From the moment visitors step inside the AP LAB at Pont de la Machine in central Geneva, they are welcomed by a calming atmosphere infused with forest-inspired scents, a subtle reference to Le Brassus. A monumental sundial evokes the earliest methods of time measurement, while an installation of hourglasses challenges visitors’ own perception of time’s passage (quickly revealing that it differs from one person to another). The sense of immersion is immediate.
The experience then unfolds across several educational areas designed to introduce, in an engaging way, the different components that make up a watch. A large-scale reconstructed movement helps visitors grasp how it functions, while exploded views highlight the remarkable precision of each component. Further along, a watchmaker, impeccably dressed in the brand’s light-toned attire, demonstrates decorative techniques before inviting visitors to try for themselves: fastening a tiny screw becomes a true test of precision, illustrating the level of expertise required. As a side note, it took us several long minutes to secure just two screws, whereas an apprentice watchmaker must be able to fasten ten within two minutes to pass their exam.
The journey continues with the discovery of chiming watches and then leads into a space dedicated to the perpetual calendar, featuring an additional interactive element that visitors can discover on their own.
Through listening, observing, and hands-on interaction, visitors gain a clearer understanding of an art form that often remains abstract and unfamiliar to the general public. By revealing the mechanics behind watchmaking, the exhibition makes visible a complexity that is usually hidden. Ultimately, the AP Lab perfectly reflects the momentum of an industry striving to open up, share its knowledge, and perhaps even inspire new vocations.
The AP LAB exhibition, which is accessible tot he public by reservation until June 28, was unveiled during Watches and Wonders a spart of the “In the City” initiative, With this, and ist impressive booth at the fair, Audemars Piguet made a striking comback to Geneva fort he Le Brassus based manufacture brand.
In a previous interview CEO Ilaria Resta revealed that immersion initiatives such as the LAB and the coming AP House will spread from Geneva all across the world.
«Watchmaking remains at the heart of everything we do; our innovation-driven philosophy will bring all our métiers together, fostering greater interconnectivity between movements, materials and finishing. At the same time, we are undertaking in-depth reflections on our relationships with clients and will introduce new boutique concepts, including museum or discovery spaces. All 85 of our points of sale will be completely reimagined,» she said.
