⏱ 2 min read
Background
Audemars Piguet, the watch manufacture based in Le Brassus in the Vallée de Joux (VD), has for several years been developing a network of “AP Houses”. These hospitality venues complement its boutiques and host appointments, exhibitions and meetings with collectors. The brand has been present in Geneva since 1897, with a first counter on Place du Molard.
The key points
On Thursday 12 November 2026, Audemars Piguet opened its new AP House in Geneva, on Place de Hollande. It occupies the 7th and 8th floors of a building renovated by architects Foster + Partners, formerly the headquarters of BNP Paribas.
The space brings together heritage display cases, sales areas, a bar and a room with watchmaking benches. Master classes are planned there from 2027. The top floor features a roof terrace overlooking the city. The AP House complements the boutique on Place de la Fusterie, giving the brand two addresses in central Geneva.
This opening follows those in Atlanta in January 2026 and Miami Beach in March 2026. In February, the London AP House moved to Mayfair. The network now counts more than twenty AP Houses worldwide, according to Luxury Tribune.
Key figures
- 1,200 m² : indoor floor area of the Geneva AP House
- 1,158 m² : area of the roof terrace
- 20 : minimum number of AP Houses worldwide
- 1897 : opening of the brand’s first Geneva counter
Who says what
- Ilaria Resta (CEO of Audemars Piguet): for more than a century, Geneva has helped showcase the brand’s expertise beyond Le Brassus.
What's next
- First watchmaking master classes at the AP House in 2027.
Further reading
Sources
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