In a significant development for luxury watch aficionados, Audemars Piguet, the esteemed Swiss watchmaker, is set to enhance its exclusive retail network with the inauguration of a new AP House in Manchester, UK, this Spring. This venture marks a collaborative effort with the renowned Watches of Switzerland Group, promising a unique retail experience for discerning clients.
Following a distinguished career spanning nearly three decades at Audemars Piguet, CEO François-Henry Bennahmias has passed the leadership mantle to Ilaria Resta. Among Bennahmias’ pivotal initiatives was the strategic decision to sell Audemars Piguet watches exclusively through the brand’s own showrooms, a move that underscored the company’s commitment to maintaining the exclusivity and integrity of its distribution.
Under his guidance, Audemars Piguet embarked on the creation of a global network of AP House lounges, a concept that redefines luxury retail by offering a more intimate and elevated shopping experience. Situated on upper floors, these lounges transcend the conventional retail model, providing a serene oasis away from the hustle and bustle of city streets. In the UK, the London AP House embodies this ethos, nestled discreetly on the first floor of a Bond Street property, marked only by a subtle plaque and branded flag.
Despite a network of authorised dealers worldwide, Audemars Piguet is transitioning towards exclusive AP boutiques, a move first exemplified in the UK through a collaboration between Arije and AP on London’s prestigious Sloane Street.
Historically, UK authorised dealers have not ventured into the AP House domain, a privilege reserved for Material Good in the United States, which operates the New York AP House alongside four boutiques. However, this Spring, Watches of Switzerland is set to break new ground with the launch of an AP House in Manchester’s St Anne’s square, augmenting its existing multi-brand showroom in the area.
This initiative represents Watches of Switzerland’s first foray into the lounge-based client engagement model, a departure from traditional retail environments. This concept has gained traction within the company’s larger showrooms, which already feature opulent hospitality amenities such as cocktail bars, event spaces, and private meeting areas, catering to a clientele that appreciates the blend of luxury, discretion, and comfort.
The global presence of AP Houses spans 13 locations, including Bangkok, Barcelona, Hong Kong, London, and New York, each offering a bespoke environment reflective of its locale. These venues prioritise privacy and personalised service, setting the stage for intimate discussions and showcasing the brand’s most sought-after timepieces.
As Audemars Piguet and Watches of Switzerland prepare to unveil this latest jewel in their crown, the new AP House in Manchester is poised to offer an unparalleled retail experience, embodying the pinnacle of luxury watch retailing and setting a new standard for customer engagement.