AP House Milan

On a sunny day in Milan in July, I was invited by the Audemars Piguet team to discover their new AP House. I was quite surprised about what actually AP House meant and so I went there to deep dive into what looked like a major transformation and swift for Audemars Piguet from the “onthestreet” store to temples of exclusivity and retail. The AP House is the Milan store of Audemars Piguet but you will never expect it due to the lack of windows and just a bold entrance that recalls those of major corporations and for sure nothing exclusive.

Located in the former Garage Traversi at 2 Via Bagutta, Milan, Audemars Piguet’s newly opened AP House spans five floors, blending heritage, technology, and cutting-edge design. This iconic building, recently restored to its original aesthetic, sits just steps away from Piazza San Babila and the renowned fashion street, Via Montenapoleone. Rich in history and culture, Via Bagutta was once home to artists and intellectuals, including playwright Carlo Goldoni and writer Alessandro Manzoni.

Designed as a timeless space for brand enthusiasts, the concept of the AP House was developed in collaboration with some of Audemars Piguet's most esteemed clients. It envisions how the brand’s founders, Jules Louis Audemars and Edward Auguste Piguet, would have lived in the 21st century, travelling the world and sharing their passion for fine watches. The first AP House debuted in Milan in 2017 on Via Pietro Verri, strengthening the brand’s presence in Italy a key market for both the watchmaking industry and Audemars Piguet, particularly with its Royal Oak and Royal Oak Offshore collections.

Now, seven years later, Audemars Piguet has taken this retail concept to a new level with the opening of its new AP House in the heart of Milan, offering watch lovers an immersive experience into the world of the Maison, complete with personalized services. This new space was designed in collaboration with Lissoni & Partners, a renowned architecture and interior design studio based in Milan and New York, known for combining rigour and simplicity with attention to detail, elegance, and harmony. For this project, the studio drew inspiration from the natural surroundings of Vallée de Joux, where Audemars Piguet is headquartered, incorporating materials such as wood, glass, and metal while infusing the space with a distinct Milanese flair.

The new AP House is filled with references to the brand’s rich history. On the ground floor, guests are greeted by a modernist pattern inspired by the iconic Petite Tapisserie guilloché motif, introduced with the Royal Oak in 1972. In addition to the traditional AP House lounge where visitors can relax in a homely atmosphere, the new location features a watch exhibition floor that showcases both contemporary and historic timepieces in a futuristic setting. The exhibition space is adorned with vintage furniture and design creations from famed Milanese designers like Osvaldo Borsani, Franco Albini, Ettore Sottsass, Vico Magistretti, and Achille Castiglioni.

The AP House also includes an entire floor dedicated to watchmaking services, where visitors can observe skilled watchmakers at work and learn about the craftsmanship that defines Audemars Piguet. A spiral staircase, reminiscent of a watch spring, connects the various floors, symbolising the inseparable link between tradition and modernity, between Milan and Le Brassus. On the fifth floor, you have the actual sale spaces while on the sixth and 7th floor you have lounge areas and a beautiful dining table where an almost 24/7 catering service created in partnership with the Four Season Hotel in Milan will satisfy your appetite (and trust me it is delicious!).

Topping it off, the AP House boasts a panoramic rooftop with a stunning 360° view of Milan’s skyline, including landmarks such as the Sforza Castle, the green dome of the Church of San Carlo al Corso, and the "Madonnina," the highest spire of the Duomo.

Well, the only thing i can say, is that this experience is “OFF-Shore”! Plans to open a AP House in the Middle East? They are working on it…

Was it worth it? 100% as the purchasing privacy is unmatched and the attention that goes to the customer is way beyond expectations.

Will other brands copy this format? For sure, as it levels up the exclusivity both of the product as well as the buying experience.

For more information: www.audermarspiguet.com ; @audemarspiguet