Swiss Haute Horlogerie manufacturer Audemars Piguet is celebrating the opening of its new AP House in the heart of Amsterdam. The new location is situated in the city’s historical district, close to the Rijksmuseum and the famous shopping street ‘PC Hooftstraat’. Its innovative, intimate and experiential concept echoes Audemars Piguet’s forward-thinking approach to retail.


Designed as an authentic home away from home for lovers of the brand, the AP House concept was created in collaboration with some of the Manufacture’s most valued clients, who were asked to imagine the ultimate, enhanced Audemars Piguet experience. Inspired by the brand founders’ forward-thinking approach to hospitality back in the 19th century, the Audemars Piguet team wondered how Jules Louis Audemars and Edward Auguste Piguet would tend to their clients if they were living in the 21st century, traveling the world and sharing their passion for Haute Horlogerie. The result is a sophisticated space where the comfort of home and relationships take priority. Today, the brand counts 17 AP Houses around the world, including Amsterdam, Los Angeles, Munich, Bangkok, Barcelona, Hong Kong, London, Madrid, Milan, New York, Shanghai, St. Barths, Tel Aviv, Tokyo and Zurich.


The AP House in Amsterdam is accessed from Honthorststraat and covers 140 square metres. This private space located on the ground and first floor offers comfort and a curated experience as clients are invited to relax, reflect, connect or simply disconnect with spectacular views on the museum square and a unique Amsterdam outdoor city garden. Designed by Audemars Piguet’s in-house architects, the interior combines oak parquet flooring, original elements of the Amsterdam house structure, concrete walls and plastered surfaces for a unique atmosphere. The space includes a large bar, a comfortable seating area with a view on the small city garden and a dining area. On the first floor, the AP House incorporates a cosy lounge with a surprising ceiling and decoration; a typical local touch with Dutch tulips.

Keeping with the Manufacture’s long-standing support of contemporary art, the AP House will also welcome a rotating display of artworks lent by local collectors, artists and galleries with a relationship to Audemars Piguet Contemporary, the brand’s art programme. Conceived as a space of encounter, the AP House will ultimately play host to exclusive events where guests can discover the Manufacture’s creations and live unique and unforgettable moments with family and friends.

“The new AP House Amsterdam offers visitors an exclusive experience with an incomparable view of the Museum Quarter. Our unique concept has been successfully established in other countries over the past few years and well received by local clients and international visitors alike. With different rooms that holistically reflect our DNA, we have created a feel-good place for our customers to immerse themselves in Audemars Piguet’s universe.”

Marco Cito
Director of European Markets Audemars Piguet

“Seek Beyond.”