In Mayfair heritage and modernity coexist side by side, and the newly opened AP House embraces this philosophy to the core. Step inside Audemars Piguet's AP House to experience fine watchmaking, steeped in centuries of history, redefined for the modern day.
Set within a meticulously restored Grade II-listed townhouse on Clifford Street, the new AP House embodies the brand’s philosophy. Here, craftsmanship meets culture, and hospitality takes centre stage.
Welcome home
Since its inception in 2017, the AP House concept has challenged convention. Designed in collaboration with collectors and clients, it imagines how founders Jules Louis Audemars and Edward Auguste Piguet might welcome guests today: not across a counter, but into a home.
This ethos is felt immediately upon entering. Gone is the formality of traditional retail; in its place, a warm, residential atmosphere unfolds - one that encourages conversation, curiosity, and connection. It’s a space where seasoned collectors and newcomers alike can engage with the world of haute horlogerie at their own pace.
Restoring the past, designing the future
The building itself tells a story. Originally dating back to 1719, its neo-classical bones have been carefully restored following decades of alteration. Original features, including ornate staircases, fireplaces, intricate mouldings, have been revived with remarkable sensitivity, creating a dialogue between past and present.
Inside, the aesthetic draws from the timeless charm of British private members’ clubs, layered with contemporary artistic energy. Think Chesterfield sofas, wood-panelled libraries, and curated artworks, punctuated by unexpected design moments, including a 360-degree watch display inspired by whisky distilleries.
Materials play a subtle but powerful role. Industrial references such as copper and mesh nod to London’s heritage, while natural stone and greenery evoke the serene landscapes of the Vallée de Joux, the birthplace of Audemars Piguet.
An immersive journey through craft
Each floor offers a distinct experience, inviting guests deeper into the brand’s universe. On arrival, visitors are greeted by archival pieces - historical timepieces, vintage advertisements, and sketches - alongside a symbolic Royal Oak tree, referencing the story behind the iconic Royal Oak.
Upstairs, a central showcase presents the latest creations, surrounded by intimate alcoves that encourage closer inspection and quieter moments. Throughout, art curated by Audemars Piguet Contemporary introduces a dynamic cultural layer, reinforcing the brand’s ongoing dialogue with the creative world.
The second floor shifts the focus to experience. Here, the space comes alive with events - from live music to curated tastings - anchored by a vibrant bar and communal dining area. Music, a recurring thread, flows through the House, connecting craftsmanship with emotion.
And above it all, a rooftop terrace offers a rare sanctuary: a moment of calm above Mayfair’s energy, where greenery and skyline views provide a fitting finale to the journey.
Visit AP House on 9 Clifford Street, W1S 2FT