Audemars Piguet presents new boutique concept
The Swiss watch manufacturer Audemars Piguet unveiled its new global boutique concept in Chengdu, China, at the beginning of November. It was designed by Vincenzo De Cotiis Architects.
Peggy Hu (CEO of Greater China) and Clifford Wong (Country General Manager China) hosted the grand opening of Audemars Piguet's first boutique in the vibrant Tai Koo Li district of Chengdu. The new concept will be gradually rolled out to select boutiques worldwide starting in 2026.
Ilaria Resta (CEO Audemars Piguet) explains:
„Our boutique in Chengdu is a place where architecture, emotions, and responsibility come together to tell a story of time and tradition. With the international launch of this concept, we hope that our visitors will feel welcome in the world of Audemars Piguet in an inspiring and sustainable way.“
The design of the new boutique is inspired by the landscape surrounding Audemars Piguet's headquarters in Le Brassus. The natural elements of forest, water, ice, and rock of the Vallée de Joux have been translated into a contemporary setting, where craftsmanship is reflected in the architectural elements.
Full-surface window displays replace traditional display cases. Large LED screens show animated images of clock hands and celestial motifs – an allusion to the starry sky, which is a constant source of inspiration for Audemars Piguet's watchmakers.
An inviting lounge area features comfortable seating and textured glass partitions reminiscent of cascading water. In the center, sculptural tree trunks connect the floor to the ceiling. Each supports a crystal display case in which timepieces appear to float in mid-air.
In the VIP lounge at the other end of the boutique, visitors can retreat to make further discoveries, engage in passionate discussions, and experience exclusive presentations.
Deutsch 
English (UK)