In Geneva, Audemars Piguet opens its new AP House

This choice is not a new one. As early as 1897, Jules Louis Audemars and Edward Auguste Piguet opened their first Geneva outlet on the Place du Molard. Much later, in 1993, Audemars Piguet opened its first boutique on Rue du Rhône, now located on Place de la Fusterie. “For over a century, Geneva has helped to showcase Audemars Piguet’s expertise beyond Le Brassus. With the opening of this new AP House, we are continuing the vision of our founders: to reach out to our clients and watch industry enthusiasts, forge lasting relationships and share our passion with a growing community,’ explained Ilaria Resta, the brand’s CEO, to a large audience that had gathered to attend the event.

Accompanied by Alessandro Bogliolo, Chairman of the Board of Directors, and all the members of the board, Ilaria Resta continued her tribute to the city by revealing that some clients had already given the premises a nickname that highlighted the significance of choosing Geneva: ‘The Mother of all AP Houses’. She highlighted Geneva’s cultural and economic significance, dating back to the brand’s inception in 1875.

The new AP House therefore occupies the top two floors. Upon entering the building, a dedicated reception desk signals the brand’s strong presence. Lifts then take visitors up to the 7th and 8th floors. Visitors then enter a vast open space bathed in natural light, thanks to spectacular floor-to-ceiling windows offering a rare 360-degree view over the rooftops of Calvin’s city. Display cases featuring watches from the brand’s historical heritage provide an initial glimpse into Audemars Piguet’s craftsmanship, before visitors discover a series of display cases showcasing timepieces. Further on, retail areas extend along the corridor, leading to a room furnished with workbenches used by watch industry workers arranged in a semicircle, where masterclasses will take place from 2027 onwards. A circular bar and a lounge area invite visitors to relax. The other centrepiece is located on the upper floor. A 1,158-square-metre rooftop, furnished with numerous lounge chairs and a bar, offers the most spectacular view of the whole of Geneva.

Today, the manufacture presents the AP House as a complement to its boutique on Place de la Fusterie. It thus has two venues to welcome its clients in the centre of Geneva, with more space for appointments, exhibitions and meetings with collectors.

The same approach is evident in Miami Beach, where the AP House, unveiled in March 2026 in the Sunset Harbour district, complements the Bal Harbour boutique, which has been in operation since 2006. In January, Audemars Piguet opened a space of nearly 930 m² spread over two floors in the Buckhead district of Atlanta. In London, the watchmaker relocated its AP House from New Bond Street to 9 Clifford Street in Mayfair in February, moving into a 914 m² building spread over four floors.

Geneva and Miami illustrate the network’s commercial strategy. By adding an AP House in cities where it already has a boutique, the watchmaker is increasing the opportunities to welcome its clients. The space dedicated to salons, exhibitions and workshops demonstrates the extent of the investment in this relationship.

The AP House in Geneva is headed by Jérémie Comel, former head of client relations at Audemars Piguet.