Designed as a space of interaction and exploration, the new AP House Geneva invites visitors to experience Audemars Piguet’s world through a blend of craftsmanship, art and hospitality. Its architecture and interior design reflect the historical connection that has united Le Brassus, birthplace of the Manufacture, and Geneva for over 150 years.
Exceptional Hospitality
Steeped in History
Drawing inspiration from the pioneering spirit of Audemars Piguet’s founders, who already placed hospitality at the heart of their approach in the nineteenth century, the AP House concept reimagines how Jules Louis Audemars and Edward Auguste Piguet would tend to their clients today, sharing their passion for fine watchmaking. This reflection resulted in the creation of spaces that transcend the traditional boutique framework. Each AP House blends cultural, human and sensory elements to immerse visitors in the Manufacture’s world, all the while offering a unique atmosphere shaped by its local surroundings.
The new Geneva location joins a global network of AP Houses spanning over twenty cities worldwide, including Amsterdam, Atlanta, Bangkok, Barcelona, Hong Kong, London, Los Angeles, Macau, Madrid, Manchester, Mexico City, Milan, Munich, New York, Seoul, Shanghai, Singapore, Tokyo and Zurich.
An AP House
In the Heart of Geneva
Overlooking the city, the new AP House is situated on the seventh and eighth floors of the Le Rhône building, former headquarters of BNP Paribas, whose transformation was entrusted to Foster + Partners. This unique collaboration brings together architecture and experience, providing a place of encounter, exchange and discovery. While resolutely contemporary, the interior design also evokes Audemars Piguet’s origins in the Vallée de Joux and the landscapes of this mountainous region.
Contemporary lines and organic forms combine with a palette of raw materials and natural tones throughout the venue. Wood and stone create a warm atmosphere, while textured glass panels structure the interior and allow light to pass through. Upon entering, wooden display cases with visible grain present historic timepieces alongside recent creations. Close by, a circular bar is arranged around a slender structure reminiscent of a weeping willow, with branches reaching up to the ceiling. This theme extends into the dining room, whose windows overlook the Bergues district.
Showcases along the walls create a dialogue between timepieces, the aesthetic codes of watchmaking finishes and the silhouettes of the Jura mountain ridges. A mechanical installation featuring finely cut-out miniature scenes playfully invites visitors to explore the route connecting Le Brassus to Geneva. Further on, lounges with natural hues and soft lines, filled with books, editorial content and musical references, create a more intimate atmosphere, perfect for relaxation. Starting in 2027, a dedicated room will host watchmaking masterclasses, following in the vein of those organised within the global network of AP Houses.
A grand spiral staircase, visible behind a panel of curved glass, leads visitors to the upper level. On the eighth floor, the journey continues onto the terrace that crowns the building. A massive wooden pergola, whose lines evoke the landscapes of the Vallée de Joux, provides shade while harmoniously integrating solar panels into its structure. Contemporary artworks, selected in collaboration with the Geneva-based Xippas gallery foster contemplation. Meanwhile, a decorative telescope points towards Le Brassus: the region where the history of Audemars Piguet began. On the ground, a discreet channel of pebbles traces the winding course of the Orbe, the emblematic river of the Vallée de Joux. This exceptional 1,158-square-metre rooftop with panoramic views of Geneva and its surroundings is a true highlight.
From Le Brassus to Geneva
A History of Connection
The new AP House pays tribute to the history that has connected the Manufacture to Geneva for nearly 150 years. While Le Brassus has established itself as the heart of Audemars Piguet’s creation and craftsmanship, Geneva played a pivotal role in showcasing its timepieces to the world from an early stage. From the 19th century onwards, the établisseurs[1] transported their watches from the Vallée de Joux via the “Watchmakers’ Path,” a two-day journey passing through Rolle.
This close connection is evident very quickly in the brand’s history. As early as 1892, Jules Louis Audemars and Edward Auguste Piguet signed their advertisements “Audemars Piguet & Co. – Brassus & Geneva.” Five years later, the Manufacture opened its first showroom in Geneva on Place du Molard, before inaugurating its first boutique on Rue du Rhône in 1993.
Nestled on Place de Hollande, the new AP House continues the historic dialogue between Le Brassus and Geneva. The references to the Vallée de Joux that are incorporated throughout its design bring together two complementary regions: Le Brassus, the cradle of the Manufacture’s craftsmanship, and Geneva, a city of exchange and international openness. This new location thus adds another chapter to their shared history.
[1] From the end of the 18th century to the end of the 20th century, établisseur watchmakers in the Vallée de Joux oversaw the production of watch components, which was spread across independent workshops in the region. They defined specifications and coordinated operations, as well as assembled, decorated and finished the timepieces.
“Since the earliest days of Audemars Piguet, Geneva has helped share the craftsmanship of Le Brassus with the wider world. The opening of this new AP House is a continuation of our founders’ vision: meeting clients and watch enthusiasts where they are, creating meaningful connections and sharing our passion for watchmaking with a wider community.”
Ilaria Resta
Chief Executive Officer, Audemars Piguet
