Audemars Piguet has confirmed that it will open an AP House in New York in April.
The New York property comes on the heels of AP opening its first concept house in Hong Kong this month.
The concept is for customers to be brought together to socialise in spectacular surroundings; served food and drinks and invited to chat about their love of watches.
The soft sell, which François-Henry Bennahmias, AP’s chief executive officer, says is not selling at all, is the company’s answer to its need to elevate interaction between the watchmaker and its customers to a new level.
The New York AP House will be used to: “invite friends for lunch, organize a business meeting … there’s no obligation to buy a watch. You can take a seat, relax and chill out, if that’s how the mood takes you”.
No further details on the location of the New York AP House have been disclosed, but the images of the Hong Kong version give an idea of what to expect.
The concept developed after the Audemars Piguet team imagined how brand founders Jules Louis Audemars and Edward Auguste Piguet would be dealing with their clients if they were living in the 21st century, travelling the world and sharing their passion for beautiful watches.
The result is a contemporary private apartment where guests enjoy simple pleasures.
“Visitors are welcome to relax, reflect, connect or disconnect, while experiencing the team’s impeccable service. The lounge will also play host to exclusive events where guests can discover the Manufacture’s creations, its savoir-faire and its place in today’s world,” the company promises.