowned Royal Oak.
This new AP House in London supersedes the previous New Bond Street location, which has just been vacated. The concept of AP House was initiated under former CEO François-Henry Bennahmias, who envisioned a direct sales approach for the watchmaker’s products, eschewing conventional boutique formats. Instead, the aim was to create an environment reminiscent of a private club, where highly trained staff provide an exclusive experience for watch collectors.
In AP House, product promotion takes a back seat to a luxurious ambiance. Visitors are invited to settle into designer seating while enjoying Champagne or cocktails, as soothing music and pleasant scents enhance the atmosphere, easing the decision to invest in high-value timepieces.
The inaugural AP House commenced in Milan in 2017, followed by London’s version, which launched in 2019 as a discreet lounge on New Bond Street. The existence of this establishment was discreetly indicated only by an Audemars Piguet banner and a brass plaque.
Currently, there are over 20 AP Houses globally, each designed to emulate an elite members’ club atmosphere. Although most locations are operated directly by Audemars Piguet, a recent Manchester outpost, which opened in 2025, is a collaboration with Watches of Switzerland Group.
Unlike the previous London establishment, the new AP House in Manchester welcomes patrons at street level. Visitors are greeted by a doorman at a prominent Georgian townhouse located on King Street, distinguishing it from the earlier secluded London venue. However, it remains slightly off the main area of Manchester’s St Anne’s Square, with access to the historical marketplace.
The London AP House is more aligned with the approach adopted in Manchester, located conveniently near Bond Street on Clifford Street, amidst luxury retailers such as Louis Vuitton and Patek Philippe. This latest venue is housed in an elegantly refurbished 18th-century neo-classical building that previously functioned as an office space after a fire ravaged it in 1988, leading to the modern recreation of its historical features.
Spanning nearly 10,000 square feet, including a rooftop terrace, the new building offers generous space, surpassing the nearby Rolex boutique’s 7,200 square feet. Each floor serves a distinct purpose; visitors enter via a grand reception area featuring a stylish lounge and a captivating staircase.
Beyond the reception lies a dedicated storytelling area, showcasing vintage timepieces and artwork that narrate Audemars Piguet’s associations with various cultural domains such as music and film. From here, guests are guided to the upper levels via a staircase or elevator.
The first floor focuses on sales, with current collections displayed discreetly alongside a distinctive circular room designed to evoke the feel of a whisky tasting space. Client consultations occur in an expansive room equipped with Chesterfield sofas, intimate bars, and a warm atmosphere that encourages conversation over purchases.
The venue features professional chefs who can prepare everything from casual snacks to fine dining, making hosting formal events seamless. Upwards, much of the space is dedicated to engaging entertainment and exclusive opportunities for watch owners, including private performances and intimate gatherings.
The AP House had its soft opening recently, with ongoing developments planned, including a workshop where customers might engage in watch servicing. However, the absence of a certified pre-owned watch area raises questions, particularly as Audemars Piguet’s CPO initiative has yet to materialise, putting the brand at a disadvantage compared to competitors like Rolex.
This cautious approach may serve to bolster the brand’s exclusivity but might alienate potential enthusiasts who find Audemars Piguet somewhat aloof. The AP House experience caters to devoted collectors who value privacy and distinction, reflecting a strategy more akin to that of Patek Philippe rather than aligning with Rolex’s retail practices.
In contrast to traditional approaches, the new London AP House creates an environment reminiscent of an exclusive gentlemen’s club, seamlessly blending modern marketing strategies with a robust commitment to customer loyalty.
